Customer Story: How to Position Yourself in this in 2021

In terms of sales, the best Customer Story is to use history.

People love stories, especially when they are interesting, engaging, and memorable. That’s why salespeople who tell stories are so successful – they turn your presentation into an informational seminar into an engaging experience that your potential customers will love.

Donald Miller, founder, and CEO of StoryBrand is not only a sales specialist with a history but also one of the pioneers of strategy. As he discussed in his recent DigitalMarketer workshop, the StoryBrand method works because it attracts customers in many ways, from entertainment to understanding and even survival. And in all these different ways you get the same result: your customer really hears what you have to say.

When you make a story about someone, especially if that person is the main character, they tend to listen. They tend to respond. They generally tend to buy.

There is only one common problem that storytellers have with this approach, and it can be summed up in one simple question …

“Where am I in all of this?”

Your client is, without a doubt, the protagonist and hero of the story. You need to illustrate the storyline so you can overcome setbacks and achieve your goals. But, if these are the heroes of history, how should you position yourself?

What role do you play in the story?

You are the guide in your customers story.

The guide is the person who helps the main character overcome his challenges. They are characters like Yoda, Dumbledore, and Mr. Miyagi. It is they who are remembered fondly, but not those who raise their hands to victory at the end of the book or film.

The role of the guide is extremely important in almost every story, as it allows for the transformation of the hero. Without guidance, the hero would not be able to overcome obstacles and achieve his goals. Just as Luke Skywalker could not defeat the Sith without Yoda’s help, his client could not achieve his goals without his products and experience.

So even if you play an important role, you are not the hero of the story. And as you build your customers‘ story, it’s important to remember it for a variety of reasons …

You should never position yourself as the hero because he is the hero who is not equipped to achieve his goals alone. Only if the guide is published and provides the tools you need to be truly exceptional. You don’t want to be the character who just can’t reach your goals, you want to be the person who helps the main character achieve success.

The other reason is this: you don’t want two heroes in a story because it weakens the impact of the story on your client. If you imagine two heroes and therefore two stories, the story of you and your client will be completely different (and confusing).

As much as you want to be successful, you need to make your customer even more successful. Invite your client to a story in which he challenges opportunities and wins the day. Talk to your client about your goals and desires, not yours. Put the customer at the center of everything you do.

Once your customer understands the path to success and starts walking, you will also be successful in the process. Do not focus on your needs and wants. Be useful, then take a step back and see how the pieces fit together.

If you can, you never have to worry about your personal success. It will happen by itself.

How to use yourself as a guide

Now that you understand the role to play, you need to know how to actually play it. We talk a lot about it, but we are more specific.

To really position yourself as a guideline, you need to demonstrate that you are the person who can help your client achieve their goals. To do this, you need to show empathy and authority.

In the case of empathy, you need to show your client that you really care. You need to make it clear to them that not only do you feel guilty about a problem with your business, but you also think it is almost unfair to live with it. If you can show that you really care about your customers’ problem (and help them solve it), they will likely help you solve it.

In the case of authority, you essentially have to prove your skill. You need to show that this isn’t the first time you’ve helped a client solve a problem and achieve her goals. By showing your customers that you are willing to help them solve their problems and that they have a history of success, you sell it as a solution to their problems. Build trust, which is an essential part of any business relationship.

Design your branding script

Empathy and authority are both sides of the equation when it comes to your particular role as a guideline for copying your brand. It is also important to note that they are not mutually exclusive. If you can give just one example of empathy and authority, the whole placement plan will fall apart.

You need to build empathy and authority in a sentence or two when talking to your client. If you can quickly determine these two things, you will be very successful.

What this really means is that you need to plan ahead. You should try to anticipate the type of problem your customer is experiencing. This way you can integrate the skeleton of your authority and empathy into your brand and fill it with details when you know it.

Once you’ve made a strong and clear statement, you need to create an effective framework to position yourself as a guideline. Then you can focus on making sure the rest of your client’s story fits together. You may be concerned if the rest of your brand name is filled in

Remember, as important as it is, it’s just a big mystery wherever you are in your client’s story. To learn more about the StoryBrand process and how to complete the customer story, visit Donald Miller’s workshop.


By orienting yourself in your client’s story, you play a fundamental role in their success, without giving up the fact that it is their success and not yours. You want your customers to be able to contact you in times of need so that you can help them solve their problems, and the best way to do this is to show that you are not only competent but also concerned.

Once your client believes this, you can help them achieve the desired success.

And you will be paid in the process.

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