STORYTELLING FOR BUSINESS DEVELOPERS: STICK, CONVINCE, INSPIRE: Stories make a lasting--and gainful--impression on clients.

• Jurisdiction: United States
• Date: 01 July 2016
• Author: Brown, Craig

Andy was getting this client. A mutual friend had referred them, the team liked him, and Andy had the right experience. In fact, as soon as he heard the client's problem, he knew he had them. He launched into the solution he knew could solve their problems and win him their business. But two minutes in, the prospective client's CFO stopped him. "Andy," he said. "We appreciate your enthusiasm, but that's the same approach our last lawyer took. It didn't work, which is why we're looking for new counsel. We need something else."

This story teaches a principle: You must know past solutions before talking about future ones. It's a principle I teach at my training seminars for lawyers. And instead of telling Andy's story, I could have just written "Make sure you understand past solutions before you discuss future ones." The message is the same, but the story creates a lasting reminder that motivates listeners to action. In short: Stories make knowledge stick.

Ever since Eve ate the fruit, Noah filled the ark and...