Who are the customers you can’t afford to lose? Often they are those customers who produce most of your sales or most of your profit. I start with sales because this is the easiest place to look. Simply run a report of your sales for the last 3 years by customer. Ideally, sort the customers from biggest to smallest. In the 1980’s people talked about the 80/20 rule, 80% of your business came from 20% of your customers. Today we often see the 95/5 rule, for many companies 95% of their business comes from just 5% of their customers.
What is the most frightening horror movie you have seen? What is the most romantic love story you have ever watched? Would either of these movies have been as effective without their soundtrack? Music is potentially one of the most effective elements of a presentation. It is also the element that is overlooked most often.
A story or a metaphor is a persuasive use of words because stories persuade with emotion. Until recently, business communicators often neglected stories. However, if you look in your local bookshop now you will see a growing number of business books that include stories. Ken Blanchard pioneered a series of books teaching management in a story form, starting with the One Minute Manager. Also, Annette Simmons wrote The Story Factor – Inspiration, influence and persuasion through the art of storytelling. In support of storytelling she asserts that: