Wills, Trusts & Estates Prof Blog

Editor: Gerry W. Beyer
Texas Tech Univ. School of Law

Saturday, December 29, 2012

Using a Story as a Sales Technique

Unknown-7When estate planning attorneys are trying to sell their services, storytelling can be a powerful sales technique.  Wealth Management suggests a basic structure for creating your own story relaying a past successful experience to aid in your selling process. 

1. Introduction: Slowly build and captivate your listener from the beginning of your story. 

2. Middle: Continue to build your story but don't let it go on too long. 

3. Conclusion and Moral: Finish your story with a moral to show why it is important that the client follow your advice. 

4. Check-in: After you made your point, check-in with your prospect to test their receptiveness to your story. 

While storytelling can be a powerful communication technique, you should save it for emphasizing key points. 

See Kevin Nichols and Stephen Boswell, The Power of Selling With a Story, Wealth Management.com, Dec. 27, 2012. 

Special thanks to Jim Hillhouse (Professional Legal Marketing (PLM, Inc.)) for bringing this article to my attention. 


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Thanks for posting this. Thinking back on my pitches, the best and most successful ones, whether it be to a prospective estate planning client, or a judge or jury for that matter all involve storytelling.

Posted by: brian j. cohan | Dec 29, 2012 9:56:48 AM

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