Catherine's Journey
Introduction
Finding Sales Success Through Storytelling
Catherine is a dynamic agent at a leading life insurance company. Her natural warmth and flair for connecting with people have made her quite successful with various markets, though she has a particular passion for working with millennials.
Customer Journey
Craft narratives about who you serve, what you’re worth, and where that helps them arrive.
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Challenge
Journey
Success
Challenge
Catherine faced a challenge with Millennials. With their unique needs and skepticism towards life insurance, any notions of financial stability seemed a distant future to many.
Though she had plenty of stories to tell, she needed help tailoring them effectively. Whether it was a self-made entrepreneur with few family ties or a working parent stretching every dollar for their children’s education, finding the right narrative for the right client often proved difficult.
Journey
So we tried a new approach: one focused on the needs, wants and desires of her clients, and how her insights and guidance could help them reach for a better life.
By delving deeper into her specific market’s unique qualities and circumstances, we were able to identify at what points in the Customer Journey most potential clients express their concerns, worries or feel inclined to leave.
This allowed us to divide her existing client base into more refined submarkets, and Catherine to draw on the real success stories that would speak to each.
We also asked prospective clients to describe their ideal or best life, so that Catherine could center her replies on specific policies, and what those, in service to, helped them achieve.
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Success
Catherine’s journey through storytelling transformed her professional landscape. Our innovative approach not only enhanced her ability to connect and persuade but also led to a significant increase in sales figures—and garnered praise from new clients who appreciated her authenticity.
By carefully selecting tales that resonated with each potential client’s unique situation, Catherine streamlined her process, saving countless hours and fostering deeper connections and trust. And in turn, new friends and referrals.
Upon promotion to manager, Catherine fully embraced the opportunity to mentor her employees: teaching them to narrate their achievements as relatable stories, help their clients aspire to live their lives fully, and embrace empathy.
Testimonial
“I doubted how storytelling could impact my sales. Jarod changed everything. His insights and enthusiasm unlocked new creativity within me, making my client interactions more meaningful and effective. Thanks to Jarod, I not only met my sales goals but also enriched my professional relationships.” – Catherine.
Rules that Apply
Stories are hearts that we give someone else to like. Make one thatʼs alive.
Life insurance is a difficult product: it evolves with you, requires substantial investment, and you don’t always see the value of it, day to day. Until something happens, and then you do.
It’s also, managed properly, an incredible asset: one that can provide a solid foundation with which you own dreams—such as a new home, business or family—to pursue.
Above all though, it requires someone you can trust to help you navigate through this, whatever might happen. Which is why good advisors are cherished. And I’ve worked with and interviewed enough of them to know that the best all share the same quality:
They listen. To your needs, to your wants. To your desires.
And then down that path guide you.
“A little stuffed tiger, out of plush and velour, velvet and felt, and whatever else made she could find.”
Catherine’s a great example of one particular kind of story, most often seen in business or branding: the Customer Journey.
Which, all too often, is seen ( and implemented ) on a macro level.
But certain products and services, especially those that require a significant investment or can affect so much of our life, need greater finesse and sensitivity:
They need an attentive soul who can hear, in those quiet moments, where someone is at and where they would like to be. And then guide them along their journey.
Book a call with Jarod Cerf,
Your Storytelling Guide.
And use our friendly calendar to schedule a free half-hour—
plus bonus self-assessment, so you can maximize the time.
