Build your story.
Buyers are people, too… they want to know where your business has come form and where its going. They want to hear about some of the successes you’ve had that might be relevant to them. They want to know that actually you are passionate about what you do and will look after them as a valued client.
Building your story is about the small things. Its keeping a record of some of the positive things you’ve done, or clients you’ve helped. They want to know key lessons you’ve learnt and how that has shaped your business, and created a cycle of continuous improvement.
In the work we’ve done, some of the most personally rewarding has been working with small, family run businesses and helping them to prosper, safeguard jobs and grow.
If you felt a warm, fuzzy feeling reading that last paragraph, think how your evaluator might feel, seeing a small spark of human-interest in a sea of dry and methodical responses.