You need a story in order to be able to create a compelling sales narrative. A good story will do 4 things:

1) Create curiosity

2) Subtly give prospects a reason why you're reaching out right now

3) Quickly explain what you do

4) Make you look good

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Here is the process that I use to create a story for my clients.

First, gather the data points.

What is new at your business? Where have you been investing? Where have you traditionally been, and where are you going? Why did your current customers choose you?

This is the base of your narrative.

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"We've managed to grow the last 4 years exclusively off of referrals from our clients, so cold calls/email are new to us..."

"We just acquired XYZ company in [location near them]. Spent the first year stabilizing operations and getting some new equipment. We just launched a new service offering..."

"Traditionally we've seen a lot of success helping [different type of customer than who you're messaging]. Over the last few months we've really doubled down on..."

"I'm sure you're aware that [condition exists in market], we've actually been working behind the scenes the last few months to set up a new [competitor to that condition]..."

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Next, segment your offer into 2 or 3 pieces based on the characteristics of your buyer or their scenario.

"Typically [Business Owners] reach out to us when they are in either one of two boats. Either they [realize X problem] or [understand Y problem is a limiter of growth]"

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Now hook in a question.

"How are you guys handling XYZ?"

"It seems you've probably got a few different providers since you have 4 locations. How do you XYZ?"

or perhaps if you're more bold... "I have a feeling you're going to tell me that neither of those apply to you..."

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When done well, you'll have a killer sales hook and narrative to tell that is easy to remember, personalized, breaks through the noise in the market because of high levels of relevance, and ultimately helps you open the door to win new business.