The Importance of Storytelling in Professional Networking

Using the 60-10-30 Formula

In professional networking, storytelling is more than just a buzzword. It's a powerful tool that can help you connect with others on a deeper level, build trust, and even open doors to new opportunities. But how do you tell a story that not only resonates but also empowers your network to advocate for you?

"60-10-30" Formula and the "Sell Through, Not To" Concept

Enter the "60-10-30" formula, a storytelling structure that allocates 60% of your time to identifying a mutual problem or opportunity, 10% to presenting yourself as a solution, and 30% to discussing the benefits of a professional relationship. 

Coupled with the concept of "Sell Through, Not To," this approach aims to equip your network to be your advocates, amplifying your reach beyond your immediate connections.

Identifying the Mutual Problem or Opportunity (60%)

The first step is to spend the majority of your interaction—about 60%—discussing common challenges or opportunities in your industry. This sets the stage for a meaningful conversation and creates a sense of mutual understanding.

Techniques for Setting Up the Problem or Opportunity

• Share Relatable Anecdotes: Use stories or experiences that your network can easily retell to others.

• Discuss Trends and Challenges: Talk about current industry trends, challenges, or gaps in a way that's easy to understand and share.

Goal

The aim is to create a sense of mutual understanding and shared objectives that can be easily communicated to others.

Presenting Yourself as the Solution or Asset (10%)

Once the problem or opportunity is established, dedicate about 10% of your time to subtly introduce how you are the solution or asset to this problem.

Craft Your Value Proposition

Make your value proposition straightforward and easy for others to explain and advocate for. Whether it's your skills, experience, or network, make it clear how you bring value to the table.

Goal

The goal here is to make it easy for your network to talk about you to their own networks, essentially "selling through" them.

Discussing the Benefits of a Professional Relationship (30%)

The next 30% of your time should be spent discussing the mutual benefits and maintaining a professional relationship.

Emphasize "Shareable" Benefits

Focus on benefits that make it easy for your network to communicate to others. Whether it's potential collaborations or the value of specific solutions, make these benefits shareable.

Goal

The aim is to leave a lasting impression that a professional relationship is mutually beneficial and your solutions are worth sharing with others.

Equip Your Network to Advocate for You

Provide your network with concise, memorable talking points or stories that they can use to describe you, your skills, or your services. You may even offer to share resources, articles, or other collateral that can help them articulate your value to people they know.

Conclusion

The "60-10-30" formula provides a structured yet flexible part of your professional networking arsenal. It helps you identify mutual problems or opportunities, present yourself as a valuable solution, and discuss the benefits —all while equipping your network to be your advocates.

By incorporating this storytelling formula into your networking strategy, you not only build stronger professional relationships but also empower your network to become your advocates. This approach amplifies the reach of your storytelling, extending its impact beyond your immediate network. 

Give it a try and take your professional networking to the next level.