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At the Cafemutual Ideas Fest 2023, Sunil Subramaniam, Managing Director of Sundaram Mutual Fund shared practical tips to win clients through storytelling.
While many MFDs have been using storytelling to simplify financial concepts, many of them struggle to maintain a fine balance between numbers and purpose of the story. Many MFDs end up telling stories which are full of figures and jargons, said Sunil.
Sunil said that MFDs should segregate their storytelling approach into three parts. Let us look at them one-by-one:
The storyteller:
- Practice in front of your family, team or mirror to seek constructive feedback
- Use examples and case studies, which are more relatable to your target audience
- Story should be short, crisp and to the point
- Dress appropriately based on target audience. Avoid casual attire for corporate and formal attire for younger audiences
The listener:
- Don’t be rigid with your script. Make changes depending on the situation
- Present investment as an interesting concept
- Generate curiosity by giving attractive title to your stories
- Tell your audience how long it will take
The story:
- Integrate a few videos to make your talk more attractive
- Don’t start with numbers even if it is interesting
- Blend facts and fiction to make it more interesting
- Ask question to hold an interactive discussion
