The Before, During and After Story
Practical ways to tell the before, during and after story, the clearest way to show what you change for a customer.
Change is the heart of a customer story. Show where they started and where they are now.
11 tips that really help
These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.
Before, during and after is a simple frame
It shows the starting problem, the journey and the improved state.
Draft three paragraphs.
Describe before clearly
Explain what life looked like with the problem, including its costs.
Be specific.
Show during honestly
Describe the steps taken, including challenges and decisions.
Include one obstacle.
Paint the after with proof
Share the result with numbers or quotes so the change feels real.
Add one measurement.
Keep the contrast sharp
The bigger the visible difference, the stronger the story.
Compare in one line.
Use similar customers
Choose a story where the before matches your listener’s situation.
Match them.
Keep time frames honest
State how long the change took so expectations are realistic.
Mention the weeks.
Include the customer voice
A quote about how it felt makes the story human.
Ask for it.
Be careful with promises
Say this was their result and others may differ.
Add a short note.
Offer a path forward
End with how the listener could take the first step.
Propose a small start.
Keep one on file for each product
Having a ready story for every offer saves time.
List yours.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Before, she spent six hours a week on orders.”
“We set up a simple system over two weeks.”
“Now it takes one hour, and she has her Fridays back.”
“She told me it feels like a weight lifted.”
“You may have a similar situation.”
“Would you like to see how it works?”
Your first week
One small action a day. Each day is only a little bigger than the last.
Pick a customer story
Write the before in one sentence
Write the during in one sentence
Write the after in one sentence
Add one quote
Add one number
Tell it in sixty seconds
Further reading
- Building a StoryBrand (Donald Miller)
- Pitch Anything (Oren Klaff)
- Made to Stick (Chip Heath and Dan Heath)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
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Start freeThese lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.
More lessons in “Tell Stories That Sell”
Keep going. Small steps every day make a big change.
← Previous: Collect Stories While They Are FreshNext: Use Real Numbers Honestly →
- Why Stories Beat Statistics
- The Simple Story Shape: Problem, Struggle, Win
- Make the Customer the Hero
- Find Stories in Your Everyday Work
- Keep It Short, Keep It Real
- Add One Vivid Detail
- End Every Story With a Point
- Collect Stories While They Are Fresh
- The Before, During and After Story
- Use Real Numbers Honestly
- Tell a Story Like Your Customer Would
- Match the Story to the Buyer
- Case Studies People Actually Read
- Ask for Testimonials Without Awkwardness
- Your Ten-Second Introduction
- The One-Sentence Pitch
- Cut the Jargon
- Lead With the Problem You Solve
- Make the Benefit Obvious
- Use Simple Words and Short Sentences
- The Message Test: Can They Repeat It?
- Open With a Hook
- The Three-Point Presentation
- Slides That Support, Not Distract
- Demo the Result, Not the Features
- Use Pauses Like a Pro
- Handle Questions Mid-Presentation
- Close Your Presentation Strongly
- Hold the Room Without Shouting
- Use Your Hands and Eyes
- Control Your Pace Under Pressure
- Recover From a Slip
- Pitch to One Person or Twenty
- Pitch Over Video With Energy
- A One-Page Proposal That Wins
- Open With Their Problem, Not Your Company
- Show Options: Good, Better, Best
- Make Pricing Easy to Understand
- Add a Clear Next Step
- Proofread Like a Professional
