How to Tell Your Business Story (The 5 Parts That Sell)

Summary

Gilberto Herrera presents a five-part business storytelling framework for turning a founder’s personal story into a clear way to attract clients. His central advice is to open with a vivid moment rather than a résumé, show what changed, support the story with a few strong proof points, and clearly state whom you help and what they receive.

The Five-Part Story Framework

1. Low point — open with a scene. Describe a specific moment your audience can picture or relate to, rather than starting with a title or credentials. Herrera’s opening image is a dog chained to a tree, alongside his experience as a teenager who could not work, attend college, or drive.

2. Defining moment — show the turning point. Identify the person, decision, or event that changed the direction of the story. For Herrera, a neighbor connected him with David, who gave him an opportunity to learn a business.

3. Result — explain what opened up. Be concrete about what changed as a result. Herrera describes gaining access to business operations and relationships, followed by opportunities in marketing and sales—not simply saying that he “grew.”

4. Proof — choose two or three facts. Use a small number of compelling examples instead of listing every achievement. Herrera’s proof points include coaching a client, training thousands of entrepreneurs, and helping a client couple reach seven-figure revenue.

5. Who you help — make the offer clear. State whom you serve, what you do, and what outcome or deliverable clients receive in plain language. Herrera says he helps coaches, consultants, and service-business owners clarify whom they serve, build an offer, and create systems for bringing in clients. If a stranger cannot tell whether you can help them, the story is not finished.

Business Examples and Metrics

• An opportunity with David, who ran an alarm and low-voltage wiring company, gave Herrera exposure to how a business operates and led toward marketing and sales work.
• A speaking opportunity led to an introduction to Rico Makadori, who hired Herrera as a coach before Herrera identified coaching as his profession. Herrera says this pushed him to build his business and invest his first coaching income in his own coaching.
• Herrera later became Alabama’s Grow with Google Coach and says he trained more than 8,000 people in four years.
• He says he helped the Denmarks move from “just flippers” to a seven-figure revenue milestone by changing how they were perceived and what they charged—not by changing their underlying activity.
• Herrera became a U.S. citizen on July 28, 2022, at age 36. He uses this personal milestone to illustrate persistence and consistency, rather than as a business KPI.

Actionable Recommendations

• Answer the five framework questions in order: What was the low point? What changed things? What opened up? What are your two or three strongest proof points? Who do you help now, and what do they get?
• Tell the story aloud and record it on your phone. Transcribe the recording; Herrera argues that spoken language often sounds warmer and clearer than writing from scratch.
• Reuse the resulting story across your website, bio, and podcast introduction.
• Avoid relying on generic claims such as “I’m passionate” or leading with a long list of titles. Show the turning point, the change it caused, and the evidence that supports your credibility.

Presenter and Source

• Gilberto Herrera — presenter and source of the personal examples and framework.