Storytelling is a transactional experience. The best way to get to develop that transactional story with your client is by engaging in active listening. Listening completes the transactional loop of a story.
People will tell you who they are, you just have to listen. This may mean learning how to ask the right questions and the hard questions. It will take practice to get to the heart of your client's story, but you'll create a better relationship if you invest your energy this way.
Listening is an art, and it's an important part of this Power of Story transaction.