Why Telling Stories is Important
Telling stories and using personal examples is important when we speak. When we tell stories, our audience is emotionally engaged and can relate to them. Since we were children, we have learned lessons from stories. Everything from fairy tales to religious texts, they all had an emphasized point that we grew from.
People who give business presentations may think that they will lose credibility if they get ‘sidetracked’ with a story but that is not the case. In fact the impact of your presentation will grow. After all, people may not remember every detail of your story, but they’ll remember how you made them feel.
Stories are also a powerful form of persuasion, especially if you use your client as an example. When doing this, follow the simple formula of point-story-point.
For instance, let’s say a pharmaceutical representative gives a presentation on a new cancer drug. He should start his speech with his point:
What we do and what we sell everyday matters!
Then comes the story.
A former patient of mine is now cancer free thanks to this medication. She has overcome her struggle and I feel partly responsible for introducing it to her. She will now live a full and happy life.
There will be more details and emotions in the story of course, but you get the gist. At last, end it with the point again to really seal the deal with your clients.
So don’t just think of yourself as a sales rep because what we do everyday saves lives and changes lives!
Stories should be used not just in formal presentations but also in sales calls, during staff meetings, on conference calls, in webinars, when pitching to clients and in most communication situations.
Telling stories keeps the audience engaged, emotionally connected, and helps them remember your message.