Storytelling: How to Win Business and Engage Your Audience

Businesses with effective communication are 50% more likely to have lower employee

turnover.

Rapport

Source: Hart Research Associates, January 2013

27% of employees get communication training – and only that amount are confident in their

communication role at work.

Rapport

Source: ROI Communication Benchmark, 2013

1. Identify how storytelling captures the attention of your audience

2. Enhance communication with memorable anecdotes and parables

3. Use stories that creatively deliver key messages and takeaways

4. Demonstrate storytelling skills that make an impact and prompt action

Program Objectives

Storytelling as a Communication Tool

What Makes a Good Story?

Elements of Impact

Impact!

StructureContent

Delivery

The Three-Minute Story

Context

Resolution

Conflict or Opportunity

Message

Characters > Who is the story about?

> Where did the story take place? How did it all begin?

> What challenges were faced? What was overcome?

> How is the conflict overcome or the opportunity realized?

> What is the moral, punch line or purpose?

Techniques for Effective Storytelling

Planning

Action

Benefit

Example

The One-Minute Story

Delivery

Example

Action

Benefit

The One-Minute Story

Story Inspiration

Sales presentation Board presentation Impromptu meetings Employee engaging / motivating Communicating change at the workplace Providing feedback Solving team member conflict Business networking

Challenging Communication Situations

Storytelling: How to Win Business and Engage Your Audience