We all share stories about our work life. When those stories are exciting and positive, it turns all of your employees into goodwill ambassadors for your company, its culture, and its products. Whether the story is about the culture, the company origin, the latest innovation, or your continuous improvement journey, your story is your most powerful marketing tool. You need to take advantage of it and create a culture where employees know-how and love to share your stories.
It’s a Fact
Research proves that storytelling has an exponential impact. Andy Goodman, the author of a blog called Free Range Journal, makes his living helping organizations convey their messages through storytelling. As Andy, says, “Even if you have reams of evidence on your side, remember: numbers numb, jargon jars, and nobody ever marched on Washington because of a pie chart.“
Marketing speak, and PowerPoint presentations are boring. So boring, people quickly forget them. However, stories are engaging and memorable. They put things in context, and they connect the dots for both employees and customers. They stir the imagination, which leads to innovation and improvement. Stories provide a connection to the things you do.
See For Yourself
Menlo Innovations and Sur-Seal are excellent examples of companies that have created a culture where their employees are an integral part of their story. The cultural change to people-centered leadership and continuous improvement has significantly increased their business from around the world, and it keeps their employees engaged. The management team and employees share their improvement stories in videos on their websites, as well as, in-person, and, on company tours. When you and your employees love and share your culture, and its story, they are inspired to continue to improve. Also, your business grows, and it creates a positive, sustainable environment.
Check out these short videos of Menlo Innovations and Sur-Seal that include employees explaining how they love a culture where they help the company continuously improve and grow. They also tell how they love their job, and they love sharing the company story. https://menloinovations.com/stories#all and https://www.sur-seal.com/company/
Of Course, It Includes Your Salespeople
I also want to include the impact on your sales force. When salespeople share your story, it differentiates you from the competition and engages prospects and customers in conversation. Stories make sales calls more exciting and create 6 to 22 times more sales than a PowerPoint presentation. Stories don’t have to be a Hollywood production. Anecdotes about a personal experience or other companies are a powerful way to help customers understand concepts and make the connection to their business. A story humanizes your company and you. When people know you better, they trust you. People buy from people they know and trust.
I hope this article inspired you to continue to make changes and improvements to get your employees telling your stories. Also, consider learning more and adding business storytelling skills to their toolbox and yours. You will beat the competition and increase your business growth.
About the Authors
Phyllis Mikolaitis and her business partner John Switzer are speakers, sales coaches, and training developers, each with over 30 years’ global experience. They are dedicated to helping you learn the latest persuasion techniques incorporating insights and stories to win the sale.
Get our free mini-course on Why Storytelling is Critical to Your Success. We filled it with tools, tips, and resources to help you achieve success. https://salestrainingsolutions.com/courses