Brian Sullivan
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The Power of a Story
How to move an audience of any size.
Several months ago on the way home from the airport, I popped into a Waffle House, sat down, and ordered lunch. As I turned to my right, I noticed a woman in tattered clothing sitting alone with her head down in a booth. Hoping to brighten her day I said hello. She quickly perked up, smiled and shot me a, "What choo do for work?" After telling her I teach people how to sell and how I travel a lot for work she said to me, "Name’s Wilma. And Wilma says you get your butt home. And don’t forget what’s most important. It’s your wife and kids. On the way home, you get that wife some flowers at the Price Chopper. That’ll make her feel special" After chatting for a while with Wilma, I jumped in the car and drove home. As I pulled into the Price Chopper, I realized that while my aim was to help brighten Wilma’s day, it was Wilma who brightened mine by reminding me who my number one customers really are … my family.
The power behind stories
The story above is a condensed version of a real story I use in one of my presentations to illustrate how there are learning lessons all around us. I also sometimes use that story when I want to make a point about understanding who our number one customers are … family and friends. At other times, I use that story to discuss the importance of being a good listener.
Let’s say I didn’t use a story to illustrate my point. Let’s say I just stood in front of an audience and said, ‘OK everybody. You are all spending way too much time at work and not enough time with your loved ones. You need life balance!"
Do you think I would move my audience? (Probably, because they would be moving to the exits.) Instead, by telling a story, a point can be made that allows the audience to paint their own picture. In that picture is the lesson. The story helps us understand.
So, have you had to stand up in front of a group of people recently to deliver a presentation? Or perhaps it was just one or two people that you had to teach, persuade, or influence. How did you do? If you weren’t 100 percent confident in your performance, then perhaps it’s time to add a little power to that presentation. The power will come from the stories that you will tell.
For example, if you are in dental sales and personally witnessed your product doing something great for a patient, tell the heartwarming story of how it helped a patient. If you are a sales manager who at one time blew a major sales call only to learn a lesson, open your next team meeting with a story that creates laughter. If you are a product manager who has to train your team on the use of your product, get rid of that bubble graph Power Point slide that can comatose a gallery and instead tell them a story about the first time that product truly excited you.
So this week, think of a presentation or meeting that you will soon participate in. Then take a few minutes to think of a story that you can add that will delight, enchant, touch, teach, recall, inspire, motivate and challenge. When you’re done talking, be prepared for the story to spread about what a great job you did moving your audience. [FI]
Sales coach and business consultant, Brian Sullivan, is author of "20 Days to the TOP - How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less." As president of PRECISE Selling, Brian helps improve sales, customer service, leadership, and presentation skills through seminars and Internet training programs. He also hosts "Entrepreneurial Moments," a radio show on business and personal development. Visit www.PreciseSelling.com.
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