Create and use your own story to get ahead in business

That’s my story and I’m sticking to it

Without stories, there is no business

Like food, water and the air we breathe, telling and hearing stories is a basic human need. Stories connect the past and the present to the future – they help us reflect, understand ourselves and find meaning. Therefore, it’s no surprise that stories and storytelling is just as important in business as it is in life. Today I’d like to talk about the importance of creating, understanding and using your own story in your day-to-day work.

The science of exchanging stories

Storytelling is often seen as an art, which of course it is, but many of us are unaware that there’s also a science to it. Stories stimulate our emotions and activate the empathetic part of our brains. When we hear a story, events are filtered through our own ideas and experiences (through a fancy process called ‘neural coupling’) and emotional reactions release positive chemicals in the brain, such as dopamine.

Many other complex scientific processes come into play, but the fact of the matter is that stories hit us on a deeper level and are a primary factor in the building of relationships. If you meet someone and connect through the exchange of stories (who they are, what they’ve done, their beliefs/values) then you’re in a position to become friends.

This is no different in business. Forging a connection with a customer or client through the exchange of stories is one of the keys to selling ANY product or service (even if the story is only coming from one side, i.e. - through an advertisement). Let me give you an example.

Your story is your greatest weapon

Back when I owned multiple gyms, every time I would sign up a new member and give them a tour of the facility, story time would begin. I’d begin by giving an overview of the business’ story – where and why we started, how long we’d been running, who are our typical clients. I’d then ask questions that allowed them to tell their own story and in response, retell the stories of others.

For instance, if a new customer was talking about their anxiety over using a gym for the first time and their worries about their weight and health, I’d tell the story of Bill, who was a busy businessman who had never exercised. Bill was in such poor health that he needed to lose 50kg and initially, I was so concerned for his health that he had to wear a heart rate monitor. But within a year, he was on his way to his goal weight and was a completely different person.

I’d then show them my ‘visitation’ honour board, that listed the most frequent users of the gym and point out Bill’s name on the list. I’d tell them that Bill had visited over 150 times and had avoided the 90-days-then-quit trap that new gym members often fell into.

Through this simple exchange of stories, I’d:

?   Humanised myself – I was not someone who was merely there to take their money

?   Listened and showed that I was interested in their unique situation

?   Given them a true story to connect with that inspired them to reach their own goals

Because we’d built a rapport and found common ground, from that point on, any time this new member walked through the door, we were building on an existing relationship. We knew each other’s stories and, in a sense, had become part of each other’s.

TIP: Stories, in business, aren’t limited to events that have already occurred or that are currently occurring. Your vision for the future is merely a story that hasn’t yet happened. It’s important to create these stories in our minds as they give us a living, breathing picture of what could (and if you play your cards right) will happen in some way, shape or form.

Once you understand the power of storytelling and incorporate it into your business arsenal, you can take your sales and marketing skills to the next level.

Here’s to your success,

Craig D. Schulze

P.S.

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