Gain Customer and Team Member Buy-in With This Ancient Strategy

In today’s business environment, in order to get the maximum value from our greatest resource – our people – they need to buy-in to our ideas and projects.

Interestingly, attracting customers and gaining buy-in and commitment from team members can both be accomplished using the same technique. No, it’s not some new app or newly minted technology. In fact, it’s a technique that is thousands of years old. “What is it,” you ask? “Where can I sign up?” you’re wondering. Well, before I pull the curtain back for the big reveal, allow me to share a story with you.

I remember a teacher I had back in the day. It was American History. My friends and I thought this class was going to be such a bore. I mean, come on. American History. Seriously? What could they teach us on the subject that we hadn’t already learned? Hashtag ‘snoozecity’ or so I thought.

Surprisingly, I fell in LOVE with history that year. I learned things that I’d never even heard before. When the bell rang at the end of class, literally no one wanted to get up and leave. She had us sitting on the edge of our seats, and left us wanting more. Binge-watching Game of Thrones or House of Cards had nothing on this teacher.

How did she do this? What technique did she use?

She told vivid stories that put us right in the middle of the action. She drew us into the emotions, feelings, and motivations of the real people we were learning about. It was like a soap opera. Okay, maybe that’s not a great analogy. It was like a very compelling docudrama or Netflix series that we couldn’t wait to tune into the next day.

If you want people to care about where you want them to go with you, make it about them and tell them compelling stories. Gain their buy-in by tapping into their emotions.

How does storytelling fit into your business?

I can hear your eyes rolling, as images of sitting around a campfire telling stories dance through your head. This is not a technique reserved for professional speakers or storytelling competitions. Good storytelling can make your message – yes, yours – meaningful and compelling to team members and customers alike. Let me explain how.

Give context. Facts, figures, and statistics have no intrinsic meaning unless they’re tied to a story that gives them relevance. Steve Jobs had the ability to brilliantly put technical information into terms and pictures everyone could relate to. When introducing new products, Jobs never spouted facts about features of Apple’s latest creation; he gave it context and relevance.

For instance, when introducing the iPod, instead of saying it had 30 GB of storage, he said it had enough memory for 7,500 songs, 25,000 pictures, or up to 75 hours of video. Now that “story” gave his message relevance to every potential Apple customer!

For your message to pack a powerful punch, don’t only give facts and data; provide information within a framework of context and perspective. That’s what gives it meaning and relevance for your team members and customers.

Appeal to Millennials and Gen Z. Raise your hand if you have no interest in appealing to these soon-to-be largest segments of the workforce. You, my friend, are in the minority. But if you’re like the rest of us who either need to lead or engage these team members or want to attract them as customers, you need to use storytelling. Keep in mind that Gen Z – the generation AFTER the millennials – uses images more than words. Think icons, emojis, bitmojis, etc. So use a story to help to paint a mental picture for them. Use metaphors, analogies, and similes to give a frame of reference.

Tell the ‘Why’ behind the ‘What.’ The old command and control style of leadership has gone buh-bye. Team members today are not robots, just taking orders without thinking. And frankly, who would want that, anyway? If we really want buyers and buy-in, if we want to have team members and customers to commit to us and our ideas/products/services, then we need to show them why a certain course of action is important. How do you do that? Use real-world examples, case studies, customer reviews. Where possible, use images – and better yet, videos – of those team members and customers whom you’re highlighting.

Make it Compelling. You’ve probably heard the story of how Airbnb got started. If not, here it is in a nutshell. Two young guys move from New York to San Francisco and suddenly find that they can’t pay their rent (shocking, I know!). There was a big conference in town and all of the hotels were sold out. So they had the bright idea to blow up some air mattresses and offer visitors a place to sleep and breakfast in the morning. Hence, Airbnb was born. The point is, these founders have told this story over and over as a way to enlist, not only customers, but more Airbnb hosts. If you go to their website, you’ll see a buh-zillion stories featured as “experiences” there. Attract customers – and employees – by telling compelling stories.

No, you don’t need a porch swing to become the storyteller of your organization. Simply determine how to weave your message into a story that will move your team members, as well as your customers.

Telling heartfelt stories gives your message relevance and perspective. Become a great storyteller and you’ll greatly enhance your leadership, and hopefully, your bottom line.

YOUR TURN:

• What stories do you have in your bank?
• How can you turn those stories in to team member and customer buy-in?
• What are you biggest storytelling tips?

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Jennifer Ledet, CSP, is a leadership consultant and professional speaker (with a hint of Cajun flavor) who equips leaders from the boardroom to the mailroom to improve employee engagement, teamwork, and communication. In her customized programs, leadership retreats, keynote presentations, and breakout sessions, she cuts through the BS and talks through the tough stuff to solve your people problems.

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