The power of storytelling in business: How to communicate with impact and lead with influence

In today’s fast-paced business environment, data, facts, and figures alone aren’t enough to inspire and drive action. What truly resonates with employees, clients, and stakeholders is a compelling STORY.

Let's explore why storytelling matters in business and see below, where I provide actionable steps for you to become a more effective communicator through storytelling.

So you’re wondering, "I'm an accountant, I'm not in sales or marketing, why the heck do I need storytelling?"

The truth is, storytelling is how we, as humans, have connected, influenced, and made sense of the world since the dawn of time—and in business, outside of sales and marketing, storytelling is key to building strong teams, leading with purpose, driving change, and creating a culture that resonates with and motivates us.

Even if you're the numbers guru, you will make more impact and have more engagement if you can make the numbers come alive and siiiiing!

Bill

Let me tell you about Bill, a seasoned sales leader. He told me this story, about a time he found his team in a slump, sales numbers had plateaued, and motivation was low. I started my career in sales, so this story hit home...

Bill had been in sales for over a decade, and while he was no stranger to challenges, there was one particular time that stood out as his greatest struggle.

As a new manager, his team was just shy of breaking their all-time sales record. The energy was high, but as the quarter dragged on, it became clear they were falling behind. Deals that seemed like sure things were suddenly slipping through their fingers. His team was growing frustrated, and morale dipped dramatically.

Bill knew he had to find a way to turn things around, but he felt stuck. He recalled how they had tried every technique—cold calls, follow-ups, promotional offers—yet nothing seemed to work. It was like running on a treadmill; they were putting in effort but not moving forward.

So, one day, Bill sat down with his mentor, seeking advice. His mentor asked a simple question: "Why do you think your team isn’t closing the deals?"

Like everyone who has worked in sales at some point, Bill's initial response was to place the blame elsewhere—tough market conditions, harder competition. But then he realised the truth: they were too focused on tactics, not enough on the relationships.

He was so fixated on hitting numbers, that he had lost sight of what had made them successful in the first place—building real connections with their customers.

That moment of clarity was a turning point for Bill. He knew that he had to change the approach—not just for himself, but for his team.

He opened up to his team; "years ago, I worked with a client who had been burned by their previous supplier. They felt frustrated, let down, and completely out of options. When I first met them, I was eager to dive into our product, talk features, benefits—all the usual stuff we focus on in sales.

But as I listened to their story, I realised they didn’t need to be sold anything. They needed to feel heard. So instead of launching into a sales pitch, I asked them to tell me more about their challenges. What had gone wrong? How did it impact their business? How could we help them move forward?

We spent most of that first meeting talking about them. I barely mentioned our product at all. It was about showing that we cared about their pain points and were here to partner with them, not just sell them something.

By the end of the conversation, I saw something shift—they trusted us. Not because of our product or pricing, but because they felt we were genuinely invested in helping them. That trust led to one of the biggest deals I’ve ever closed, and it came from focusing on the relationship, not the sale.

So, when I say 'connect with clients,’ I don’t just mean talk to them—I mean really listen. Put yourself in their shoes. When you do that, you’re not just closing a deal; you’re building partnerships that last."

Bill ended his story with a clear, actionable takeaway for his team:

“I know it’s hard to keep going when you feel like you’re not making progress. But I want us to shift our focus. Let’s stop thinking about numbers and start thinking about people. Each of you is great at building relationships—let’s get back to that. Reach out to clients and ask how we can help them, not just what we can sell them. When we build real connections, the deals will follow.”

Bill’s team reconnected with their clients, focusing on relationship-building rather than just closing deals. In the next quarter, they not only hit their targets—they exceeded them, breaking the region's sales record.

Success in sales, as in life, comes from connection, trust, and shifting the focus back to what matters: people.

Storytelling isn’t just for marketing or sales—it’s a powerful tool that managers and business leaders can use to engage teams, build trust, and foster stronger connections.

If I had told you the story like this:

'Bill, a sales manager, needed his team to hit their target. He told them to connect with the customer's needs. The end.'

How does that make you feel? If you were in his team, would that inspire you to take action?

Why storytelling is essential in business:

1. Stories humanise data: While facts inform, stories inspire action. Transforming statistics into narratives allows us to connect emotionally with our audience, making abstract concepts more relatable and memorable.
2. Builds trust and connection: Authentic stories make people and leaders more approachable. Whether you're sharing lessons from a failure or success, storytelling shows vulnerability and fosters a sense of trust within your team. Storytelling fosters empathy.
3. Influencing and leading change: In times of organisational change or innovation, telling a compelling story about the “why” behind the change helps align the team and motivate them to embrace new directions.
4. Fostering engagement: Employees often feel more engaged when they see their role in a larger narrative. By weaving individual contributions into a bigger story, you help your people see the impact of their work.

TLDR; stories make information memorable and meaningful.

If you're thinking, "But how do I actually do that?" Don’t worry—here are some actionable steps to help you master storytelling and communicate with impact!

One of the coolest communicators and story tellers I know is Critter. I sat in one of his "Persuasive Storytelling" masterclasses, and he shared these nuggets of wisdom:

skills X content = impact

In a presentation, whether in person or virtually, follow this formula for great results:

1) The incident/event

Give people enough detail to get them hooked, but don't bore or get bogged down with too much detail... Engage your audience, this is where you start the journey.

• Who was involved?
• When did it take place?
• Where did it take place?
• What happened?

NOTE: The order of the above is not important, but make sure you touch on all of them to paint a picture.

2) The point of your story

This is where you turn information into insight. The reason WHY you are telling this story. Make sure your story is relevant!

What is in it for your audience?

For example, the point of Bill's story, was that he lost track of what really was important, the customer experience. If only there was a way for Bill to rally his team and hit the target...oh yes, open communication, storytelling with a high dose of EQ. ??

3) Link to the outcome

Your story's first and second parts are essential, and the way you bring it home is point three!

This is your key message and what you are trying to convey through your story.

The more creative you are, the more memorable you will be.

If you can successfully complete step 3, your story will have the power to not only clarify your main point but also bring abstract ideas to life, making them relatable and engaging. It will help overcome objections by appealing to emotions and logic, bridging any disconnect your audience might have. Your story can inspire action, build trust, and create a deeper connection, allowing you to communicate complex concepts in a way that resonates with your audience on a personal level. Ultimately, it’s about influence—leading people to see things from your perspective and compelling them to take action.

• Tip: Every good story has a purpose. End your story with a clear and actionable takeaway that ties back to your business goals.
• Example: “Now that you’ve seen the impact of communication and EQ, how will you apply this to your next team meeting? What steps can we take as a team to build on this momentum?”

Lead with stories, not just data

Storytelling in business is about more than just relaying information—it’s about creating a narrative that connects, engages, and inspires action. By incorporating storytelling into your communication, you become a more effective leader, build stronger relationships, and foster a culture of trust and collaboration.

Try these actionable steps the next time you’re communicating with your team or clients, and watch how stories can transform the way people engage with your message.

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