When To Use Story In Presentations

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Whether seeking a customer’s commitment or motivating your team to embrace a new challenge, your goal is to persuade. Nothing persuades like a story!??

Stories are unparalleled in their persuasive power and leave a lasting impression beyond stating facts. When a listener engages with a story, it triggers strong responses by connecting to them on an emotional level. In a professional context, this emotional connection is key — it drives listeners to take action.??

Here are a couple of examples of when to use story to persuade and inspire action:???

Formal presentations??

Whether you’re speaking to a small or large audience, their focus will be entirely on you. You might use slides or decide to go without them. You could present without interruption, or your audience might interject with questions. You hold the floor regardless of the format because you have something valuable to share.??

A steady flow of data and facts can help build your case, but it can also become exhausting for your audience. Stories offer a refreshing change by engaging the audience emotionally in ways that data cannot. They not only provide relief but also make your ideas more memorable.??

Show your idea becoming a reality! Persuasion takes hold when your audience can see how your idea works in real life; stories make that clear. You might use a hypothetical scenario to show how things could improve if they follow your advice or explain the consequences of not doing so. Sharing examples of people who benefited from your ideas reinforces their practical value. By illustrating real-world scenarios, stories bring your presentation to life.??

Sales Conversations??

Sales is about persuasion — guiding a customer from not buying to buying. And the best salespeople are master storytellers. They know stories have the unique power to highlight their customers’ challenges and demonstrate how their product or service is the perfect solution.???

In many sales conversations, storytelling often takes a back seat because it’s not scripted or built into the sales deck. But that’s a mistake. They breathe life into your pitch, illustrating how your solution works and what results your customer can expect. Stories turn abstract concepts into real-world possibilities. When you tell a story that mirrors your customers’ experience, you help them see their situation clearly and how your product or service can transform it.??

Example: Imagine you’re selling cybersecurity software and meeting with a client who already uses your current version but is unsure about upgrading. You could dive into the technical specs and highlight the improvements, but to truly connect, frame the conversation as their story.??

1. Acknowledge their goal — perhaps they need airtight security for customer data without slowing down online transactions.??
2. Explain the obstacle: their current version ensures security, but customers experience frustrating delays during checkout.??
3. Show how upgrading changes their story — security remains robust, but now the checkout process is lightning-fast.??
4. Finally, paint the positive outcome: smoother transactions, happy customers, and a boost in revenue. By framing the conversation in a three-act story structure, you help the client see the transformation your product offers.??

The next time you need to persuade — whether in a formal presentation or a sales pitch — take the time to plan and think about which story you can share. When you tell a story effectively, your audience will engage more deeply and be persuaded by your message. You’ve got this!?

You can learn more about this topic in the workshop Resonate?.??

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Want to know more about storytelling in business? The expert communication consultants, creatives, trainers, and coaches at Duarte, Inc. are here to help. Whether you choose to learn from us or work with us, we’ll transform how you and your teams communicate using the Duarte Method?. Contact us to speak with a representative – we look forward to hearing from you!?

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