Stories are not just for selling, they can be used to attract top talent and train new hires more effectively. To become better at hiring and training, it pays to know how humans are hardwired for stories, says Henry DeVries, CEO of Indie Books International, a boutique publisher of business books.
In storytelling, context is everything. You should never randomly tell stories, but instead use stories at the right strategic times. DeVries offers these six opportunities to persuade internally and explain core values with stories:
- During a job interview. No, don’t start the interview telling stories. However, once the candidate has shared about themselves, the interviewer can share stories about the core values of the organization.
- During a training class. Core values should be taught during training. First, state the core value and then explain what that means. For them to really get the point, tell a story about that core value in action.
- At weekly staff meetings. One executive boasted that his organization had 22 core values, and they were on posters throughout the office. Asked if he had any stories to illustrate, a little red faced he said “No.” Now every week at staff meeting they tell a story to illustrate one of the 22 core values.
- At company wide meetings. Is it time to assemble all the troops? Maybe for a change in direction or for recognition? This is a perfect time for core value selling.
- On the company website. Promote core value stories on your website to detail for clients and potential clients the power of story.
- In company brochures and collateral material. Since stories connect on an emotional level, doesn’t it make sense to put them down in writing?
Storytelling helps persuade on an emotional level. Maybe that is why so many Fortune 500 companies are honing in on storytelling techniques and imparting that wisdom on their sales and business development professionals to tell relatable stories that will convince prospects.
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