How to Use Storytelling In Business Presentations to Skyrocket Your Impact

Wow! Do I have a story to tell! And I especially love using storytelling in business presentations!

Believe it or not, those were the opening words of my presentation on “Accounting in Your Small Business” presented to a group of small business owners.

After I said those words (with the appropriate body language and vocal variety of course) everyone put down their glasses and focused on me like a laser.

I went on to tell them the story of how I decided I wanted to be “The Accountant” to small businesses. Yep, my enthusiasm for this was high.

I had identified my niche and I was setting out on a journey of helping people while making money for myself. What more could a girl ask for?

My first client was equally enthusiastic.

He had not done his accounts from the time he had started the business 4 years ago. And he was getting more and more anxious about his bookkeeping.

What! An experienced Accountant willing to work for me…what more could a boy ask for? 

So I asked him to just drop off the documents. And he did…in three large Cornflakes cartoons!

Why storytelling in business presentations matter?

First of all, a story is an account of experiences, events, etc. which can be used to effectively support a point.

But storytelling does so much more: 

1. Telling a story, especially about a personal experience, is one of the best ways I know for you to connect with your audience.

2. Stories help your audience to visualize circumstances and understand complex information.

3. Storytelling also let you use emotion to capture your audience.

4. Above all, having good stories you can tell, actually builds your confidence before you speak.

5. Not to mention that they really help people to remember and recall what they have heard.

6. Stories inspire people to take action in a way that data alone cannot.

7. They work very well in the emotional aspect of your persuasive speech

8. Storytelling is a powerful tool in your role as a leader and influencer

9. A story can be the perfect introduction to your topic (remember how I started this post?)

10. It can also be a great ending to your speech, sending you audience home on a high.

So what is the best approach to storytelling? Especially in public speaking?

Here’re some techniques you can use: 

1. Fit your stories to the context of your speech

When you are using storytelling in business, your stories should fit in naturally with the context of your presentation. Notice the story I discussed at the beginning of this post was delivered to small business owners.

Telling an unrelated story and trying to force it to fit into your presentation, just because you like it, will have the opposite effect of what you intend.

You see, the human mind has a need for closure, and if it can’t make the connection between your story and the rest of your speech, you will be remembered for the wrong reasons.

2. Make your stories relevant to the experience and interests of your audience

Each story should have a point to it that your listeners can easily grasp and readily identify with.

If they need Sherlock Holmes to help them to find out what was the point your story wanted to make, they will have a story to tell about you.

Improving your public speaking as much as you can will help you with this.

In addition, analysing your audience, before you plan your speech will help you to connect your stories with their experiences and interests better and faster.  

3. Understand what makes a good story in business presentations 

1. It is short..two to three minute at the most.
2. It paints a picture by providing specific detail to help you audience SEE what you’re saying.
3. Being specific also adds intentional credibility to your presentation. 
4. It highlights information…it does not replace it.
5. Something should happen in a good story, it cannot just be narrative.
6. It should have at least one character.
7. Use dialogue – it’s more impactful than narration- and allows you to use vocal variety.
8. Positive message, funny and human interest stories work well.

4. Tell stories that you’re comfortable telling

I know what I said at #8 above.

But however good a story is, however well you think it supports the point, if you cannot tell it with sincerity, it will not achieve its purpose.

For example, telling a humorous story is not so straightforward.

First, you definitely have to be comfortable with humor or telling a joke.

Then, you run the risk of your joke falling flat or the audience laughing at you instead of the joke.

If the above would make you uncomfortable or activate your previously suppressed fear of making a speech, avoid humour.  

5. Caution: Use stories sparingly

Yeah…I know…I hyped you all up about storytelling in business presentation and in the next breath, I caution you about using too many of them.

But can you imagine what your meal would be like if at dinner, the chef sprinkled ice cream toppings over everything?

Well, telling a story to illustrate every point will have the same effect on your audience.

So select (some of) the key points you want to make and choose the right stories that would best illustrate these.

6. Work on how you deliver your stories

The best stories are the ones which remain with the audience long after your speech.

So, when you’re telling a story, put some feeling and enthusiasm into it! 

After all,  you’re telling a story not reciting serial numbers for your appliances.

Your eye contact, vocal variety, body language, gestures, posture are all very important to the delivery of your everlasting story.

Chances are, you want to be persuasive, so why not go for it?

7. Practice your story along with the rest of your speech

Unless you’re an experienced speaker, do practice your stories along with your speech.

You do practice your speeches, don’t you?

Practice helps to fix the story in your mind and you don’t want to spoil an otherwise good speech by “bumbling” a story.

And don’t give me that line about not practicing either your speech or your stories because you don’t want to sound rehearsed!

Pause right now and get some great tips for practicing your speech.

Your next “storytelling in business presentations” move

 I believe that if you put those 7 techniques to good use when you want to use storytelling in your public speaking, your speeches will improve tremendously. 

As for my career as Accountant to the Small Business Stars…it began and ended with those cornflakes cartoons. 

And that has led to the the story of how I became a Business Breakthrough Specialist!

Now, if you have any of your own tips on storytelling, please share them with us, won’t you…