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“Facts Tell, Stories Sell.”  I don’t know who crafted this phrase, but it’s true.  Nothing is as compelling as a story well told.  Stories are persuasive.  They move people.  They expose vulnerabilities.  They make a person seem real. And relate-able. They build beliefs.  They bridge understanding. They inspire confidence. They move people in a way that facts do not.

And if you are in the business of “moving” people into action… then becoming a master story teller is a make it- or- break it necessity.

The best leaders in every industry tell stories.  They tell stories when asked questions… when asked for their opinion … when asked about their product… when asked about their company… when handling objections….when building people,  and organizations.  They even use stories to answer simple, direct questions.

Which, at first blush, might seem pompous. And irritating if you’re impatiently waiting for the bottom line.  But yet there is no denying their effectiveness.

I learned the power of story telling early on in my entrepreneurial career.

I was participating in a 3-day speaker’s coaching intensive, out of country.  It was an audition, as part of a client’s process of determining whether I was good enough to represent their product. I was given a “practice audience” of six teammates and one coach.  All complete strangers. I was also the only Canadian in the group (which was going to test the relevance of my story references). We were each assigned segments to present… which would be videotaped and critiqued. It was intensive. And terrifying!

My first effort bombed. It was weak and flat. And I knew it. After the panel critique, my coach took me aside and said,”Tomorrow you are going to do it again. I want to see you apply the feedback from today. I still have questions about your ability.” I was embarrassed. And mad. Yes, I knew I was capable of better… but I thought my delivery was at least as good as the  rest of the room.   Instead of seeing this as an opportunity, I copped an attitude. (Not proud of that either, but it’s the truth.)

So that night I reworked everything… and awoke with something to prove.

I woke early.  Which if you know me, is saying something.  Put on a killer suit.  Full hair and makeup.  It no longer mattered to me that it was a “business casual” meeting.  This was no longer a “dress rehearsal” to me.  I decided that this was going to be my make or break moment.  My plan was to “kill it” and then walk out of the room and tell those idiots to shove it.  (Nothing like a little wounded pride to fire up a Leo woman!)

I was the first one in the room….  laser-focused…. and all business.  No small talk.  No coffee.  No chat, for me.  I was up first.  I insisted on it.

I started promptly … the second the clock hit 8:30 am.

Do you ever have those moments where everything that comes out of your mouth is so sharp, so eerily eloquent, so bang on, so pointed, so powerful… that it almost causes an out of body experience… as in “who is this person speaking??”. Well that’s what happened. And as I watched my words pour out of my mouth and wash over my panel  ….who sat riveted… I knew they were swept up in this moment as much as I.

When it was over, I calmly sat down. And waited for my redemption moment.  There was silence.

Then my coach started speaking. He didn’t give me any feedback. He didn’t even look at me.  Instead he addressed the panel, and told a story. It was a baseball story. I am sitting in patient agony for feedback and this guy is telling a story!

He described in detail the story of his son’s baseball game the evening prior.  In particular a moment in this little league game, where his son (who had been struggling), made the catch of the day, against all odds.  A moment that swept the whole team up in a wave of celebration and joy as his teammates rushed him and hoisted him high.  He talked about how it made him so proud not just as a father… but more so because he was also the coach of that team. I listened intently for the connection. Then it came.

He said “I did not think that after my son’s moment  that I could feel more proud.” Then he turned and looked at me. “Until today. What you just did, tops that experience, and I could not be more proud of you. YOU DEBORAH STEWART, JUST KNOCKED THIS OUT OF THE PARK!!” Then he stood over me and clapped. Then they all stood and cheered.

I went weak in the knees. Literally. Was trembling. My bravado was gone. My attitude was gone.  And I was nothing but grateful. It changed me forever.

The moral of the story?

When given the chance for a do-over.. embrace it!

When someone gives you a second chance.. rise to it!

When you falter.. learn from it!

When you win.. share it!

And when given the chance to tell a story… do it!

I just did.

XO

Your Turn,

So what’s your story?  Do stories work for you?