How to Use Business Storytelling in Presentations – Storytelling For Business top tips
February 28, 2024
How do you use a business storytelling coach? How does storytelling in presentations work? Why is storytelling in business presentations so powerful?How do you use storytelling for business? Can business storytelling coaching help?
Meet the Author: Benjamin Ball
Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London. Follow Ben on LinkedIn or visit the contact page.
Why Business Storytelling is a Core Skill
No matter what the topic of your next speech or presentation, if you use business storytelling for presentations you will have more impact.
People forget facts, but they repeat stories. That’s why knowing how to use storytelling in business should be at the top of your business presentation toolkit.
How many stories can you remember from your childhood? The fairy stories? The classic tales? The religious stories? I am sure you could recite many of these. But how much do you remember of the corporate presentations you have heard over the last month? Not much, I suspect.
When your mother sat you on her knee and told you stories, she was communicating in the most powerful way possible. Our brains love stories because they help us make sense of the facts. We all need to learn how to tell stories in a presentation.
In a story not only do things happen, but also there is a reason for things happening.
The sleeping princess was asleep because a wicked step mother was jealous of her.
The castle was abandoned because she had been asleep for hundreds of years.
The prince kissed her because she was so beautiful.
They married and lived happily ever after because that is what princes and princesses do in all the stories.
What Makes Storytelling in Business Presentations So Powerful?
First, what is storytelling-in-business? Storytelling is in our DNA. Humans have been using stories for thousands of years, from ancient cave paintings to trivial stories about waiting in line at the supermarket. Creating a narrative isn’t hard; most of us do it every day.
American author and business consultant Peg Neuhauser neatly summarises how business leaders can learn from our rich storytelling heritage. She says,
“No tribal Chief or Elder has ever handed out statistical reports, charts, graphs or lists of facts to explain where the group is headed or what it must do.”
Why is Business Storytelling Coaching so Important?
Storytelling changes our attitudes, beliefs and behaviours. When we’re presented with “hard facts” (data) it only activates a part of the brain associated with the simplest form of language processing. However, a story ignites the parts of the brain linked to the actual experience of the subject, according to a study reported in the New York Times.
Why Pick Benjamin Ball Associates for Your Business Storytelling Coaching
At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years. Our business storytelling coaching is fast and effective. We work with individuals and with companies, one-to-one and in groups. Call us today to learn more.
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Use Storytelling for Business to Explain Information
In your next presentation – whether to investors, shareholders or potential clients, master how to use storytelling in presentations and aim to tell the story behind the information:
Why are sales up by 3%?
What caused the reduction in costs?
What will this mean for the business?
How do you stand out from the competition?
What will the new product do?
The stronger your storytelling, the easier it is to be remembered and understood.
You can create great story-led presentations by taking the information you want to communicate and using it in a story that brings it to life. The best leaders have learned the importance of storytelling in business and powerful story telling techniques to tell good business stories.
After all, facts get forgotten. Stories get repeated.
What is Storytelling in Business?
Business storytelling is a powerful tool that can transform a dull presentation into a memorable experience. A good story will engage your target audience, tap into their emotions, and leave a lasting impression. This is why marketing leaders and business owners increasingly see the power of storytelling as an essential tool for communication.
When done right, effective storytelling brings new ideas to life and makes them relatable. By using real people and real-world examples, you can create a compelling story that resonates with potential customers or clients.
Choose The Right Type of Storytelling
A great way to start is by choosing the right types of stories for your presentation. Some of the best stories are those that feature a main character—whether that’s a customer, a colleague, or even yourself—facing a challenge and finding a solution.
This story arc creates a sense of journey and achievement, which draws the audience in. A strong storytelling structure, with a clear beginning, middle, and end, helps to maintain clarity and focus. This not only keeps your listeners engaged but also gives them a compelling narrative to remember.
Use Storytelling to Enhance Your Brand
Brand storytelling has gained prominence because it adds authenticity to a message. Businesses are not just selling products; they’re selling solutions, values, and visions. By sharing a personal story or highlighting real-life examples, you create an emotional connection that builds trust. It’s this connection that turns new concepts into relatable ideas.
For example, marketing campaigns that incorporate great stories often outperform those that rely solely on statistics or technical details. People remember good stories, not facts and figures.
Understanding different storytelling frameworks can help you find the most effective way to communicate your message. Whether you’re introducing a new concept or sharing insights from years of experience, consider which story type suits your purpose best.
Case Studies are Powerful in Business Presentations
Some presentations call for a case study that highlights a challenge and its resolution, while others might benefit from a vision-based narrative that explores different perspectives. The key is to be certain your audience feels involved in the story you’re telling, seeing themselves in the journey and understanding why it matters to them.
Ultimately, a great storyteller is someone who knows their target audience and adapts their message accordingly. To master the art of business storytelling, craft a compelling narrative that aligns with your goals while staying relevant to the audience.
Use stories not just as fillers, but as a strategic way to highlight your points and engage those listening. A well-told story has the power to make even the most complex topics accessible, which is why it’s a staple in successful presentations and marketing campaigns alike.
Why You Should Get Business Storytelling Coaching
Business Storytelling Training will help you be more persuasive. It’s an essential leadership skills and will make it easier for you, whether you are pitching, presenting or speaking in public.
Out training is intensive (no more then a few hours) but with that you’ll practise a wide range of skills and techniques that will transform how you come across.
If you are interested, speak to Louise Angus, our client services director today. Click the link below to get in touch.
See our top storytelling tips for business based on our business storytelling training:
Ten Ways to Use Storytelling in Business Presentations
1. Use stories to make it personal
When you tell a business story, the audience recalls similar events in their own lives and a bond is created. Stories help you to form a relationship with your listeners in a matter of seconds. That is why storytelling in business communication is so important.
Storytelling in action
For our first example of storytelling in business, watch Audrey Choi’s TED talk on making global capital markets catalysts for social change. Notice how she begins by telling her mother’s story to provide context.
2. Tell business stories to share new information
Our brains are primed to pay attention to new information, which is one reason why our social media feeds are so addictive. The start of an unfamiliar story pulls people away from their smartphones and into the present moment. That’s how you grab attention.
3. Use storytelling in presentations to be emotive
Stories appeal to the core of the brain, bypassing the logical and judgemental layer. We make decisions emotionally, then back them up rationally. A story gives you direct access to that emotional decision-making centre. In business, speakers and presenters too often try to connect with people only on a rational level. While your audience may understand exactly what you want them to and why, they will only act on your message if they feel emotionally engaged.
4. Use storytelling to suggest a different perspective
Criticising an audience or instructing them what they should do, say or think will probably result in folded arms and mutters of discontent. But when you tell a story you demonstrate the consequences of an action, then your audience can learn without becoming defensive.
Storytelling in action
Margaret Heffernan is the former CEO of five companies. Watch how she starts her talk on the perils of organisational hierarchies with a story about chickens.
5. Tell stories as an opportunity to vary your delivery
A story gives you an opportunity to communicate with more than words. Your body, gestures and facial expressions contribute to the conveying of emotion, so that your audience can empathise with the protagonist of your story.
6. Use storytelling in business presentations to create suspense
You can entrance your audience in a state of tension until questions prompted by your story are answered. What happened next? How did it end? Bookend your speech or presentation with the start and end of a story to keep people’s interest throughout.
Lastly, sensory details engage our brains in a different way to plain data. They are cemented into memory for longer. Include details that add to the atmosphere of your story, such as any colours, smells or sights that will help your audience visualise the scenes you describe.
How to tell stories in your business presentation
How do you tell stories in business presentations? How do you use storytelling in sales presentations? Leaders use stories in business so that audiences listen, remember and act on what they say.
In fact, stories are “the single most powerful weapon in a leader’s arsenal”, according to Harvard University professor Dr Howard Gardner. But many business leaders shy away from storytelling because they don’t know how to do it. The good news is that you don’t have to be an author or orator to come up with an effective story.
Simply follow our four-step process for storytelling in business presentations read/watch our examples of business storytelling in action.
8. How to use storytelling in presentations – four steps
Plot twists and character arcs are for novelists – you need a story that will resonate with your audience. Keep it simple yet relatable. Pitching to a client? Align your problem with something they’ve experienced themselves.
Break your story into three parts: situation, complication and resolution.
Almost every story has this basic structure, from fairy tales to business anecdotes. In fact, your story might only need to be three lines long, as long as it covers all three parts:
The situation: what kind of environment or characters were you dealing with?
The complication: what hurdles, challenges or problems did you face?
The resolution: how did you fix things, and what did you learn along the way?
How to Use Business Stories Step #2. Use vivid language
Good writers know that the key to a compelling read is to use the five senses – sight, hearing, touch, smell and taste. Great storytellers pepper their stories with sensory details to spark the imagination. These details make us feel like we’re really there, right in the middle of the action.
For example, metaphors involving texture stimulate activity in the sensory cortex, the part of the brain responsible for actually perceiving texture through touch.
Instead of talking about ‘bad’ customer service, you might refer to it as ‘raw’, ‘coarse’ or ‘abrasive’.
Instead of talking about ‘good’ customer service, you might use ‘warm’, ‘solid’ or ‘bubbly’.
You can do this with your business storytelling too, by adding splashes of sensory detail to your stories. Using vivid language and imagery invokes the five senses. You can paint a picture in their minds and make them more receptive to what you say. For example, when describing a product launch, you might say
“The new prototype was Ferrari-red, with modules that clicked into place like a seatbelt into a buckle”.
Storytelling Step #3. Use metaphors and analogies to make ideas relatable
Do you break down technical, complex or scientific concepts into easily understood ideas? Metaphors and analogies can help make even the most complicated of topics relatable to an audience, by comparing the known to the unknown (or turning dry stuff into more interesting material).
Here’s an example of a metaphor applied to the most basic business context:
A fragmented business is like a leaky bucket; it may still work, but you have to make a lot more trips to get your water. If your business is leaking money then you’ll have to sell more to keep up. It’s far easier to plug the leaks than to keep going back to the well.
How to Use Storytelling Step #4. Engage your audience with emotion
Stories appeal to the right-hand side of the brain, bypassing the logical and judgemental left-hand side. We make decisions emotionally, then try to back them up rationally. A story gives you direct access to that emotional decision-making centre. In business, presenters too often try to connect with people only on the rational level. But people will only act on your message if they feel emotionally engaged.
As Maya Angelou said,
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Emotion is the vehicle that will take your audience on a journey with you. So share the emotional highs and lows. Tell your audience how the situation felt. Describe how the challenges and solutions affected people personally.
For example, if you’re telling a story about how you changed the company’s direction after misreading the market, describe the consequences of that mistake. Reveal how you felt when you realised things needed to change. Then talk of the frustrations of making those changes, and your joy and relief once they were implemented, as well as the positive impact they had on customers and employees.
9. How to use business stories in presentations: Case Study
One of our clients, John, was the MD of a large utility company. He approached us to help him improve his public speaking. John had avoided speaking in public, but now he had to deliver a presentation on health and safety to hundreds of staff. That’s a dull topic at the best of times and, to make matters worse, his presentation had been prepared for him by the HR team. It was pretty dry. John knew how to communicate well from his training with us. So he binned the HR presentation. Instead, he started his piece with a great business story. He said:
“I once managed building sites. In my first two weeks in a new job, we had a crane collapse.
“That night, I had to knock on the door of a house and tell a woman that her husband had been killed because of an accident on my site.
I never want any of you to have to go through what I went through that day. And that’s why we’re talking about health and safety today.”
John started by describing the situation (managing building sites), introduced a complication (crane collapsing) and finished with the resolution (telling a woman that her husband had died and wanting the audience to never have to experience that). The language is simple, but has a powerful emotional impact: we can all imagine what an awful day that was.
10. See business storytelling in action
As our final example, watch Simon Sinek tell a story in a presentation. He sets the scene with a story in his talk on why great leaders make employees feel secure.
Get Coaching for Better Presentations and Storytelling
If you have an upcoming speech or presentation we can help. You will communicate clearly, confidently and with impact. And, of course, we’ll help you identify storytelling techniques you can use and coach you to deliver business stories with impact.
Find out how we can transform the success of your business communication with great storytelling and public speaking coaching.
Call Louise Angus on +44 20 7018 0922, email her via info@benjaminball.com or click on the link below.
Why Choose Us: Transform your pitches and presentations with tailored coaching
We can help you present brilliantly.Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.
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For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.
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Storytelling in Business is the practice of using narratives to communicate ideas, engage audiences, and drive action in a professional setting. It helps businesses connect with customers, employees, and stakeholders in a more meaningful way.
Why Is Storytelling Important in Business?
When you have a well-crafted story, it makes your messages more memorable, builds trust, and evokes emotions. It helps leaders inspire teams, brands strengthen customer loyalty, and helps companies differentiate themselves in a crowded market.
How Can Storytelling Improve Business Communication?
Stories make complex information easier to understand, making presentations, reports, and marketing materials more engaging. They also help create a human connection, making messages more relatable and persuasive.
What Are the Key Elements of an Effective Business Story?
A strong business story typically includes: – A clear purpose or message – A relatable protagonist (such as a customer, employee, or founder) – A challenge or problem to overcome – A resolution that highlights success, transformation, or impact
How Can Leaders Use Storytelling to Inspire Teams?
Leaders can use storytelling to share company values, explain strategic goals, and celebrate successes. Stories about overcoming challenges or customer success stories can motivate employees and reinforce a shared vision.
How Does Storytelling Help in Marketing and Branding?
Brands that tell compelling stories create emotional connections with their audience. Whether through case studies, testimonials, or brand origin stories, storytelling helps businesses build loyalty and influence buying decisions.
What Are Some Best Practices for Business Storytelling?
– Keep stories clear, concise, and relevant to the audience – Use real examples and authentic emotions – Use the problem-solution structure to make the message impactful – Align stories with business goals and values – Make use of visuals, data, and personal anecdotes
Can Storytelling Be Used in Sales?
Yes, storytelling is a powerful sales tool. Sales professionals can use stories to illustrate product benefits, share customer success stories, and build rapport with potential clients. A well-told story can make a pitch more persuasive and memorable.
How Can I Improve My Storytelling Skills?
Practise telling stories in meetings, presentations, and marketing materials. Study great storytellers, analyse successful brand stories, and seek feedback from peers. Writing down key business experiences and framing them as narratives is also a helpful exercise.
What Mistakes Should Be Avoided in Business Storytelling?
Common mistakes in storytelling include:
– Being too vague or lacking a clear message – Making stories overly long or complicated – Failing to connect with the audience’s emotions or interests – Overloading stories with data instead of making them relatable – Using generic, impersonal narratives instead of authentic experiences
Can I Improve with Business Storytelling Training?
Yes. Speak to Louise Angus about our storytelling training to help you build this essential skill. Call on +44 20 7018 0922 or info@benjaminball.com
By mastering business storytelling, you can create stronger connections, inspire action, and achieve better business outcomes. Find out more about business storytelling training today.
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