Storytelling is an advanced communication tool that can build rapport, increase retention and powerfully persuade.  Capturing, structuring and delivering relevant stories is an invaluable skill in business. 

1.)  Building Rapport – Experiences are unique; however, emotions are universal.  Telling a short, interesting, personal story allows the listener to tap into the same emotion as the teller, creating a bonding moment. 

2.) Increase Retention – How often have you been in a networking situation and found it difficult to remember someone’s name and business 30 seconds after she or he said it? If you want to be remembered: Try telling a short story about your business, tapping into specifically how what you do benefits humanity. 

3.)  Persuade –  Storytelling answers the question “Why?”  Telling a relatable and relevant story that answers what will happen if I do do or don’t do something can be very persuasive. The listener can imagine him/herself in real time and feel the consequences of the choice at hand when the story is told well. 

There are countless ways to use storytelling as a communication tool in business. Relationship building, making information stick and being able to convince others are three of the most common ways to use this skill.