“Those who tell the stories rule society.” [Plato]. In my mind, there’s a corollary to that saying, which is “Those who tell stories rule—when selling and persuading.” Why is this true? Storytelling is an effective way to generate excitement. It’s also a great way to influence and persuade someone to your way of thinking. Managers who share stories can testify how effective they are—especially when getting your team impassioned about your vision.
When selling in the life sciences industry, we are accustomed to referring to prestigious journals such as JAMA (The Journal of the American Medical Association) to provide clinical references. However, the July 2015 issue contains an interesting article, Story as Evidence, which demonstrates why we should incorporate storytelling as an effective tool for selling.