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Author: jimsignorelli

Customers who aren’t important are like 39th birthdays. They only come around once. However, to regard them as important is one thing. To dress them up in the clothes of a hero is quite another. Consider first what the word "hero" implies. Heroes are people who solve the big problem or resolve the burdening tension that few others can. They are the dragon slayers, the courageous visionaries, the people who take huge risks to accomplish unimaginable feats....

The only thing worse than having a bad habit is not realizing you have one. You can’t change what you don’t recognize. I’m 100% certain that one of these bad habits cost my company a great deal in terms of lost opportunities. After becoming aware of it, I noticed too that this is a habit shared by many business presenters. It’s what I call the “Cold Opening.” Perhaps you can identify with what it sounds like: “Thanks for the opportunity to...

I recently attended the Association For Talent Development (ATD) convention in Denver. To say the least, it is a marvelous convention for business trainers, professional speakers, and workshop moderators. I was especially impressed with the fact that there were 14 talks given on how to use storytelling as a presentation tool for management, sales, training and recruiting. However,from what I was able to discern, the primary purpose behind many of these talks was to promote storytelling’s...

The tired-but-true approach to telling a company success story: One of the most important ways to build credibility with a new prospect is through your company's success story. However, many success stories are more like success reports. They often consist of a general set of boilerplate facts. These facts may enhance your company's credibility, even impress your prospect. But unless they get that prospect to feel some desire or think, "I need that," little else is accomplished. Here’s...

One of the first things we do in our Business Storytelling Workshops is give respondents a mini-quiz to see if they can tell the difference between a story and an assertion. It is rare indeed when anyone gets all or even most of the answers correct. Albeit a common mistake, I’d like to show you why this mistake can have negative consequences. First, and especially in a business setting, assertions and stories are tools used to make...

Business storytelling and storybranding are often thought of as the same thing. Both can be found in the same story toolbox, but they are as different as flat blade and Phillips screwdrivers. Storytelling is the more commonly used tool. You may not be aware of it, but anytime you talk about events associated with how you or your company has had to deal with some problem, you are telling a story. If your story is well told, your...

Imagine a salesperson is about to start a presentation you're attending. The room grows quiet. He stands up, clears his voice, and looks out to you and your colleagues. After thanking everyone for attending, he clasps his hands together and says, “Okay, I’d like to start with a story.” What are you thinking or feeling right now? When I ask this question during workshops, most people cite feelings of expectation or anticipation i.e "This is going to be good,"...