Storytelling

Listening to another coach the other day I realised the power of storytelling. He was trying to get across the true value (in dollar terms) of the solutions that services like coaching offers. He told a few of us a true story about a guy in Northern America who helped fix a problem with a ship. The ship kept breaking down and mechanics just didn't seem to be able to fix it. In short he went to the bowels of the boat and tinkered a bit, he chatted to himself, talked to the boat even. The crew could hear him moving about, tapping, prodding. He resurfaced, wiping his hands, saying she should be right now. Months later the ship was working a treat. No more breaking down, no more delays.

When his bill arrived for $5000. The crew wondered what they were paying for. The story went something like - about $25 for parts and the rest for the skills I used to get the solution you needed. But you were only there for 15 minutes they exclaimed! Yes. And what have I helped you achieve? Many tens of thousands of dollars, many many hours of delay, many days even, had been saved. Confidence that you would reach your destination, not be stranded again. Disappointing your clients again, putting your crew at risk again. Something no-one else had been able to do.

The solution he offered was powerful, valuable and essential. He had a simple process that he knew worked. The moral of the story was that it's not the amount of time we spend on something it's the skill and ability to draw out the solution that matters. It's the outcome we pay for, not how long it takes to get there. This story got the message across to a group of people from different walks of life who, on some level, were sceptical about the value of high-end coahcing fees. The power of storytelling can be useful when speaking with clients but goes beyond business - when educating our children, diffusing conflict or powerful communication.