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Networking is an excellent opportunity to meet people and learn about their businesses. It is also a place to forge lasting relationships. Narrate your stories to others, business or personal. They will remember you more than numbers and figures.
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After a long drive across the city, ideally on a Thursday after sundown, I prefer a twist of lemon wedged on the coated rim of a cocktail glass.
But this networking event was different. As a storyteller, I have been fascinated by how people communicate verbally and through print and digital mediums. Over the last decade, I have taken up storytelling in Toastmasters, read innumerable books about the subject, and listened to podcasts on how to narrate a good business story.
Early this month (the first Thursday of every month), a tight circle of 20-odd humans stood around a few wine kegs, thoroughly enjoying the unique blend of business pitches, wine tasting, and cheese sampling.
Drinking wine is different. Telling someone that you are a wine drinker automatically elevates your social standing!
After about three of four business pitches, a bottle of unlabelled wine did the rounds, carefully poured by the wine master himself.
Shaz encouraged us to pair it with a specific item on the plate – ricotta cheese.
Then with a flourish, Shaz, the wine master, a jovial and knowledgeable man with a passion for wine, stood back and asked, “What does it taste like?”
As a novice wine enthusiast, I am constantly inspired by the vast world of wine – from the different kinds, regions, and glasses, to the intricate process of appreciating its aroma and taste. There’s always something new to learn.
The last time I drank wine was at a friend’s place. She encouraged me to switch from beer and taught me the best behaviour around good wine!
Take the wine glass, swirl it, sniff it, take a sip, roll it in your mouth, and let it inspire you.
As a beer drinker (West Coast and Hazy IPAs), I strongly resisted my immediate reaction to guzzle and feel the brew cooling every part of my body and heightening my senses.
Three sips of the wine, I thought, would loosen my tongue and cover any faux pas aided by the spirit of the occasion. [We were also celebrating Christmas in July!]
“Apple?” I blurted out.
At least half the group offered their thoughts; apples, pears, berries, I forget the rest!
Shaz was beaming when he revealed the secret ingredient.
“Watermelon!”
Even I admitted that the wine was very refreshing.
The evening became much more relaxed after the first round. More wine and accompaniments. More business pitches.
When you talk about your business, what do you tell your potential customers?
How often have you nodded off watching a PowerPoint presentation with 50 slides packed with numbers, charts, and bullet points?
Next time, start your presentation with a story and end with one. Your audience will remember those stories. If you tie it to the idea you are trying to sell, your presentation will make a better impact.
At my turn, I shared a crucial insight – the importance of storytelling in business. Stripping away all the marketing jargon, three basic elements emerge in storytelling: character, conflict, and resolution. These elements, when woven into your business narrative, can make a significant impact on your audience.
It does not matter what product, service, or idea you want to communicate; build up your stack of stories and use them as the foundation of your communications – print, digital, and verbal.
Narrative marketing. If you prefer the marketing jargon, this is the term. Or, simply storytelling. Start collecting your stories.
Photos credit: Balbir Pabila
Note: This networking event, Sip and Mingle, was hosted by Balbir Pabila, Hilda Eid and Shaz at Wines Unlimited, Mississauga.
My name is Madhav; I am a storyteller. I help businesses promote their products, services, and ideas through the art of storytelling. I also help entrepreneurs communicate their stories through print and digital media (websites, magazines, and digital displays).
We will contact you to get to know more about your project within two business days.
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