Improving sales, employee engagement using stories – the masterclass

Published by Tony Quinlan on

Following the recent Pfizer case study, we've decided to run another masterclass – this time looking specifically at tools and techniques to apply narrative and storytelling in organisations.

Date: Thursday 7th April 2011, 9.30-16.30

Venue: Regus, Central London


Cost: £295 (Early bird tickets until 8th March £195)

This will be a very full day – expect to get your brain filled! We'll look at how to gather stories, as well as a conglomeration of the recent projects we've been working on – we've compiled a case study with all the learnings from a variety of different situations.

In the past few years, the use of stories has shifted from being "how you engage or tell your audience" to a much more sophisticated approach that monitors, measures and feeds back – making narratives the single most effective way to engage and understand audiences.

Narrate is at the forefront of using stories in organisation – including a recent project: Using stories to improve sales in Pfizer. (Case study from Strategic Communications Management here)


This intensive day will focus on how to collect, analyse and use stories to generate engagement, understand and adapt culture and improve bottom-line results through increased sales, greater innovation and spot opportunities for "more for less" approaches.


Collecting and listening to stories, however, requires particular skills that do not come naturally to most communicators. Nor is it something that everyone can pick up from a manual. This workshop will give participants practical advice and experience in using these techniques, along with feedback to guide them in using them effectively, including:

  • How to collect stories in large volumes
  • Pitfalls to avoid in capturing stories
  • How to examine the stories for patterns of behaviour and belief
  • Easier decision-making

Who should attend?

Anyone wrestling with complex problems such as:

  • creating culture change
  • increasing customer loyalty
  • building trust
  • improving sales results
  • capturing the knowledge of retiring employees
  • extracting lessons from projects
  • improving service
  • managing customer relationships