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May 4, 2023 3 Min Read

The Power Of Storytelling In Coaching Conversations

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The Power Of Storytelling


Effective communication lies at the heart of successful coaching. As coaches we strive to create powerful connections, further knowledge, and inspire personal growth for our clients. The fact that 65% of conversations consist of storytelling demonstrates just how innate this form of communication is to the human experience. In this article, we explore how to utilize storytelling as a means of enhancing the dialogues between you (the coach) and your clients so they effectively receive information that is concise, relatable, and allows them to flourish.


The Benefits Of Storytelling In Coaching Conversations 

Storytelling is such an effective way to cast ideas into the world because it unifies the speaker and audience through the experience the speaker is sharing. In my experience, storytelling helps bridge the gap between me, the coach, and my audience. It allows me to better connect with the individual or team I am coaching by allowing me to be more relatable, and more importantly, approachable. For instance, relating a personal story of overcoming a challenge may encourage your listener to engage, open-up, and discuss obstacles they are facing when they otherwise might be hesitant or feel alone. This relatability can help your audience see themselves in you, or in the story you are sharing, and make the advice or knowledge you are sharing feel more attainable.  How can you use your own experiences to foster a stronger connection with your team and peers? 


Key Components Of An Effective Story In Coaching 

In coaching, I have found that storytelling is most impactful when it is concise, stirs emotional resonance, and is memorable. Even if the audience cannot remember every detail, my goal is for them to be able to remember key takeaways and how the story made them feel. Did it make them feel motivated and ready to take on the world? Or, in some instances of “personal growth”, they might feel lucky that it was me in the story instead of them! 

What stories from your own life could serve as a powerful teaching tool for those you are coaching? Remember, stories of failure can be just as effective, if not more, than stories of success when relating to your audience. Being seen as relatable is better than putting on a mask and trying to appear to be a superhero.


Guidelines For Using Storytelling Effectively In Coaching Conversations 

I use storytelling effectively in coaching by aligning my stories with coaching objectives, tailoring stories to the individual or team’s need, encouraging participation, being culturally sensitive, and balancing storytelling with other coaching techniques. For example, if my individual or team is struggling with time management, I would share a story about how I handled that situation, while giving the individual or team the tools I needed to succeed.  

While there are numerous types of stories that can be employed in coaching, the ones I feel are particularly effective are: personal anecdotes, stories of other clients (while maintaining confidentiality), parables, and case studies. It is important to gauge how your audience listens and learns. Does relaying personal experiences help get your point across or does your client respond better to academic studies and numbers? Everyone is different therefore storytelling isn’t a one-size fits-all media. It is just as important as you, the storyteller, to listen to your audience and adjust your approach based on their response. 

Consider the following example: An account manager on your team is struggling with maintaining a long-term relationship with a key client. They seem to have difficulty understanding the client’s needs and expectations. As their sales manager, you decide to share a story to help the account manager grasp the importance of empathy and active listening in building strong client relationships. 

You tell them about a time when you were an account manager yourself and faced a similar challenge with a high-priority client. You recount how you decided to schedule a face-to-face meeting with the client and focused on asking open-ended questions, actively listening to their concerns, and expressing genuine empathy for their situation. As a result, you were able to develop a deeper understanding of the client’s needs and worked with them to create a tailored solution that not only met but exceeded their expectations. 

Choosing this type of story demonstrates the importance of empathy and active listening in client relationships, and it’s a relatable personal experience that the account manager can learn from. Sharing this story can inspire the account manager to develop their own empathy and active listening skills, ultimately improving their ability to maintain long-term client relationships. 



Storytelling is a compelling tool that can transform your coaching toolbox by fostering stronger connections, engagement, and growth. Reflect on the stories you’ve encountered and how they’ve shaped your perspective. As you apply the insights from this article, reach out to a TaskHuman coach to help you hone your storytelling skills and take your coaching practice to new heights. 

Book your session with Dustin Bell or another TaskHuman sales or leadership coach today!


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