A long time ago in a galaxy far, far away – actually, scrap that.
Right here and now, in private and public sector organizations all over the U.S., procurement professionals are struggling to make their voices heard. The impacts are dire, ranging from runaway maverick spend to failed change initiatives.
But there’s hope. There’s a power – or you might even say a force – wielded by procurement Jedi to make stakeholders sit up, take notice, and get on board. What’s this mysterious force called? The power of storytelling.
Why do we need storytelling?
If your organization is big enough to have a procurement team, it’s probably a noisy place. Not just in terms of the usual office hum, but across every channel: in-person meetings, email, instant messaging, social media, and more. Never-ending business transformation has become the new norm, with multiple functions vying to launch and land their change management initiatives.
Clearly, we need a secret weapon to cut through all this noise.
The Young Entrepreneur Council tells us “stories have the power to grab attention, connect with emotion and persuade people to take action.” The purpose of a story isn’t to entertain, but to deliver a specific message, move the needle towards an objective, and ultimately deliver a business outcome.
Perfecting the art of storytelling in procurement means you're capturing attention, connecting emotionally, and persuading others to take an active role in helping create success.
Challenges facing procurement
Think about some of the perennial challenges facing procurement:
- Aligning stakeholders around a business goal
- Overcoming maverick spend
- Creating a cost-conscious culture
- Overcoming communication barriers and resistance to change
- Gaining influence or “a seat at the table”
- Encouraging earlier involvement in major purchasing decisions
- Winning leadership buy-in and support
- Being seen as “blockers” by the organization
- Shifting from short-term to long-term, strategic planning
In every case listed above, procurement can’t make an impact alone. We need to influence, convince, and engage others to come along on the journey, which is why we need storytelling.
Telling stories that stick
Stories are memorable. Get them right and they’ll stick with people for life. I remember, for example, a manager many years ago telling me a story about encountering a snake on a garden path when he was a child. Terrified, he avoided that part of his garden for several months before overcoming his fear and rediscovering his love for the outdoors. He used the story to encourage the team to take more risks and worry less about the consequences of making mistakes.
Similarly, when I was in my late teens I remember being peppered with warnings, advice, and statistics on the dangers of alcohol. Most of this was easy to ignore, until one day someone I respected told me an incredibly sad story about his best friend’s struggle with alcoholism. He had been a talented musician who lost his career, marriage, and eventually his life to alcohol, and what stuck with me was the sense of futile waste.
So, why does storytelling work so well? The science behind it reveals that narratives engage our brains in unique ways, allowing us to experience situations vicariously. Compelling stories trigger the release of chemicals like cortisol, dopamine, and oxytocin, enhancing memory retention and emotional connection. As Lisa Cron explains in Wired for Story, stories enable us to simulate intense experiences, helping us mentally rehearse responses before facing real-life challenges. This makes storytelling an invaluable tool in business.
Six tips for storytelling like a pro
- Know your audience so you can tailor your message: Understand the interests, values, and concerns of your stakeholders. Customize your story to resonate with their specific needs and priorities, making it more relatable and impactful.
- Incorporate data and evidence: Mark Twain once advised that we should never let the truth get in the way of a good story, but in a business context, you should support your story with facts. Use data and case studies to back up your narrative. This adds credibility and helps stakeholders understand the real-world implications of your story, making it more persuasive.
- Engage emotionally: Connect on a personal level by using anecdotes and relatable experiences to evoke emotions. Stories that resonate emotionally can foster empathy and motivate stakeholders to support your initiatives.
- Be vulnerable: It may feel scary to make a story about yourself, but showing vulnerability is a highly effective way to engage others. Don’t be afraid to use phrases such as “I felt scared.”
- Use video: We know the TikTok generation prefers video. Studies have shown that video is more effective than text for communicating a message, especially in terms of retention. Also, depending on your personality, you may find it easier to convey personality and emotion through a video.
- Use structure to avoid a jumbled narrative: A story without a clear structure can confuse listeners and readers. Use a defined beginning, middle, and end to guide your audience through your message. Create a turning point or moment of transition in your story.
Speaking of narrative structure, I’d better find a way to circle back to the Star Wars reference. Let’s see…
Just as the force unites the galaxy in Star Wars, stories bring teams together, sparking inspiration and empathy. By tapping into the art of storytelling in procurement, sourcing Jedi can drive collaboration and creativity, turning our workplace into a galaxy of possibilities.
With that, may the stories be with you!
Need additional tips and tools to help level up your procurement game? Check out Una's online resource center dedicated to empowering procurement.
