Pitching for Business and Storytelling
Background & Objectives
DuPont approached us to support their EMEA Personal Protection team in enhancing their communication and pitching for business storytelling skills. The team represents emotionally resonant products across diverse markets, and leadership – Nancy Racke and Ajen Maharaj – were keen for the team to make a stronger emotional connection with customers and prospects.
Having previously collaborated with members of the team, we were invited to develop a session that would explore how effective storytelling could help capture attention, build trust, and deepen impact in high-stakes sales conversations, essentially pitching for business success.
Programme Overview
Delivered by Caitlin Shannon, Tom Bodell, and James Waters, the One-Day, in-person programme combined theory, interactive group work, and real-time application. Participants explored storytelling as a core communication skill, crucial for pitching, and applied techniques to bring the Tyvek® and Tychem® brands to life through metaphor, emotion, and structure. They developed more compelling, human-centred narratives to use in their client interactions and internal communications.
Ahead of the workshop, team members reflected on stories that had meaning to them and considered where storytelling could create a deeper connection with customers when pitching. The day itself brought these reflections into focus through personal sharing, structure, and creativity.
Key Content
- The Power of Story
We explored the neuroscience of storytelling, its historic and psychological roots, and its persuasive power. Participants discovered how story connects on an emotional level, builds trust, and sticks longer than facts alone.
- Storytelling Elements
Individuals shared personal stories in small groups, identifying compelling features like emotive language, personal connection, the power of three, contrast, and self-disclosure.
We unpacked tools such as “hot starts”, body language, pauses, and strategic use of “I” to enhance impact.
- Analogy and Metaphor
Participants worked to find meaningful analogies to communicate the value of Tyvek® and Tychem® in ways their audience would immediately grasp, an essential skill when pitching for business and storytelling purposes.
- Structured Messaging with PREP
The PREP structure (Point, Reason, Example, Point) was introduced to help participants communicate with clarity, brevity, and strength—particularly in high-pressure conversations.
- Pitching with Aristotle
We introduced the Aristotle pitch format to craft persuasive business cases:
- Grab attention
- Present the obstacle
- Offer hope
- Sing the benefits
- Call to action
Participants used this to pitch DuPont products, creatively weaving emotion, story, and value into their pitches.
Desired Outcomes
- Increased confidence in using story as a tool for pitching and influence
- A greater ability to connect with prospects and customers on an emotional level
- Structured approaches to crafting and delivering powerful pitches
- A shared storytelling vocabulary across the team to support future development
- Clear, memorable analogies and metaphors tailored to their product offering
See What We Can Do For You
If you like what you’ve seen and would like to know more please contact our team.
It was a real pleasure working with everyone during the Storytelling and Pitching session.
Your energy, engagement, and willingness to dive into the techniques made the session both productive and enjoyable for us as trainers.
We truly believe in the power of storytelling, and it was inspiring to see how each of you began to shape your own narratives.Remember, stories are everywhere – stay curious, stay observant, and keep practicing!
