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anne m schueller_portrait-hat with-Anne M. Schüller is a management thinker, keynote speaker, business coach and multi-award-winning bestselling author. She has repeatedly been named Top Voice by the business network LinkedIn. She is one of the most sought-after speakers in German-speaking countries. For more than 20 years she held management positions in sales and marketing in various international service companies and received several awards. In 2015 she was inducted into the Hall of Fame of the German Speakers Association (GSA) for her life's work. At congresses, meetings, events and corporate events, she gives top-class, captivating and practical keynote and keynote speeches on the topics of corporate organization and leadership in the next economy, Touchpoint management, customer loyalty and referral marketing. She also conducts power workshops on these topics. Your Touchpoint Institute trains certified Touchpoint Managers. Her clientele includes the elite of the German, Austrian and Swiss economy. is one of the most important management thinkers. Her bestseller "Touch.Point.Sieg." Is Trainer Book of the Year 2016. Her bestseller "The Touchpoint Company" was named Management Book of the Year 2014. Her bestseller “Touchpoints” is SME Book of the Year 2012. When it comes to the subject of customers, she is one of the most cited experts. More information at and All texts by Anne M. Schüller.

Storytelling as a form of communication: this is how you become a successful storyteller

Good stories are different than the usual stuff, they surprise and dock with emotions. They are best told alternately by past and present. They are in the truest sense of the word weird and above all they are - true. Company need a veritable history fund. So you go in search of good stories.

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The best stories are told by the customers themselves

The best stories are those of your customers. And it is most effective when customers report on their experiences in person. So make customers an active part of their stories. Their experience reports and references are far more credible than incidents that you circulate yourself.

Talk to your customers to find matching stories. Collect and document them and circulate them quickly for further spreading. The relevant press can also be a grateful customer.

On the other hand, stories that are not true or beautiful are unmasked sooner or later, for which the indignant employees are increasingly concerned. False loyalty, in which the workforce knowingly covers the unethical behavior of the superiors, no longer exists. And that is also good.

The Flurfunk: a rich history store

Also determine: What stories are you telling in the corridors and about the floor radio? And what do you say about the mood in the company? Is the customer a hero or horror figure? What are interns talking about and what are the salespeople bringing to the people? How do customer service staff talk about internal issues?

Which stories are distributed by suppliers and partners about you? What do the executives say behind the hand? And what the porter, when asked? What anecdotes have employees who are already retired from earlier times? What do the trainees say? And what disseminate former to employer rating portals?

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Stories must be distributed internally

The image that your people draw is the image one will have of you. So tell me the Stories you should tell about you! Talk about results and do not have problems! From a positive image, everyone is magically attracted: the (potential) employees and the (potential) customers.

So tell success stories: at every encounter, at every meeting, even in the smoking area. Success stories make you proud and inspire you. "We are (already) that good," they want to show and encourage people to get better. "Just imagine if we still ..." they whisper and create desire.

How the boss animated stories

Best to stop when you are on top Manager are a fiery speech at the next big employee event. Take off your jacket, loosen your tie, step away from the lectern and right in front of your people. Then, without naming a name (!), Tell the story of an employee who has worked particularly hard for the company.

At the end, in free speech, you say something like this: “This is just now a History that has come to my attention recently. It makes me so proud of our employees. And I am sure there are many such stories. We, our company, we need many such stories. Let us collect these stories and add new ones, inside and outside.

The others, our competitors, are to bring their blasphemy stories among the people, we do not do that. No athlete would dig out his negative stories if he wants to rush to the next victory. He shows his greatest achievements in mind. The Can we also! We want to be a company that lets it crack. I need that you, each of you. ”And then explain where you plan to collect such stories from now on.

Stories make an event unforgettable

What happens in your people's brains? The winning spiral gets going. Dopamine, testosterone and serotoninspiegel climb. This mix ensures self-confidence, motivation and the belief in further victories. Success stories spur us on, they inspire us and release a lot of energies.

They are kept well and gladly counted. So you are searching and finding systematically positive conversational material. First of all, the social media should also be searched for this purpose. Organize a story narrative contest. Or invite you to send you stories you have experienced.

Thus the farewell of the Volkswagen Kombi was looked for special stories that people had experienced with him: Woodstock, a journey around the world, the birth of a child. All protagonists received a special farewell gift. Finally, the car itself had a last desire. This has become a touching little film.

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Get a story gold digger into the house

If necessary, get a story gold digger into the company. External with an unversed look often find magnificent story nuggets, which would never flash at the operating blind interior. Even telling such stories is an art. They are supposed to spread further. Thus, experienced economic journalists make professional success reports from the most drastic application reports.

A big plus: Because they were not written by the company itself, but by a neutral third party, the usual self-adulation is missing in such works, there is a linguistic sharpening, the external perspective is conveyed better and the story appears less promotional. And what does it do to whoever reads this story? A "I'd like that too" reflex.

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One answer to "Storytelling as a form of communication: How to become a successful storyteller"

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