The Power of Storytelling

Tuesday, 16 January 2024
10:00 am – 11:00 am (UK time)
    • Nick Thomas, Nick Thomas & Associates

Webinar Overview

Storytelling has been an essential and dominant aspect of human communication from the dawn of our evolution. This session draws on findings in neuroscience and psychology to explain why it is so powerful across multiple fields including leadership, organisational culture, learning and sales, and how we can leverage this knowledge with specific application to sales and client engagement

Learning Outcomes

  • Understand why storytelling is so powerful
  • Understand how to use storytelling to be an effective communicator
  • Understand how to utilise the power of storytelling to achieve successful sales
    [and client] outcomes

Content & Learning

  • The benefits of storytelling
  • Stories versus data – emotional and rational decision-making
  • Neural coupling, the role of dopamine, oxytocin, and the amygdala
  • Attributes of a great story
  • Metaphors
  • Storytelling in sales – ethos, pathos, and logos
  • A compelling story framework

Speaker Bio - Nick Thomas

Nick offers a unique combination of skills in the UK insurance training sector – an industry sales specialist and a professional coach and trainer. Nick is an Economics graduate with over 25 years corporate insurance broking experience. He was a highly successful sales producer in the UK broking market before progressing into regional and then national sales leadership roles. As National Development Director at HSBC, Nick was one of only 40 people from a global workforce of 265,000 selected as part of the STARS programme to recognise exceptional performance. He is a highly trained consultative sales specialist, and his experience includes a secondment with a major management consultant to design a best practice sales process.

In the mid-2000s, Nick developed a chronic health condition; his journey to recovery fostered a new range of interests, and a passion for health, and performance. He studied widely, qualifying as a Master Practitioner in Neuro-Linguistic Programming (NLP), obtaining a Diploma in Life Coaching, before going on to study Corporate/Business Coaching with The Coaching Academy. Nick is also a qualified Holistic Lifestyle Coach and Advanced Exercise Coach.

In the last two years Nick has worked in a self-employed capacity in training, coaching, and consulting. He works with a specialist adviser in Insurance sector M&A (Mergers & Acquisitions), and through Nick Thomas & Associates.

CII Accredited

This demonstrates the quality of an event and that it meets CII member CPD scheme requirements.

1 hour's CPD can be claimed for this event if relevant to your learning and development needs.

It is recommended that you keep any evidence of the CPD activity you have completed and upload copies to the recording tool as the CII may ask to see this if your record is selected for review. Details of the scheme can be viewed online at