Power Hour: Art of Storytelling
The Art of Storytelling: Power Hour Takeaways from Women in Flooring
Watch the replay here.
On March 26, 2025, the Women in the Floor Covering Industry (WIFI) community came together for another powerful and inspiring WIFI Power Hour, themed “The Art of Storytelling: Building Customer Relationships to Drive Sales & Marketing.” This virtual event explored how storytelling can be one of the most potent tools in any professional’s toolkit—helping to build trust, strengthen brand identity, and drive business success across sales and marketing.
Moderated by WIFI volunteer Alison Mullins, the session featured three industry standouts:
Tanja Kern, Associate Publisher & Editorial Director at Floor Trends & Installation
Scott Humphrey, CEO of the World Floor Covering Association (WFCA)
Kris Stanfield, Director of Content and Creative at Shaw Industries
Together, they shared real-world examples of storytelling in flooring, broke down key techniques, and gave practical guidance on how to craft narratives that truly connect.
Why Storytelling Matters in the Flooring Industry
Alison opened the event with a warm welcome and a simple truth: behind every successful brand is a compelling story. Storytelling isn’t fluff—it’s foundational. “In both of my books,” she said, “I talk about how storytelling is the lifestyle narrative that helps us communicate, sell, and build relationships.”
Whether you're marketing hardwood flooring, managing a showroom, or running a nonprofit, stories give your brand emotional depth and meaning. They differentiate you, connect you to your customers, and make you memorable.
Panel Insights: How the Pros Tell Great Stories
Each panelist brought a unique lens on storytelling—from journalism and brand marketing to leadership and advocacy. Here's what they shared:
✍️ Tanja Kern: From Journalism to Product Storytelling
Tanja walked attendees through her transition from traditional lifestyle journalism to brand storytelling in flooring. She discovered that many companies struggle to communicate the “why” behind their products—and that's where the magic of storytelling begins.
“The right story,” she explained, “can transform a functional product into something emotional and meaningful.”
Tanja now helps brands shape their messaging for customers across design, retail, and homeowner segments. She also stressed the importance of shifting focus from the product to the person you're trying to help. Authenticity matters more than hype.
💡 Kris Stanfield: Bridging Sales and Marketing with a Story
Kris brought a sharp, strategic take to the discussion. With over a decade at Shaw Industries, she emphasized the critical link between storytelling and sales enablement. “Even the best story can’t stand on its own,” she noted. “There has to be a system.”
Her 4-part storytelling framework included:
Start with a Clear, Compelling Message
Aligned with brand values, simple and memorable.Make It Relevant to Sales
Help sales teams personalize and use the story in real scenarios.Support It with Tools
Provide Q&As, case studies, and testimonials to make stories stick.Reinforce It Often
Training and repetition are key to internal alignment and customer trust.
Kris also highlighted the role of sensory storytelling—using visuals, mood, and tone to emotionally engage customers and make stories feel lived-in, not just told.
🎤 Scott Humphrey: Advocacy, Empathy & Real-Life Lessons
Scott stole the show with humor and humility, weaving together heartfelt anecdotes and professional insights. From growing up in a trailer park to lobbying in Washington, DC, his storytelling has always centered on connection.
“People don’t care how much you know until they know how much you care.”
His secret? Empathetic listening. Scott shared how asking thoughtful questions, reading the room, and adapting your message to your audience are essential in both sales and leadership.
He even laid out his personal storytelling method for sales conversations:
Learn the customer’s story first.
Share your own, or someone else’s (with permission).
Ask them what success looks like.
Co-create a solution together.
Confirm understanding before moving forward.
Bonus: Storytelling Techniques You Can Use Today
Before the session wrapped, each panelist demonstrated a specific storytelling technique that attendees can take back to their own work:
🧱 The Inverted Pyramid (Tanja Kern)
A journalism classic, this structure helps ensure clarity and engagement—especially in blogs, PR, or sales content:
Lead with the most important info (what, when, where, why)
Add supporting details (quotes, stats, proof points)
End with background or nice-to-know facts
🖼️ Sensory & Emotional Storytelling (Kris Stanfield)
Great stories don’t just inform—they make you feel something. Use color, texture, nostalgia, or humor to evoke emotion, whether in social media, showroom displays, or customer pitches. Bonus points for puppies or family moments!
🤝 Storytelling Through Empathy (Scott Humphrey)
Real connection starts with listening. Ask great questions, mirror the audience’s energy, and share your own story only after you’ve earned trust. When people feel seen, they’re more likely to engage, convert, and stay loyal.
WIFI in Action: Updates & Opportunities
During the Power Hour, WIFI leadership also shared exciting updates and ways to get more involved:
✅ Mentorship Program
The Spring session is underway! Want to join the Fall session as a mentor or mentee? Sign up at the WIFI website.
🎓 Scholarships
Up to $5,000 in funding is available for continuing education, thanks to our amazing sponsors. Students and professionals are encouraged to apply!
📍 Upcoming Events
WIFI will be live at NWFA in Charlotte
See you at Coverings in Orlando
Don’t miss next month’s Power Hour: Rock Your LinkedIn Profile
💻 Follow WIFI
Connect on LinkedIn, Instagram, or Facebook for updates, stories, and opportunities to engage with the community.
🙋 Want to Volunteer or Join a Committee?
We’re growing! Let us know by emailing Maddie at mrollins@wfca.org or visit the womeninflooring.org to explore how you can contribute.
Final Words: Start With the Part That Makes You Smile
Whether you're writing a blog, crafting an ad campaign, pitching a new product, or simply introducing yourself—storytelling is your most powerful tool. And as one attendee beautifully noted in the chat:
“Start with the part of your story that makes you smile.”
Because that’s where connection begins.
Want to support WIFI? Join Friends of WIFI!
Corporate sponsorships and individual Friends of WIFI donors (as low as $15/month) help fund our programming, scholarships, and mentorship efforts. Learn more and donate at womeninflooring.org.
