Using Storytelling in Proposals - APMP Houston
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Using Storytelling in Your Proposals to Make your Buyers the Hero and Win More Deals Presented By: Courtney Pemberton @cpembyrun|[email protected]|www.schipul.com
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21-Oct-2014 -
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Presented by Courtney Pemberton at the APMP Houston Chapter's August Luncheon 2013 - Aug. 7 in Houston, TX Everyone loves a good story. They spark emotion, they inspire, and they often unlock ideas that we never dreamt possible. Now imagine if storytelling were applied to your proposal development process. They are no longer textbooks full of facts and figures. It becomes a compelling narrative with thought-provoking visuals, making the buyer the hero. This presentation discusses how to change your perspective and start writing stories that buyers will want to read. You will learn: 1. Character development in proposals and how this leads to stronger business relationships 2. Research techniques and tools to help you truly understand your buyer’s needs and pain, and begin developing a valuable proposal plot 3. How to incorporate the 4 elements of a great story to create an even better proposal 4. Real examples of how to incorporate visual storytelling within each stage of your capture planning and development process.
Transcript of Using Storytelling in Proposals - APMP Houston
Using Storytelling in Your Proposals to Make your Buyers the Hero and Win More Deals
Presented By: Courtney Pemberton@cpembyrun|[email protected]|www.schipul.com
Let’s Chat
What we will talk about today
1.Before you even begin writing
1.Effectively incorporating the elements of a story…and then some
2.What to do when formality overrules creativity
Cognitive psychologists describe how the human mind, in an attempt to understand and remember, assembles the bits and pieces of experience into a story…Stories are how we remember. -Bronwyn Fryer, Storytelling That Moves People, Harvard Business Review
We are biology programmed to utilize storytelling as a memory enhancing technique.-Andy Goodman, Storytelling as a Best Practice
Before You Even Begin
It’s all about the relationship
1.Why?
2.Get to know your Characters
3.Pain & Value
http://www.flickr.com/photos/13522901@N00/59231687/
1. Why
Why are you the better choice?
2. Know Your Characters
1.Know ALL the characters – you may not have met them all
What is important to each character?
Who makes the final decision?
Character Development
Character Wants/Values
Executive Director*Decision Maker
Advancing the overall mission and growth of the organization-Previously serving Planned Giving and educational institutions-On multiple Boards and highly involved in the community
Marketing & PR Manager*Initial Contact
Mobilize community outreach and participation
Donor/Grants Coordinator Increasing donations and expanding fundraising programs
Financial Officer Developing payment installments that fall in line with the organization’s cash flow
Business Development Team Engage community partners and foster long-term relationships
Board of Directors*Decision Maker and Majority Vote
Meets the policies and standards of the organization
Tools for Character Development1.LinkedIn Profile
2.Website (Bios)
3.Social Media
4.Google Search
5.Social Mention - www.socialmention.com
6.CRM – Salesforce, InsideView
3. Pain & Value
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What is your value?
Imputed Value: people form an opinion about your product, service or company based on the signals that it conveys
Make it Consistent
Weaving Your Narrative
Elements of a Story
1.Setting
2.Characters
3.Plot
4.Theme
5.Conflict
1.Executive Summary
2.Buyers
3.Scope of Work
4.Content
5.Budget
Executive Summary
Give your readers as much information as possible as soon as possible. To hell with suspense.-Kurt Vonnegut, 8 Rules for Writing a Short Story
Judging a book by it’s cover…
Add value before you even begin working together.
I choose the Sales Bible!
Setting Executive Summary
The Characters
Character Wants/Values
Executive Director*Decision Maker
Advancing the overall mission and growth of the organization-Previously serving Planned Giving and educational institutions-On multiple Boards and highly involved in the community
Marketing & PR Manager*Initial Contact
Mobilize community outreach and participation-Will be using the product [website] the most
Donor/Grants Coordinator Increasing donations and expanding fundraising programs
Financial Officer Developing payment installments that fall in line with the organization’s cash flow
Business Development Team Engage community partners and foster long-term relationships
Board of Directors*Decision Maker and Majority Vote
Meets the policies and standards of the organization
Characters Buyers
1. Specifically address objectives per character within your written content
2. Use content formats and language the buyer is accustom too
3. Highlight meaningful examples
4.Itemize costs
5.Educate, knowledge share & be transparent
6. Acknowledge a specific concern
Scope of Work
Plot Scope of Work
Make your buyer the HERO!
Budget = Conflict
https://www.docracy.com/0yebn2ndrlr/contract-of-works-for-web-design-service
“As we are sure you’ll want to stay friends, you agree to stick tight to the following payment schedule…”
Legal Doesn’t Mean Lame
The Content
Content Theme
1.Catches their attention
2.Simple, easy to read
3.Paints a picture
4.Personable
5.Affirms credibility
Catches their attention
Let your buyer know you heard them...the impact is HUGE!
Simple1. Clearly defined
Section Titles
2.Consistent branding and tone
3. Use sub-headers
4.Bulleted Lists and Numbering
5. Not filled with unnecessary jargon
Paints a Picture
1. Use visuals to explain a process
2. Utilize first-person words like “you” or “your team”
3.Explain how you will work together, listing out responsibilities
When we take in visual information alongside verbal information, our brain’s ability to encode it to long term memory is significantly enhanced...showing visuals with text increases learning by 89%-University of Cambridge, Visual Storytelling
Talk to people about themselves and they’ll listen for hours.-Dale Carnegie, How to Win Friends and Influence People
Personable
The Feature: Keyword Research
The Benefit: “Data such as this will play a pivotal role in determining specific niche terms that target this ‘connected consumer’ and increase product sales for [your company]”
Affirm Credibility - Prove it
Affirm Credibility
Highlight Your People & Continue to Foster the Relationship
Pesky Formalities
Request for Proposal
Have you ever proposed something different?
Pre-Prosposal, Proposal
The pre-proposal, proposal allows both parties to exchange ideas and agree on a scope that is truly a win/win. The document then enables the formal proposal to become just that, a formality.
Step outside the proposal
1. Unique Proposal Delivery
2. Webinars and training
3. Fact Sheets
4. Free [Useful] ‘Swag’
Time
Tips to Save you Time
1.Create Templates
2.Reuse Graphics
3.Proposal Generator Softwarea. Quote Roller – www.quoteroller.com b. Tinder Box – www.gettinderbox.comc. Qorus - www.qorusdocs.com d. seProposals - www.saleselement.com e. SAVO - www.savogroup.com f. Proposal Software - www.proposalsoftware.com
Immediate Take-aways1.Do your research - know
your characters, make the buyer the hero
2.Paint a picture - use visuals
3.Think outside the proposal
4.Make templates
Courtney PembertonBusiness Development 281.497.6567 [email protected]
Schipul – The Web Marketing Companywww.schipul.comBlog.schipul.com
Find these presentations slides at, www.slideshare.net/cpembyrun
Thank you! Questions?
