Using Storytelling in Your Proposalsto Make your Buyers the Hero and WinMore DealsPresented By: Courtney Pemberton@cpembyr...
Let’s Chat
What we will talkabout today1. Before you even beginwriting2. Effectively incorporatingthe elements of a story…and then so...
Cognitive psychologists describe howthe human mind, in an attempt tounderstand and remember, assemblesthe bits and pieces ...
We are biology programmed toutilize storytelling as a memoryenhancing technique.-Andy Goodman, Storytelling as a Best Prac...
Before You Even Begin
It’s all about the relationship
1.Why?2.Get to know yourCharacters3.“Gemlets” [Value]h"p://www.flickr.com/photos/13522901@N00/59231687/
1. Why
Why are you the better choice?
2. Know Your Characters
1.Know ALL thecharacters – youmay not have metthem all2.What is important toeach character?3.Who makes the finaldecision?	...
Character Wants/ValuesExecutive Director*Decision MakerAdvancing the overall mission andgrowth of the organization-Previou...
Tools for Character Development1. LinkedIn Profile2. Website(Bios)3. Social Media4. Google Search5. Social Mention -www.so...
3. “Gemlets”
What is your value?
Imputed Value: people form anopinion about your product,service or company based on thesignals that it conveysMake it Cons...
Weaving Your Narrative
Elements of a Story1.Setting2.Characters3.Plot4.Theme5.Conflict1.Executive Summary2.Buyers3.Scope of Work4.Content5.Budget
Executive Summary
Give your readers as muchinformation as possible assoon as possible. To hell withsuspense.-Kurt Vonnegut, 8 Rules for Writ...
Judging a book by it’s cover…
Add value before you evenbegin working together.I choose the Sales Bible!
Setting Executive Summary
The Characters
Character Wants/ValuesExecutive Director*Decision MakerAdvancing the overall mission andgrowth of the organization-Previou...
Characters Buyers1. Specifically address objectivesper buyer within your writtencontent2. Use content formats andlanguage ...
Scope of Work
Plot Scope of Work
Make your buyer the HERO!
Budget = Conflict
h"ps://www.docracy.com/0yebn2ndrlr/contract-­‐of-­‐works-­‐for-­‐web-­‐design-­‐service“As we are sure you’ll want to stay...
The Content
Content Theme1. Catches their attention2. Simple, easy to read3. Paints a picture4. Personable5. Affirms credibility
Catches their attentionLet your buyer know you heardthem...the impact is HUGE!
Simple1. Clearly definedSection Titles2. Consistent brandingand tone3. Use sub-headers4. Bulleted Lists andNumbering5. Not...
Paints a Picture1. Use visuals to explaina process2. Utilize first-personwords like “you” or“your team”3. Explain how you ...
PersonableThe Feature: Keyword ResearchThe Benefit: “Data such as this will play a pivotalrole in determining specific nic...
Talk to people about themselvesand they’ll listen for hours.-Dale Carnegie, How to Win Friends and Influence People
Affirm Credibility - Prove it
Affirm Credibility
Highlight Your People & Continue toFoster the Relationship
Pesky Formalities
Request for ProposalHave you ever proposedsomething different?
Pre-Prosposal, ProposalThe pre-proposal, proposal allows bothparties to exchange ideas and agree on ascope that is truly a...
Pre-Prosposal, Proposal47
Step outside the proposal1. Webinars and training2. Fact Sheets3. Event Invitations4. Free [Useful] ‘Swag’cont’d...
Step outside the proposal1. Hand written ‘Thank You’ cards2. Links to resources that made you think ofthem3. Detailed voic...
Time
Tips to Save you Time1. Create Templates2. Reuse Graphics3. Proposal Generator Softwarea. Quote Roller – www.quoteroller.c...
Immediate Take-aways1. Do your research - knowyour characters, makethe buyer the hero2. Paint a picture - usevisuals3. Thi...
Courtney PembertonBusiness Development Manager281.497.6567 x537cpemberton@schipul.comSchipul – The Web Marketing Companyww...
Rate My Presentation!1. Please Rate the session by going towww.eventmobi.com/bpc20132. Rate the session and presentation b...
Using Storytelling in Your Proposals to Make Your Buyers the Hero and Win More Deals
Upcoming SlideShare
Loading in...5
×

Using Storytelling in Your Proposals to Make Your Buyers the Hero and Win More Deals

30,859

Published on

Presented by Courtney Pemberton at APMP's Bid & Proposal Conference 2013 - May 28-31 in Atlanta, GA

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.

Join Courtney Pemberton, Business Development Manager at Schipul Technologies, to discuss how to change your perspective and start writing stories that buyers will want to read.

In this session you will learn:

-Character development in proposals and how this leads to stronger business relationships

-Research techniques and tools to help you truly understand your buyer’s needs and begin developing the proposal’s plot

-How to incorporate the 4 elements of a great story to create an even better proposal

-Real examples of how to incorporate visual storytelling within each stage of your capture planning and development process.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
30,859
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Using Storytelling in Your Proposals to Make Your Buyers the Hero and Win More Deals"

  1. 1. Using Storytelling in Your Proposalsto Make your Buyers the Hero and WinMore DealsPresented By: Courtney Pemberton@cpembyrun|cpemberton@schipul.com|www.schipul.com
  2. 2. Let’s Chat
  3. 3. What we will talkabout today1. Before you even beginwriting2. Effectively incorporatingthe elements of a story…and then some3. What to do when formalityoverrules creativity
  4. 4. Cognitive psychologists describe howthe human mind, in an attempt tounderstand and remember, assemblesthe bits and pieces of experience intoa story…Stories are how we remember.-Bronwyn Fryer, Storytelling That Moves People, Harvard Business Review
  5. 5. We are biology programmed toutilize storytelling as a memoryenhancing technique.-Andy Goodman, Storytelling as a Best Practice
  6. 6. Before You Even Begin
  7. 7. It’s all about the relationship
  8. 8. 1.Why?2.Get to know yourCharacters3.“Gemlets” [Value]h"p://www.flickr.com/photos/13522901@N00/59231687/
  9. 9. 1. Why
  10. 10. Why are you the better choice?
  11. 11. 2. Know Your Characters
  12. 12. 1.Know ALL thecharacters – youmay not have metthem all2.What is important toeach character?3.Who makes the finaldecision?  Character Development
  13. 13. Character Wants/ValuesExecutive Director*Decision MakerAdvancing the overall mission andgrowth of the organization-Previously serving Planned Giving and educational institutions-On multiple Boards and highly involved in the communityMarketing & PR Manager*Initial ContactMobilize community outreach andparticipationDonor/Grants Coordinator Increasing donations and expandingfundraising programsFinancial Officer Developing payment installments thatfall in line with the organization’s cashflowBusiness Development Team Engage community partners andfoster long-term relationshipsBoard of Directors*Decision Maker and Majority VoteMeets the policies and standards ofthe organization
  14. 14. Tools for Character Development1. LinkedIn Profile2. Website(Bios)3. Social Media4. Google Search5. Social Mention -www.socialmention.com6. CRM – Salesforce, InsideView
  15. 15. 3. “Gemlets”
  16. 16. What is your value?
  17. 17. Imputed Value: people form anopinion about your product,service or company based on thesignals that it conveysMake it Consistent
  18. 18. Weaving Your Narrative
  19. 19. Elements of a Story1.Setting2.Characters3.Plot4.Theme5.Conflict1.Executive Summary2.Buyers3.Scope of Work4.Content5.Budget
  20. 20. Executive Summary
  21. 21. Give your readers as muchinformation as possible assoon as possible. To hell withsuspense.-Kurt Vonnegut, 8 Rules for Writing a Short Story
  22. 22. Judging a book by it’s cover…
  23. 23. Add value before you evenbegin working together.I choose the Sales Bible!
  24. 24. Setting Executive Summary
  25. 25. The Characters
  26. 26. Character Wants/ValuesExecutive Director*Decision MakerAdvancing the overall mission andgrowth of the organization-Previously serving Planned Giving and educational institutions-On multiple Boards and highly involved in the communityMarketing & PR Manager*Initial ContactMobilize community outreach andparticipation-Will be using the product [website] the mostDonor/Grants Coordinator Increasing donations and expandingfundraising programsFinancial Officer Developing payment installments thatfall in line with the organization’s cashflowBusiness Development Team Engage community partners andfoster long-term relationshipsBoard of Directors*Decision Maker and Majority VoteMeets the policies and standards ofthe organization
  27. 27. Characters Buyers1. Specifically address objectivesper buyer within your writtencontent2. Use content formats andlanguage the buyer is accustomtoo3. Highlight meaningful examples4. Itemize costs5. Educate & knowledge share6. Acknowledge a specific concern
  28. 28. Scope of Work
  29. 29. Plot Scope of Work
  30. 30. Make your buyer the HERO!
  31. 31. Budget = Conflict
  32. 32. h"ps://www.docracy.com/0yebn2ndrlr/contract-­‐of-­‐works-­‐for-­‐web-­‐design-­‐service“As we are sure you’ll want to stayfriends, you agree to stick tight to thefollowing payment schedule…”Legal Doesn’t Mean Lame
  33. 33. The Content
  34. 34. Content Theme1. Catches their attention2. Simple, easy to read3. Paints a picture4. Personable5. Affirms credibility
  35. 35. Catches their attentionLet your buyer know you heardthem...the impact is HUGE!
  36. 36. Simple1. Clearly definedSection Titles2. Consistent brandingand tone3. Use sub-headers4. Bulleted Lists andNumbering5. Not filled withunnecessary jargon
  37. 37. Paints a Picture1. Use visuals to explaina process2. Utilize first-personwords like “you” or“your team”3. Explain how you willwork together, listingout responsibilitiesTextTextWhen we take in visual information alongside verbalinformation, our brain’s ability to encode it to longterm memory is significantly enhanced...showingvisuals with text increases learning by 89%-University of Cambridge, Visual Storytelling
  38. 38. PersonableThe Feature: Keyword ResearchThe Benefit: “Data such as this will play a pivotalrole in determining specific niche terms thattarget this ‘connected consumer’ and increaseproduct sales for [your company]”
  39. 39. Talk to people about themselvesand they’ll listen for hours.-Dale Carnegie, How to Win Friends and Influence People
  40. 40. Affirm Credibility - Prove it
  41. 41. Affirm Credibility
  42. 42. Highlight Your People & Continue toFoster the Relationship
  43. 43. Pesky Formalities
  44. 44. Request for ProposalHave you ever proposedsomething different?
  45. 45. Pre-Prosposal, ProposalThe pre-proposal, proposal allows bothparties to exchange ideas and agree on ascope that is truly a win/win. The documentthen enables the formal proposal tobecome just that, a formality.
  46. 46. Pre-Prosposal, Proposal47
  47. 47. Step outside the proposal1. Webinars and training2. Fact Sheets3. Event Invitations4. Free [Useful] ‘Swag’cont’d...
  48. 48. Step outside the proposal1. Hand written ‘Thank You’ cards2. Links to resources that made you think ofthem3. Detailed voicemails and follow-up4. Happy Birthday, know names5. Remember – Be memorable!
  49. 49. Time
  50. 50. Tips to Save you Time1. Create Templates2. Reuse Graphics3. Proposal Generator Softwarea. Quote Roller – www.quoteroller.comb. Tinder Box – www.gettinderbox.comc. Qorus - www.qorusdocs.comd. seProposals - www.saleselement.come. SAVO - www.savogroup.comf. Proposal Software - www.proposalsoftware.com
  51. 51. Immediate Take-aways1. Do your research - knowyour characters, makethe buyer the hero2. Paint a picture - usevisuals3. Think outside theproposal4. Make templates
  52. 52. Courtney PembertonBusiness Development Manager281.497.6567 x537cpemberton@schipul.comSchipul – The Web Marketing Companywww.schipul.comBlog.schipul.comFind these presentations slides at,www.slideshare.net/cpembyrunThank you! Questions?
  53. 53. Rate My Presentation!1. Please Rate the session by going towww.eventmobi.com/bpc20132. Rate the session and presentation bystars (1 lowest – 5 highest)3. Add comments to comment field

×