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|cpemberton@schipul.com|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

16

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 x537cpemberton@schipul.com

Schipul – The Web Marketing Companywww.schipul.comBlog.schipul.com

Find these presentations slides at, www.slideshare.net/cpembyrun

Thank you! Questions?