WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with...
Transcript of WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with...
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The Art of Storytelling
P R E S E N T E D BY:
W E B I N A R
Brad Douglas,Shipley Global
Sam Singh, Shipley India
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Paige Frame,McKinnon Mulherin
Mallary Price,Shipley Associates
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Webinar Agenda Storytelling, what is it? How is it used? Why it’s impactful How does it relate to proposals? Storytelling and procurement trends Applying storytelling in your proposal
messaging Summary
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Let’s Start with a Story…
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What is Storytelling?
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Timeless way to communicate
Often uses multiple senses—written, graphical, verbal, emotional
States, supports, and summarizes-A beginning, the body, and an ending
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The Science of Storytelling
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Humans have been telling stories since the first cave paintings as a fundamental method of
communication
Good storytelling appeals to both logic
and emotion
Stories allow us to connect and engage with the
information—as human beings we want to relate
Our brains become more active when
we tell/read stories
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Why Storytelling is So Impactful
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Gains and holds attention Helps customer/evaluator remember Moves the reader/audience to action Creates an emotional connection Builds trust Advances the sale—creates stickiness
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Principles of Sticky Ideas:
For an idea (story) to endure, we must generate interest and curiosity.
Naturally sticky ideas are full of concrete images (stories)… because our brains are
wired to remember concrete data.
Sticky ideas have to carry their own credentials. We need ways to help people
test our ideas for themselves – a ‘try before you buy’ philosophy.
Made to Stick: Why Some Ideas Survive and Others Die
By: Chip Heath and Dan Heath
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“News reporters are taught to start their stories with the most important
information. The first sentence, called the lead, contains the most essential
elements of the story. After the lead, information is presented in decreasing
order of importance.”
Made to Stick: Why Some Ideas Survive and Others Die
By: Chip Heath and Dan Heath
“Our messages (stories) have to be compact, because we learn and
remember only so much information at once.”
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Everyday lives –Co-workers, kids, anyone
Selling
Proposing (written or verbal)
Casual discussions—prepare your elevator speech
Negotiating
Training – “war stories” are remembered
Prospecting for new business
Management leadership
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Good storytelling does not fabricate authenticity, it validates authenticity.
This is how you build trust.
“
”
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Leadership and StorytellingThe 7 Habits of Highly Effective People®
Over 25 million books in dozens of languages
Tens of thousands of seminars For each habit Dr. Covey had a story… told
over and over again Stories make the solutions or ideas
relatable Stories make solutions or ideas relevant Great leaders are great storytellers
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Storytelling in Business Development
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Clearly define the beginning, middle,
and end helping the listener/reader
understand
Keep the story relevant to what
you are selling
Combine compelling facts (features of your offer) with attractive stories
(appealing to your customer’s hot buttons) and a
solution (benefit to the customer)
Make your story relatable. The more
you relate to something, the more
you like it
Commit the story to your customer’s
memory by connecting to your product or service
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How Does Storytelling Relate Specifically to Proposals?
13Caution: Don’t overuse storytelling or it loses its value!
Proposal is a sales document
We are writing or presenting for the reader/customer, not ourselves
Increase evaluation scores—relevance
Repetition throughout proposal reinforce the story - stickiness
Success stories validate claims and provide proof
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Applying Storytelling in Your Business Development Activities
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We must understand the changing competitive landscape OTAs, FEDSIM and other procurement options Storytelling approach varies based on customer and acquisition type
Where, specifically, can storytelling apply in a proposal? Executive summary Past performance Sales briefings and presentations (including video) Success stories and validation Visuals and captions Theme statements
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Know Your Customer Prepare Your Story by Understanding Buying Patterns
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What’s Trending OTA (Other Transactional Authority)
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Responding to OTAsTe l l Y o u r S t o r y – M a k e i t C o m p e l l i n g
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Most likely it is still a competition
Know the customer needs
Know the competition
Tell and sell your story
Know the competitive price
range
Common format is a white paper
Minimal formal requirements
Emphasis on “selling”
Best story wins! Creativity is often rewarded
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The Art of Storytelling Use Graphics and Captions to Tell Success Stories
Insert graphic to gain
attention
State the customer’s
need
Indicate why the customer selected
you
Indicate the solution you delivered and resulting benefit
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Tell Your Success Story by Using Graphics and Captions
Figure 5. Golf ‘R Us Stores Double Lead Conversion. Golf R Us needed a CRM system that included marketing automation tools. By implementing Vibrant’s global CRM system, same store lead conversion doubled in the first eight months of implementation. 20
2Customer
Needs
1Graphic to gain
attention
3Why customer
chose us4
Why customer chose us
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The Art of StorytellingLeverage your Theme Statements in All Communication
<Customer> <Quantified Benefit> <Specified Feature> <Discriminator> <Proof>
F O R M U L A
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A Theme with a Value Proposition Adds to Your Story
Outdoor Sports Global will reduce the cost of sales tracking and lead nurturing campaigns by selecting Vibrant to implement a CRM system that reduces overall marketing costs by 35 percent.
Feature Quantified Return
BenefitCustomer
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Theme Statements Reinforce Your Story
Evaluation
Criteria
Unsatis-factory Poor Fair Good Excep-
tional
1 2 3 4 5
Requirement: A system that provides global support for international growth
XJustification of Score from Evaluator:
Vibrant uniquely provides in-country support personnel for global implementation of a CRM system that supports online and retail sales expansion.
Does your theme statement tell or
support your story to justify a high score?
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Know your customer
Be credibleBe relevant
Be prepared: Know your customer, competitors, and your value proposition
Don’t overuse storytelling
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Questions and Discussion
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[email protected]@[email protected]@mckinnon-mulherin.com
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