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WEBINARThe Art of StorytellingP R E S E N T E D BY:Sam Singh,Shipley IndiaPaige Frame,McKinnon MulherinBrad Douglas,Mallary Price,Shipley Global Shipley AssociatesWWW.SHIPLEYWINS.COM 2019 Shipley AssociatesCopyright Shipley Associates.
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 proposalmessaging Summary2Copyright Shipley Associates.
Let’s Startwith a Story 3Copyright Shipley Associates.
What is Storytelling?Timeless way to communicateOften uses multiple senses—written, graphical,verbal, emotionalStates, supports, and summarizes-A beginning, the body, and an ending4Copyright Shipley Associates.
The Science of StorytellingHumans have beentelling stories since thefirst cave paintings as afundamental method ofcommunicationGood storytellingappeals to both logicand emotionStories allow us to connectand engage with theinformation—as humanbeings we want to relateOur brains becomemore active whenwe tell/read stories5Copyright Shipley Associates.
Why Storytelling is So Impactful Gains and holds attention Helps customer/evaluator remember Moves the reader/audience to action Creates an emotional connection Builds trust Advances the sale—creates stickiness6Copyright Shipley Associates.
Principles of Sticky Ideas:For an idea (story) to endure, we mustgenerate interest and curiosity.Naturally sticky ideas are full of concreteimages (stories) because our brains arewired to remember concrete data.Sticky ideas have to carry their owncredentials. We need ways to help peopletest our ideas for themselves – a ‘try beforeyou buy’ philosophy.Made to Stick: Why SomeIdeas Survive and Others DieBy: Chip Heath and Dan Heath7Copyright Shipley Associates.
“News reporters are taught to start their“Our messageshave to bestorieswith the (stories)most importantcompact,we learnandtheinformation.Thebecausefirst sentence,calledrememberonly solead, containsthemuchmostinformationessential atonce.”After the lead,elements of the story.information is presented in decreasingorder of importance.”Made to Stick: Why SomeIdeas Survive and Others DieBy: Chip Heath and Dan Heath8Copyright Shipley Associates.
Management leadershipCasual discussions—prepareyour elevator speechEveryday lives –Co-workers, kids, anyoneNegotiatingTraining – “war stories”are rememberedSellingProspecting fornew businessProposing (writtenor verbal)9Copyright Shipley Associates.
“Good storytelling does not fabricateauthenticity, it validates authenticity.This is how you build trust.10Copyright Shipley Associates.
Leadership and StorytellingThe 7 Habits of Highly Effective People Over 25 million books in dozens of languagesTens of thousands of seminarsFor each habit Dr. Covey had a story toldover and over againStories make the solutions or ideasrelatableStories make solutions or ideas relevantGreat leaders are great storytellers11Copyright Shipley Associates.
Storytelling in Business DevelopmentClearly define thebeginning, middle,and end helping thelistener/readerunderstandKeep the storyrelevant to whatyou are sellingCombine compellingfacts (features ofyour offer) withattractive stories(appealing to yourcustomer’s hotbuttons) and asolution (benefit tothe customer)Make your storyrelatable. The moreyou relate tosomething, the moreyou like itCommit the story toyour customer’smemory byconnecting to yourproduct or service12Copyright Shipley Associates.
How Does Storytelling Relate Specifically to Proposals?Proposal is a sales documentWe are writing or presenting for the reader/customer, not ourselvesIncrease evaluation scores—relevanceRepetition throughout proposal reinforce the story - stickinessSuccess stories validate claims and provide proofCaution: Don’t overuse storytelling or it loses its value!13Copyright Shipley Associates.
Applying Storytelling in Your Business Development Activities 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 statements14Copyright Shipley Associates.
Know Your CustomerPrepare Your Story by Understanding Buying Patterns15Copyright Shipley Associates.
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What’s TrendingOTA (Other Transactional Authority)17Copyright Shipley Associates.
Responding to OTAsTe l l Yo u r S t o r y – M a k e i t C o m p e l l i n gMost likely it is still a competitionKnow thecustomer needsKnow thecompetitionTell and sell yourstoryKnow thecompetitive pricerangeCommon format is a white paperMinimal formalrequirementsEmphasis on“selling”Best story wins!Creativity is oftenrewarded18Copyright Shipley Associates.
The Art of StorytellingUse Graphics and Captions to Tell Success StoriesInsert graphicto gainattentionState thecustomer’sneedIndicate why thecustomer selectedyouIndicate the solutionyou delivered andresulting benefit19Copyright Shipley Associates.
Tell Your Success Story by Using Graphics and Captions1Graphic to gainattention2CustomerNeeds3Why customerchose usFigure 5. Golf ‘R Us Stores Double Lead Conversion.Golf R Us needed a CRM system that includedmarketing automation tools. By implementingVibrant’s global CRM system, same store leadconversion doubled in the first eight months ofimplementation.4Why customerchose us20Copyright Shipley Associates.
The Art of StorytellingLeverage your Theme Statements in All CommunicationFORMULA Customer Quantified Benefit Specified Feature Discriminator Proof 21Copyright Shipley Associates.
A Theme with a Value Proposition Adds to Your StoryCustomerBenefitOutdoor Sports Global will reduce the cost of sales tracking and leadnurturing campaigns by selecting Vibrant to implement a CRMsystem that reduces overall marketing costs by 35 percent.FeatureQuantifiedReturn22Copyright Shipley Associates.
Theme Statements Reinforce Your StoryDoes your themestatement tell orsupport your story tojustify a high Exceptional12345Requirement:A system thatprovides globalsupport forinternationalgrowthXJustification of Score from Evaluator:Vibrant uniquely provides in-country support personnel for globalimplementation of a CRM system that supports online and retailsales expansion.23Copyright Shipley Associates.
Know your customerBe credibleBe relevantBe prepared: Know your customer,competitors, and your value propositionDon’t overuse storytelling24Copyright Shipley Associates.
Questions and Discussion25Copyright Shipley Associates.
WW.SHIPLEYWINS.COM26Copyright Shipley Associates.
The Science of Storytelling. 5. 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
