A former Saatchi and Saatchi MD had a nice and extremely effective trick when pitching for business.
Whenever a prospective client suggested new, additional ideas to be included in a forthcoming advertising campaign he’d throw a handful of sugar cubes at someone in the audience. Inevitably they’d all be dropped. Then he’d throw just one. When that was caught he’d pause for a moment … just long enough … then ask “get the message?”
Why? Because the human brain can only take so much on board at any one moment.
But what’s also interesting is that humans are far more receptive to taking on board – and remembering – stuff that is relevant to them: hence “KISR”.
Success in developing the winning proposal – and in selling more widely – hinges on your ability to communicate in a way that is simple, effective and resonates directly with your audience.
It seems obvious, doesn’t it … sales success being tied to your ability to prove the relevance of your services and products to clients?
But it’s so very tempting to do the easy thing … bombard your prospects with loads of information about how great you are. How many of your proposals start with an introductory piece about what your company does and who for?
In other words, how often do you start by talking about you?
Relevance starts with the customer …
… not with you and your firm. Sure, examples of previous work, case studies, testimonials and your organisational capability are very important, but only once you’ve piqued the interest of your prospect.
Without that interest everyone’s time is being wasted. Compel your prospects with stories that draw them in.
Be the Teller
Remember when you were a kid and hearing fairy stories … how on earth can you remember those stories decades later?
Because they were made relevant to you by the teller. It felt like you were Jack trying to get back down the beanstalk or that the Big Bad Wolf was coming after you!
It’s really no different in business. Well, it’s a bit different; but when you engage with prospects you are placed in a very privileged position – that of the “teller.”
By mutual consent it’s your job to share a story that is compelling, believable and sufficiently moving to generate a subsequent order to provide legal services.
This is the value proposition that emotionally resonates with prospective buyers.
Are you Keeping it Simple and Relevant?
If you think your win themes, sales messages and value propositions could be sharper, more relevant to the target audiences and your services more keenly differentiated we’d love to hear from you.
The winning proposal is the one that makes everything seem so easy for your buyers.