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Copyright Shipley Associates. The Art of Storytelling PRESENTED BY: WEBINAR Brad Douglas, Shipley Global Sam Singh, Shipley India WWW.SHIPLEYWINS.COM © 2019 Shipley Associates Paige Frame, McKinnon Mulherin Mallary Price, Shipley Associates

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Page 1: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

WWW.SHIPLEYWINS.COM © 2019 Shipley Associates

Paige Frame,McKinnon Mulherin

Mallary Price,Shipley Associates

Page 2: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright 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 proposal

messaging Summary

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Page 3: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

Let’s Start with a Story…

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Page 4: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 5: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 6: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 7: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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Page 8: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

“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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Page 9: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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

Page 10: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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Good storytelling does not fabricate authenticity, it validates authenticity.

This is how you build trust.

Page 11: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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Page 12: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 13: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 14: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 15: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

Know Your Customer Prepare Your Story by Understanding Buying Patterns

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Page 16: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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Page 17: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

What’s Trending OTA (Other Transactional Authority)

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Page 18: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 19: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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Page 20: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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

Page 21: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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Page 22: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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Page 23: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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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Page 24: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

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Know your customer

Be credibleBe relevant

Be prepared: Know your customer, competitors, and your value proposition

Don’t overuse storytelling

Page 25: WEBINAR The Art of Storytelling · Combine compelling facts (features of your offer) with attractive stories (appealing to your customer’s hot buttons) and a solution (benefit to

Copyright Shipley Associates.

Questions and Discussion

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