The Proposal Writing Secret Used by Your Top Competitors
The sales process is fraught with challenges.
From securing a meeting with an ideal client to determining the best pricing to creating a winning proposal, there always seems to be just one more step to be completed before contracts are signed.
But when it comes to sales, there is one secret that nearly every successful company uses:
Storytelling.
Storytelling is popular for presentations and conversations with buyers, but many sales teams miss out on a chance to leverage storytelling in writing. If you’re not sure exactly how to get started, below are a few ways to incorporate storytelling within your proposals.
Craft a story from beginning to end.
Having a larger, all encompassing story will help bring your proposal to life. Start your proposal off by connecting with the buyer, show the challenges they are facing, and highlight how you help resolve those issues. Your proposal should leave them excited to work with you and with a sense of hope that there is a dream solution.
Not sure how to do this? Learn the 7-part framework for an easy-to-implement approach.
Incorporate Mini Stories.
Some sections of your proposal are ideal for storytelling. A few of our favorite places to add storytelling elements are the Cover Letter, Executive Summary, Team Overview, and a Why Us section. All of these have enough space to incorporate the 7 storytelling elements without detracting from the overall story.
Case Studies & Customer Examples.
Of course, every proposal will benefit from a few carefully curated case studies to highlight past projects. You can write these as stories or create a table showing the highlights for easy review (or both!). Incorporating testimonials, photos, and other pieces of content from past customers can help to showcase your work experience.
Next Steps for Storytelling in Proposals
Not sure where to get started? Our work-at-your-own-pace Leveraging Storytelling in Proposals training provides a clear, 7-part framework to use throughout your proposal along with several examples of storytelling in practice. Check out the enrollment page for more details!
