Richard Woodward

Strategic Planning Facilitator, Business Development & Sponsorship Training

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Using evidence to attract prospects

One tactic to help convince a prospect in a proposal or presentation of the merits of your solution is to provide evidence of how you have helped organisations that faced similar challenges.

Evidence is important because…

It builds the prospect’s trust in you, which is important as people buy trust first and products and services second

It gives the prospect the required confidence to make the decision to move ahead with you

It differentiates you from the organisations that make unsubstantiated claims about themselves; take a look at any industry and notice how many organisations describe themselves as “industry leaders”

Types of evidence to use in your proposals or presentations

Use testimonials that describe not only the experience of working with you but more importantly the results that were obtained as a result of working with you and quantify the results where possible. The key with testimonials is not to wait for them to come to you, as you could be waiting a long time, but to ASK FOR THEM

Use case studies that talk in detail about the challenges and needs a particular client or sponsor had, outline the solution that you provided and the results that were obtained.

How to use evidence

The evidence must be relevant to the specific problems that your prospect faces. To use an analogy it’s no use providing a bald man a testimonial about the merits of hair dye!

In your proposal or presentation address each of your prospect’s challenges and needs in turn; outline your solution for each and then provide the relevant evidence to back up each solution

Evidence can also be used at the start of a presentation to whet a prospect’s appetite e.g.

“This is the outcome that company x obtained, I am now going to show you how your organisation can achieve a similar outcome”

Alternatively, use evidence at the end of the presentation to really ram home what the prospect will be getting or missing out on.

So start collecting your evidence today and help yourself to attract your prospects.

Categories: Propositions, Proposals and Presentations, Sales techniques

RICHARD BLOGS REGULARLY ON:

  • Business development
  • Client retention
  • Propositions, Proposals and Presentations
  • Questioning and listening skills
  • Sales techniques
  • Sponsorship and corporate partnerships
  • Strategic Planning Facilitation

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About Me

Richard is a business development strategist, trainer, speaker and author who has worked with leading organisations since 2004 to help them attract and retain new business.

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Richard Woodward & Associates Pty Ltd PO Box 908 Bondi Junction 1355 Sydney, Australia

Phone: + 61 2 8964 4350
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Email: richard@richardwoodward.com.au

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