September 30, 2009
the season of RFPs, all those tedious request forms to be filled
out by sellers. All those tedious piles of information to be
read by buyers. How can you make yours stand out?
Put a “SalesTiger”
in Your Titles
Suppose you are media investment bankers and the following is
your copy for the “Experience” section of an RFP:
partners, managing directors and senior advisors share over
three hundred years of experience in the digital and
traditional media world — as investment bankers and also as
CEOs, company owners, online entrepreneurs and executives,
magazine and book publishers, trade show owners, medical
journal publishers and financial, advertising and marketing
could just leave the header of this section “Experience,” OR,
you could head it Experience: Unparalleled Bench Strength—No
2. Now, suppose you are a software company and the following is
your copy for a description of the “Products & Services” section
of an RFP:
Company, founded in 1996, is a provider of software tools
that allow for the deployment of mobile data collection and
workflow systems with an eye to backend database
integration. We develop tools that provide flexibility of
platform and support for sophisticated reporting and
developed a suite of flexible, yet powerful data collection
and workflow software called xxxxxxxxx® for PC, web, mobile
and wireless platforms. xxxxxx® products provide the ability
to securely and efficiently collect data and communicate
data among multiple users to multiple platforms.”
could simply title this section “Products & Services” OR, you
could title it “The Cornerstone of Your Company’s Business
In both cases, obviously, the second titles have more punch and
meaning to the buyer.
Rev Up Those RFPs
Nothing, except your imagination, stops you from adding
attention grabbing, metaphorically expressed benefits to the
title of the various sections required in an RFP. To arrive at a
title that will stand out, ask yourself,
1. What is the benefit of this information in this section of
the RFP to my reader?
2. Then, what metaphor can I use to express this information in
vivid terms to transform the mundane into the memorable?
Someone will get a call back on those RFPs. Why not make it more
compelling for buyers to call you?
See you next month. Remember to Make What You Say, Pay—with
Anne Miller, "Metaphorian"
I attended an Executive Women’s Breakfast this morning at
Citibank and met two women who spoke “metaphoria.” One, an
Executive Coach memorably described herself as someone who helps
executives “dance through” the challenges of managing a company.
In a world of hundreds of Executive Coaches, her description
stood out and immediately made me want to know more.
The other is involved in something called Gyrotonics, a form of
body movement that strengthens body fitness and relieves pain
caused by compression. Unfamiliar with the discipline, I asked
how it was different from the better known Pilates. She replied,
“Gyrotonics involves more circular motion. Pilates is more
linear motion.” Seeing I was still perplexed, she said, “It’s
the difference in movement between swimming and running.” Got
One Side of The
I am NOT advocating for either side of the current healthcare
debate. Indeed, I find it confusing. However, from a
communication point of view, this video with its definite
viewpoint uses metaphor and visualization in an interesting way
to make its case.
A SALES OR
Give your group a program
they will thank you for!
Call today to
guarantee your preferred dates and let’s plan a lively, high
pay-off speech or workshop for your organization.
Call 212 876 1875