The purpose of responding to an RFP (Request for Proposal) is to convince potential customers or clients of one’s solution or service. What makes an RFP response convincing to a potential client is often more than just facts and figures, but also how they are presented. This is where ‘storytelling’ comes into play. Storytelling describes the ability to convey information and content in the form of a compelling story. To increase the chances of success of an offer, the reader should be convinced with rational arguments on the one hand and be emotionally touched at the same time. In this article, we will take a closer look and explain how storytelling increases RFP win rates at your company.
Tense or bored
But why is storytelling so effective? The answer to this is emotion. Is the reader of your RFP responses eager for the next answer, or just scrolling through the document bored? Is he already waiting for the coffee break? People make decisions not only based on rational facts but also on their feelings. By telling an exciting and coherent story, and evoking emotions, you also encourage potential customers to choose your offer.
More than a feeling: the power of emotions
The power of storytelling has been scientifically proven; researchers at Stanford University in the USA have found that we remember stories significantly better than statistics. Triggered emotions can make the difference between a successful and an unsuccessful offer. Make sure your story resonates and appeals to your target audience.
Often, RFP responses come down to building a relationship of trust with your potential customers. This is where the inclusion of authentic stories comes in handy. Below are some tips on how to get started with credible storytelling.
- Create context: Start with an introduction, to the context of the RFP and the problem that is to be solved. Explain why this problem is important and what its implications are. Here you demonstrate that the problem has reached you and your company knows what to do. Also, take the opportunity here to mention the history and activities of your company and its special skills.
- Step by step: Structure your story around the process. Present your offer as a solution that takes the customer from a difficult state (the initial situation) to a successful outcome (the goal). In a normal story, this would be the journey of the protagonist. Identify the obstacles along the way and show how your offer can overcome them.
- Customer-centred approach: Make sure you understand the customer’s goals, challenges and desires and incorporate these into your story. Show how your offering solves specific problems and creates value for the customer.
- Benefits and advantages: Emphasise the benefits and advantages of your offering to the customer rather than just listing features and functions. Link these to specific examples or exciting success stories of your company. Which examples your company gives should be coordinated internally and regulated centrally with a knowledge database, more on this below.
- The tone matters: Even if you must give a rejection on certain aspects, this should be done in a contrarian tone. Instead of a curt “No”, you could try “We do not currently offer the following service. However, a launch is on our 6–12-month product roadmap.”
- Visualisation: At first glance, a document with illustrations often looks more attractive than pure continuous text. Visuals can help get your message across more effectively. Use visual elements such as diagrams, infographics or images to support your story and make complex information easier to understand.
- Consistency and clarity: Make sure your story is consistent and clear. Avoid jargon and complex terminology where it is not necessary. Keep your writing style precise and understandable.
- Emotional appeal: Use emotion to connect with the reader. Show how your offer will positively affect the customer and alleviate their worries or problems. Emotional stories often have a greater impact than purely rational arguments.
Facts are important
Remember that storytelling does not mean neglecting facts or data. You should support your story with convincing arguments and references. The combination of a well-told story and a strong argument can help set your bid apart and increase your chances of winning the bid.
Better storytelling with the knowledge database
The first step is to decide which examples or stories to use in future responses. The next step is to ensure that your team can access this content quickly and easily. A high-quality RFP response tells your story with precise, engaging details that make it clear how you stand out from the competition. At the same time, your content needs to be well-organised if you are to communicate this story effectively.
The RFP knowledge base stores RFP content that your team can quickly access when needed to tell a successful story. Here are some tips for building a successful knowledge base:
- Keep compelling RFP content: When building your RFP library, choose content that both informs and engages your readers. Strive for detailed, colourful responses that clearly highlight the benefits of your product or service and show the human side of your business. Teach your team members how to write compelling stories for them to contribute more RFP responses to your library.
- Order is half the battle: Once you have your library of responses together, you need to organise them. The best way to do this is to categorise your RFP content with tags and collections to make it easy for your team members to find. Make sure your tagging system has clear guidelines for your team members and conduct regular training to ensure that all staff are on board with your tagging strategy.
- Always up to date: Keeping your content up to date is essential to maintaining a library of tender responses. Schedule regular audits to check the quality of your content and update it as needed.
When responding to RFPs, remember that they are a great opportunity to tell your brand’s story and persuade potential customers. Effective storytelling in your RFP responses can show potential customers that you truly understand their needs and lay the foundation for a long-term relationship with them.
Feel free to request a demo if you would like to learn how you can create your own RFP knowledge base with Beyond.RFP.
