Sarah Hinchliffe considers the importance of evidence in making a compelling case in your proposals.
Purchase decisions are influenced by a combination of factors. Buyers will choose a product that does the required job for the right price. And because they like it. And because they trust it will meet their expectations. Those of you who read my earlier article on Aristotle will recognise the connection to his three pillars of persuasion - logos, pathos and ethos (logic, empathy and character).
In our sales proposals, we must logically explain how our products satisfy the buyer’s needs at an affordable price. And we must come across as likeable and trustworthy.
The role of evidence
Evidence (also known as proof points) plays a part in supporting all three pillars but is particularly vital to establishing trust; without it, our proposals can sound pompous and shallow. Superlative claims such as “we are the leading provider...”, “the best…” or “better than…” are unconvincing without supporting evidence.
The best evidence is:
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Sarah Hinchliffe is a Director of i4 Consultancy and Design Ltd, focusing on helping companies achieve sales and bid excellence.