May 14, 2018

In B2B IT, Logic is King and governs a kingdom of facts, figures, reasoning and common sense. Its sorcerers are subject matter experts and technical mavens that worship at the altar of data and analysis. To bolster its authority, Logic employs evidence such as statistics, research, and expert testimony. 

However, Logic is fallible and prone to attack if your argument is per...

April 4, 2018

Results and business value are the keywords and phrases we use when selling in B2B IT. We expound on business value with phrases like ‘improve efficiencies,’ ‘cut operating costs,’ ‘empower employees’ and ‘delight customers.’ Yet emotions live beneath the surface of these catchphrases.

As a marketer and seller, you need to understand what emotions influence your prospective...

March 21, 2018

You can’t be truly persuasive – that is, influence someone to think or act differently – if you don’t back up your claims with proof. Evidence is the glue that helps your persuasive argument stick. Yet, in B2B IT, proposals are frequently littered with unsubstantiated claims, which is why many Unique Selling Propositions (USPs) become unstuck.​

This article is for sales lea...

March 21, 2018

You have customers that admire and respect you. They are your biggest fans. But the world doesn’t know it. That’s because you don’t tell a real, flesh and blood story. You slap something together that’s generic, filled with corporate platitudes.

Your prospective buyers are clued-in professionals who can sniff out phony customer success stories just by scanning headings, sub...

March 7, 2018

A well-written sales proposal on its own isn’t likely to win you the business but it can get you in the door.

However, a badly written proposal will leave you out in the cold. To help you craft a compelling, customer-focussed proposal that gives you every chance of winning the dance competition, follow my 7 Steps below:

STEP 1: Carefully and thoroughly read the Request For...

February 21, 2018

Do you struggle to structure your business story so it presents a cohesive and clear message? Do you spend a lot of time figuring out how to start or end the story? I’ve reviewed a lot of complex IT sales presentations, and sometimes it’s difficult to see what is the main theme or where the story is going?

What I’ll often see is a jumbled mess of disjointed ideas...

February 4, 2018

Even when potential clients ask you to talk about yourself, don't. Always focus on the client and "what's in it for them". 

In the direct response, consumer marketing world, there is the 90/10 rule. That is, 90% of what you write should focus on your customer’s challenges and 10% should talk about you. However, a lot of B2B marketers and sales folk would find talking about...

February 4, 2018

Whether you’re bidding for $20,000, $250,000 or $250M worth of work, the most important component of your sales proposal is the executive summary. 

This is because it is usually the only document decision makers will read. So it has to be brilliant. This article explores what pillars make up a compelling executive summary so it works as the closer of your competitive, well...

February 4, 2018

What the most legendary newspaper headline can teach us about writing more compelling headlines across sales proposals, executive summaries and lead generation emails.

In June 2015, the writer of the sensational headline, ‘Headless Body in Topless Bar’, Vincent A. Musetto, passed away. His headline once again took centre stage. 

The headline strongly hinted at a gruesome cri...

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Edith Crnkovich
Sassy Storyteller & Grammar Rebel

My mission is to help you communicate like a living, breathing human being and not a corporate clone. I want you to fall in love with grammar while knowing that telling an interesting story is more important than crafting the perfect sentence.

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