Letting the Value-Story guide the proposal.
Company: Avchem, Inc.
Industry: Supply chain & material management.
Situation: Responding to an RFP for a $5 M to $500 M opportunity.
Success measure: Win the contract.
BentonsEdge lead a storyboarding process to set the overall themes of the proposal. By interviewing our client’s employees and business partners, we gained their full perception of the express and implied customer needs.
From the storyboard, BentonsEdge developed a visual framework that communicated the overall value throughout the proposal. BentonsEdge developed icons representing each element of Avchem’s approach. The icons were used throughout the proposal, tying together information even when the customer physically separated the sections. The storyboard and icons provided visual cues for specific information that managers from procurement, accounting, HR and other business functions were seeking.
How will you sell ‘total cost of ownership’ when procurement cost is all that your customer thinks about?
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