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Consumer Psychology and RFPs—with Sean Stewart - 104
Manage episode 407486237 series 3561036
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We’d like to believe that we make purchasing decisions based on logic. But consumer psychology research affirms that, in truth, we buy based on emotion. And we’re unconsciously influenced by visual cues and sensory language.
So, how might we apply the principles of consumer psychology and behavioral economics to the proposal development process?
Marketing Strategy Consultant Sean Stewart has 20 years of service marketing experience, serving as a proposal writer, proposal manager and marketing director for firms large and small. He has a Master of Science degree in Applied Psychology from the University of Southern California with an emphasis in consumer psychology.
On this episode of The RFP Success Show, Sean joins me to discuss the fundamentals of consumer psychology and explain how to convey a brand identity of competence and warmth in your proposal.
Sean describes how visuals unconsciously influence our choices, offering advice on using haptic cues, callout boxes and sensory language to persuade evaluators in an RFP response.
Listen in for Sean’s insight on using the ‘laddering interview’ to build relationships with potential clients and learn how to apply the principles of consumer psychology to win more business with RFPs!
Key TakeawaysHow Sean defines consumer psychology as the study of how people make purchasing decisions
What differentiates account-based marketing from marketing consumer goods
Sean’s insight on how to convey both warmth and competence in a proposal response
How callout boxes function as preattentive attributes and why that’s important
Why we’re more motivated by a loss than a gain (and how to use that principle in an RFP response)
The concept of a haptic cue and how it applies to visual images in a proposal
How sensory language helps us be more persuasive in an RFP response
How to use the ‘laddering interview’ to develop win themes and identify language that resonates with decision makers
Sean’s take on the value of making digital RFP submissions more interactive
How we might use neuromarketing to understand the biology of making purchasing decisions
Connect with SeanEmail seanstewart1979@gmail.com
Connect with LisaThe RFP Success Company on YouTube
The RFP Success Company on LinkedIn
Email podcast@rfpsuccess.com
ResourcesThe Human Brand: How We Relate to People, Products and Companies by Chris Malone and Susan T. Fiske
Book a Call with the RFP Success Company
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