by Linda Julian

Vague claims of greatness, history, longevity, size, pre-eminence, full-service, and so on don't make much sales progress.

Prospective clients reading proposals, tenders, or hearing a sales pitch are (mostly) unpersuaded by vague claims like this. Specifics sell.

Readers (or listeners) want proof - not just assertions. Give them what they want and need to be persuaded and sold.

Introduce proof from the outset. The more proof you can offer, the better. And, the earlier you offer a range of evidence, the stronger your impact. You'll establish credibility early, and as your tender or pitch unfolds, you'll be more likely to be trusted.

Proof is strong evidence from multiple sources.

Persuasive evidence includes:

• statistics

• case studies

• anecdotes

• flowcharts, process maps, and diagrams

• graphs and trend lines

• whitepapers and articles

• client lists

• project or deal lists

• client references and testimonials

• expert independent reviews.

If you don't have persuasive evidence, then develop some.

A focus on proof will reduce possibilities of blandness -- assertions tend to be bland and undifferentiated. If you cite evidence, you'll avoid general "me too" claims of being "pre-eminent, full-service, cost-effective, client-focused" -- that is, just like most of the rest of those who propose.

To write or pitch persuasively, use specifics to sell.

* Linda Julian is at www.julianmidwinter.com.au