CSMPS: The Institutional Buyer – Cracking their cognitive code and winning...
Do RFP’s frustrate? Are you the best proponent but your proposal misses the cut?
Are you told that you didn't answer the question when you thought you had?
In the evaluation process, ever wonder what buyers/ procurement professionals are thinking —
how their brains work? What are they really looking for?
Join us for this seminar and discover what - beyond price and technical expertise - influences the institutional buyer’s decision-making at every stage of the evaluation process and how that could make the difference between winning and losing the big project.
Learn how you can use practical, behavioral science insights to give your firm the leg-up it deserves, your proposals the secret edge to make the cut to the interview stage and your project leads the know-how to help wow evaluators in the final interview. The seminar will include real-life AEC RFP proposal samples illustrating the do’s and don’ts of proposal development that are easily put into practice.
After this session, you’ll better understand human judgement and the subconscious factors associated with procurement decision-making.
You will learn:
- How to better understand the procurement professional’s evaluation, judgement, cost/benefit analyses, buying considerations and natural proclivities
- How social cognitive neuroscience influences the four stages of the institutional procurement process and what your BD team needs to know in order to best position your firm at each stage
- What your principals, BD and marketing staff should be taking into consideration about the cognitive processes of these professionals during the entire provision process: discover the insights from brain science that you need to know to get the competitive edge
And, even more:
- What fonts, spacing, and organization are the easiest to read and most appealing to the evaluator’s eyes/subconscious mind
- How to sequence information to be more persuasive, compelling, easier for evaluators’ brains to understand
- In the pitch meeting, what evaluators’ brains are really listening for and assessing
Brynn Winegard is an award-winning professor, speaker and writer with real-world business experience. Not only is she a recognized business-brain science expert – often quoted by The Globe and Mail, BNN and CBC – the real proof is that procurement professionals hire her to help them better understand the role of their subconscious in their proponent selection processes.
Her consulting business clients include: Deloitte, OASBO Procurement Group, The Institute of Electrical and Electronics Engineers (IEEE), CIBC, BMO, ScotiaBank, Kruger Paper Products, Coca-Cola, , MROO, OASBO, OMERS, USAA, Brystol Myers Squibb, Novartis, Toyota, Canadian Blood Services, among more than 50 notable others.
More about Brynn Winegard…
Brynn combines real-world experience with frontier research to deliver impactful programming that helps audiences elevate their daily business.
She began her business career in corporate marketing with several Fortune 500 companies before embarking on a quest to understand how neuroscience combined with business management can help drive better business results.
Brynn completed her formal education at the Schulich School of Business (MBA, PhD) in business and McMaster University in Neuroscience and Psychology. Brynn has dedicated herself to speaking about ‘Building a Better Business Brain’ to groups, organizations and companies, stemming from her research, which combines neuroscience and management phenomena (‘neuromanagement’).
Dr. Winegard retains positions as Faculty at Schulich School of Business’s Executive Education Centre, an Adjunct Professor at Ryerson University, and Executive Faculty in Guelph University’s College of Business and Economics.