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Session Description

Tell Me a Story

The first time I read a competitor's proposal, I experienced deja vu. My first thought was, "This cannot be. They must have taken one of our responses and plagiarized. This sounds "just like us." Upon further reading and reflection, I realized that the problem wasn't that they copied us. It was that we were both tech companies, responding to the same questions from the same customer in, unfortunately, the same generic way. While it is a magnificent timesaver, most boilerplate fails to capture the essence of the company-what makes it different and better than all the others. Lucky for us, there is a simple way to make our responses more memorable. Rudyard Kipling said, "If history were taught in the form of stories, it would never be forgotten." This class will teach attendees how to transform their proposals from standard to arresting through the art of storytelling.

Presenter Bios

Brandi Steckel
Manager, Capture and Business Development
CDW

Brandi Steckel is the business development and capture team manager for CDW. Prior to standing up CDW's first state & local capture management team, she managed the federal, education, and healthcare proposal teams, as well as CDW's state and local contract portfolio. She loves writing, bringing order to chaotic processes, and winning. Is it any wonder she is a career proposals professional? Brandi holds a Masters in English and is a Six Sigma green belt.

Larissa Newman
Capture Manager
CDW

Larissa Newman is a capture manager for CDW, leading capture efforts across multiple public segments. As a capture manager, she shares contract structure benefits with our customers, helps to keep CDW aligned with industry contract requirement trends, and provides strategic guidance for the company's most critical proposal responses. She's taken the lead in standardizing her department's numerous training programs and collaborates with proposal team managers in selecting and developing writers.

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