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FEDERAL | Intermediate/Advanced

Thursday, May 28, 2015 | 2:20 PM - 3:20 PM
Grand Ballroom D


Does Your Proposal Mirror Your Customer's Language? Practical Strategies to Measure Language Compliance

Fergal McGovern
CEO, VisibleThread


Most sales professionals are familiar with the psychology of mirroring. During a conversation, you make a gesture and the person you're talking with makes a similar gesture. Or you start using the same idioms as the person you're chatting with. Psychologists call this 'mirroring'. It suggests agreement and alignment. We analyze a lot of proposal content and we see frequent examples where proposals do not mirror the customer's language. Examples include; over-use of your company name or inconsistent technical terminology in your proposal. Lack of alignment & poor proposal clarity damages probability of win. The government or commercial reviewer makes conscious and unconscious value judgments based on your proposal language. So if the reviewer perceives your proposal as predominantly stock boilerplate with no attempt to mirror your customer's language, it impacts negatively. In this session, we'll share analysis techniques that will improve compliance and alignment.



Fergal McGovern has worked in language analysis for over two decades. He founded VisibleThread in 2008, based on a belief that there had to be a better way to identify risky and non-compliant document content. Before founding VisibleThread, Fergal was Product Management Director with Compuware (NASDAQ: CPWR), where he set strategic direction for the company's Business Requirements Management suite. He works today with many VisibleThread customers including 9 of the top 15 US Federal contractors.

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Fergal McGovern
Fergal McGovern



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