5 step one page memo format, developed originally by Procter & Gamble. Explained by Bastiaan van de Werk (Roos & van de Werk.

1.
Procter
&
Game
One
Page
Memo
Format
/
Five
Step
Persuasive
Selling
(Bastiaan
van
de
Werk,
bastiaan@roos-­‐vandewerk.nl)
This
format
works
from
any
situation
requiring
you
to
convince
someone
of
your
proposal.
I
use
it
myself
for
memo's,
emails,
presentations
and
yes
for
business
proposals
too.
When
you
need
someone
to
do
something
your
way,
first
put
yourself
in
their
shoes,
present
the
facts,
reinforce
the
benefits,
and
be
clear
about
what
you
are
asking
for.
1.
Summarize
the
Situation
Bring
your
listener
up
to
speed
on
the
scenario.
Lead
them:
make
them
arrive
at
your
conclusion
even
before
you
share
it
with
them.
Your
situation
summary
could
include
facts
about
the
environment
surrounding
the
situation;
information
about
new
issues,
opportunities,
trends,
recent
research
or
whatever
else
prompted
you.
A
few
bullet
points
should
do.
2.
Introduce
your
Idea
Introduce
your
solution,
proposal
or
recommendation
in
clear
and
simple
terms.
This
is
not
the
time
for
lots
of
nice
words;
just
headline
your
idea
clearly
so
your
listener
understands
what
you
are
proposing.
One
sentence
should
generally
be
enough.
3.
Explain
How
It
Works
Share
and
explain
the
details
of
your
proposal.
This
might
include
product
information,
pricing,
sales
program
details,
timing
considerations,
or
any
other
specifics
that
will
help
your
listener
understand
your
complete
proposal.
This
is
an
opportunity
to
highlight
the
impressive
points
in
your
proposal
and
to
pre-­‐empt
any
questions,
objections,
or
concerns
you
foresee.
When
you’re
explaining
your
proposition,
start
from
the
perspective
of
their
needs
and
wants
and
think
about
how
you
can
fulfil
them
and
how
you
can
assuage
any
concerns.
One
of
the
keys
to
selling
is
to
put
yourself
in
your
listener’s
shoes
and
evaluate
your
proposition
from
their
point
of
view.
4.
Reinforce
Key
Benefits
Circle
back
and
reinforce
the
reasons
that
this
idea
is
good
for
your
listener.
Maybe
you
should
consider
the
alternatives
state
and
why
yours
is
the
best
option.
There
are
usually
only
three
good
reasons
to
do
anything:
it’s
a
lot
easier
to
remember
three
strong
points
than
seven
or
eight
average
ones.
If
you
end
up
with
more
than
three
reasons,
evaluate
your
list
and
cut
the
less
persuasive
reasons
out
or
group
them
into
three
main
categories.
Presenting
any
more
will
only
confuse
your
listener
and
usually
means
you
are
including
weaker
reasons
that
will
give
your
listener
room
to
argue
with
you
and
your
proposal.
5.
Suggest
an
Easy
Next
Step
Don’t
leave
the
encounter
“hanging.”
Be
specific
about
what
you
want,
and
ask
for
their
decision
or
ask
them
clearly
and
explicitly
to
do
what
you
need
them
to
do
in
order
for
you
to
move
forward.
+31
-­‐
010
218
0838
|
Roos
&
van
de
Werk
|
Straatweg
138c
|
3051
BN
Rotterdam
|
www.roos-­‐vandewerk.nl