The Institutional Buyer – Cracking their cognitive code and winning the big projects

Co-Presentation with:

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.

Date: February 16, 2017
Location: Four Seasons Hotel
  791 W Georgia St,
 Vancouver, BC V6C 2T4
Time: 8:00 am - 11:00 am

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.


Register Now!

Registration Policy

You must pre-register by the Monday prior to the event. Please email info@csmps.com to register if you chose to make payment via cheque and include a copy of your registration email with your cheque.

Please make cheques payable to:
Canadian Society for Marketing Professional Services
PO Box 17507
The Ritz PO
Vancouver BC V6E 0B2

Cancellation Policy

Due to the financial commitments CSMPS must incur to provide our members with quality programming, cancellations are accepted until 3 business days prior to the event. No-shows and cancellations after this deadline will not be refunded. Thank you for your understanding and respect for this policy.

Save the date so you don’t miss out!

Our full slate of events has been posted on the Events tab, don’t miss out on outstanding training and networking events this year.

Welcome New Members

20 JUNE 2014

Corporate Member, GEC Architecture

Welcome New Members

05 JUNE 2014

Bahar Saadat, Davidson & Company LLP

2014-2015 CSMPS Board of Directors

June 2014

See the updated list of board of directors

Welcome New Members

16 OCTOBER 2014

Canem Systems Ltd.

Welcome New Members

16 OCTOBER 2014

Lori Forrest, ISL Engineering

Welcome New Members

16 OCTOBER 2014

Kirstie Paterson, Independent

Latest News

prev next

Michael Oldewening Allnorth

Thanks for making my trip out of the office a great use of my time. [Infographics for Proposals]

Barbara Good Kasian Architecture

Your presentation on Infographics at today’s CSMPS event was fabulous...it was very informative, reinforcing the value of visuals. [Infographics for Proposals]

Kathleen Dixon Iredale

Great presentation this morning. In architecture we are not allowed to draw or provide “free” architectural sketches in our RFP submissions, but you made me re-think how we can deliver information to our readers using pictograms.

Yvonne Harfiel WSP Group

CSMPS has helped me tremendously! Without CSMPS, I would not be where I am today. It is an amazing network.

James Y. P. Lee Stantec

Thank you for arranging this seminar. It was extremely practical, valuable and informative.

Karen Lawrence MMM Group Limited

I thought the panel event was awesome. I attended the previous one as well and they are, in my eyes, the best type of event that CSMPS offers.

Graeme Silvera Ivanhoe Cambridge

This is the first panel I’ve ever sat on where I've actually learned something new. It was a great experience. [Panelist, CSMPS Developer RFP Evaluators Panel Event: Oct 22, 2014]

Carlee Groves Read Jones Christoffersen Ltd.

I thought the event was fantastic. I can’t believe the value and information I was able to extract from it. Can’t wait for the next one!

Rahki Jethi AMEC Environment & Infrastructure

It’s always good to hear what people who read proposals are actually thinking! I went to the last event with RFP evaluators (it was a school district, health authority, and Translink) and found that very helpful as well.

Ben Garfinkel Industrial Brand

It's one of the few organizations that really spends time getting into activities that are of interest to marketers in the AEC and professional marketing services world.

Tamineh Saadat Buckland & Taylor

Every time I leave an event I get ideas of how I can do my job better. I get more passionate and inspired by what other people are doing in the industry.

Stephanie Zuke HCMA

CSMPS plays an important role for professional service marketers to grow and learn. Their relevant, fresh topics draw staff from across AEC firms.

Chris Chernoff F4 Creative

CSMPS brings together real people talking about real issues; it’s a breath of fresh air.

Yvonne Hartfield Genivar

CSMPS has helped me tremendously! Without CSMPS, I would not be where I am today. It is an amazing network.

Ralph Kison Kison Associates

Belonging to CSMPS is a must if you want to connect with, and market to, the professional services community in Vancouver.


prev next