Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Drafting Winning Proposals,WhyHaveProposalsBecomeSoImportant?,Consultativesellingmethodologies,Increasingcomplexityofgoodsandservices,Desiretosellhigh,Needtoselltoteamsorcommittees,Increasinguseofconsultants,especiallyforRFPs,SellinginToday,sEnvironment,Teamdecisionprocess,Intensecostpressures,Mandateforprovablepositivebusinessimpact,Strongercompetitors,Competitionformind-shareofdecisionmakers,Fearofchange,HowBroadIstheImpact?,Themorepervasivelyasolutiontouchestheenterprise.,thehigheruptheorganizationalladderthedecisionwillbemade,thelongerthedecisioncyclewillbe,thegreatertheperceptionofrisk,thedeepertheanalysisofimpactandvalue,andthebettertheproposalhastobe!,What,saProposal?,NOT,apricequote,NOT,atechnicalspec,NOT,a bill ofmaterials,NOT,a companyoverview or history,The proposal isasalesdocument-,Its purpose isto move the sale toward closure.,The CiceroPrinciple,“,If you wish topersuade me,you must think mythoughts,feelmy feelings,and speak my words.”,-Cicero,Whats a,Good,One?,Clearunderstanding,of the clientsproblems,needs,issues,A recommendation,for aspecificsolution,Evidence yourecompetent,to deliveron-time and onbudget,A compelling reason,to chooseyourrecommendationoverany others,One that wins!,Why Are These Factors Critical?,Because evaluators looksat proposals interms of:,Responsiveness:,Am Igetting what Ineed?,Competence:,Can they reallydo it?,Costfactors:,Doesthe pricing represent good value?,The TrustEquation,Use Your Proposal ToMaintainand CreateTrust,Rapport,Risk,Credibility,1.,Restate their needs,2.Focuson their goals,3.Avoidjargon,4.Avoidcliches,5.Positive tone,1.,References,2.Case studies,3.Team members,4.Project plan,5.Professionalismof your proposal,1.,Warranties,2.All oftherapport techniques,3.All ofthecredibility builders,StructureIs the Key,Your goal:,Presentthe right information,Presentit inthe right order,Createthe right impression,Unfortunately,most sales people,hate,proposal writing,And theresults usually reflect that fact!,Besides,who wants agoodsalesperson infrontof a monitor insteadof a prospect!?,TypicalMethods of Escaping.,Data Dumps,CompanyHistory,Cloning,The“Seven Deadly Sins”,Fail tofocuson theclients business problems,No persuasivestructure,Difficult to read because theyre full ofjargon,Too long,overly detailed,too technical,disorganized,Inconsistent in appearance,content,or pricing,Inaccurate orincomplete,Credibility killers-misspellings,grammarmistakes,etc.,The Proposal Must BeClient-Centered,Focuseson customersneeds,goals,Recommends solutionsto business problems,Analyzes payback,ROI,impact on business,Integrates value-added offerings into strategy,Focuseson product,technology,company history,etc.,Describes products,features,Line-item pricing,No controllingstrategy,Client-CenteredProduct-Ce,ntered,Key Content Areas ofWinningProposals,StrongBusiness Case:,Cover letter,Title page,Executive summary,ROI,Solutions andSubstantiation:,Solution in detail,Pricing,Value-added components,Team members,SpecialData and Appendices,Next steps,References,Successstories,Uniqueness factors,Persuasive Structure:,Four Steps,