文档介绍：Drafting Winning Proposals
Why Have Proposals e So Important?
Consultative selling methodologies
plexity of goods and services
Desire to sell high
Need to sell to teams mittees
Increasing use of consultants, especially for RFPs
Selling in Today’s Environment
Team decision process
Intense cost pressures
Mandate for provable positive business impact
petition for mind- share of decision makers
Fear of change
How Broad Is the Impact?
The more pervasively a solution touches the enterprise...
the higher up anizational ladder the decision will be made
the longer the decision cycle will be
the greater the perception of risk
the deeper the analysis of impact and value
and the better the proposal has to be!
What’s a Proposal?
NOT a price quote
NOT a technical spec
NOT a bill of materials
NOT pany overview or history
The proposal is a sales document--
Its purpose is to move the sale toward closure.
The Cicero Principle
“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”
--Cicero
What’s a Good One?
Clear understanding of the client’s problems, needs, issues
A mendation for a specific solution
Evidence you’petent to deliver on-time and on budget
pelling reason to choose your mendation over any others
One that wins!
Why Are These Factors Critical?
Because evaluators looks at proposals in terms of:
Responsiveness: Am I getting what I need?
Competence: Can they really do it?
Cost factors: Does the pricing represent good value?
The Trust Equation
Use Your Proposal To Maintain and Create Trust
Rapport
Risk
Credibility
1. Restate their needs
2. Focus on their goals
3. Avoid jargon
4. Avoid cliches
5. Positive tone
1. References
2. Case studies
3. Team members
4. Project plan
5. Professionalism of your proposal
1. Warranties
2. All of the rapport techniques
3. All of the credibility builders