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1、Drafting Winning Proposals,Why Have Proposals Become So Important?,Consultative selling methodologies Increasing complexity of goods and services Desire to sell high Need to sell to teams or committees Increasing use of consultants, especially for RFPs,Selling in Todays Environment,Team decision pro
2、cess Intense cost pressures Mandate for provable positive business impact,Stronger competitors Competition 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 the organizational ladder the decision will be m
3、ade 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!,Whats a Proposal?,NOT a price quote NOT a technical spec NOT a bill of materials NOT a company overview or history The proposal is a sales d
4、ocument- 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,Whats a Good One?,Clear understanding of the clients problems, needs, issues A recommendation for a specific solution
5、Evidence youre competent to deliver on-time and on budget A compelling reason to choose your recommendation 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? C
6、ost 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 pla
7、n 5. Professionalism of your proposal,1. Warranties 2. All of the rapport techniques 3. All of the credibility builders,Structure Is the Key,Your goal: Present the right information Present it in the right order Create the right impression,Unfortunately, most sales people hate proposal writing,And t
8、he results usually reflect that fact!,Besideswho wants a good salesperson in front of a monitor instead of a prospect!?,Typical Methods of Escaping.,Data Dumps,Company History,Cloning,The “Seven Deadly Sins”,Fail to focus on the clients business problems No persuasive structure Difficult to read bec
9、ause theyre full of jargon Too long, overly detailed, too technical, disorganized Inconsistent in appearance, content, or pricing Inaccurate or incomplete Credibility killers-misspellings, grammar mistakes, etc.,The Proposal Must Be Client-Centered,Focuses on customers needs, goals Recommends soluti
10、ons to business problems Analyzes payback, ROI, impact on business Integrates value-added offerings into strategy,Focuses on product, technology, company history, etc. Describes products, features Line-item pricing No controlling strategy,Client-Centered Product-Centered,Key Content Areas of Winning Proposals,Strong Business Case: Cover letter Title page Executive summary ROI Solutions and Substantiation: Solution in detail Pricing Value-added components Team members Special Data and Appendices,Next steps References Success stories Uniqueness factors,Persuasive Structure: Four Steps,
