value?
The Trust Equation
Trust = Rapport x Credibility Risk
Use Your Proposal To Maintain and Create Trust
Rapport
Credibility
Risk
1. Restate their needs
4. Project plan
3. All of the credibility builders
5. Professionalism
of your proposal
Structure Is the Key
Your goal:
❖ Present the right information ❖ Present it in the right order ❖ Create the right impression
positive business impact ❖ 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 made
如何撰写好的项目建议书(英文版)
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
2. Focus on their goals
3. Avoid jargon
4. Avoid cliches
5. Positive tone
1. References
1. Warranties
2. Case studies 2. All of the rapport
3. Team members techniques
❖ A recommendation for a specific solution
❖ Evidence you’re competent to deliver on-time and on budget
❖ A compelling reason to choose your recommendation over any others
What’s 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 document-Its purpose is to move the sale toward closure.
Typical Methods of Escaping...
The “Seven Deadly Sins” ❖ Fail to focus on the client’s business problems
❖ No persuasive structurecause they’re 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.
RFPs
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❖ Intense cost pressures
❖ Competition for mind-
❖ Mandate for provable
share of decision makers
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!
Unfortunately, most sales people
hate
And theprreospuoltssal writing
usually reflect that fact!
Besides…who wants a good salesperson in front of a monitor instead of a prospect!?
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
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