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Writing Winning Business Proposals: Your Guide to Landing the Client, Making the Sale, Persuading the Boss - Hardcover
Synopsis
Are your business proposals good, but perhaps not good enough? One leading management consulting firm recently lost a major project by 5 points out of 1000, one-half of one percent! With the gap between victor and also-ran so narrow, and the stakes so high, your proposal must give you every advantage. Here is the guide that will give you the edge, especially in tough times.
The secret is the authors' rigorously systematic yet easy-to-learn method for creating proposals. This method has been proven to win business, especially in "complex sales" involving multiple buyers - each bringing different buying criteria to the final decision.
Part One of this book shows you how to probe and present the "logics" of a proposal: the logical relationship between the potential client's current situation and desired result. You will learn to ferret out key information (often unwritten and unstated) in order to address the discrepancy between where the organization is and where it wants to be.
However, because most people buy for psychological as well as logical reasons, Writing Winning Business Proposals also focuses on proposal "psychologics." Part Two shows you how to assess all members of the evaluation committee, determine their individual "hot buttons," and craft a proposal strategy that has collective appeal. You'll discover new ways to crystallize and develop key proposal messages and themes - and thus convince decision makers that you have heard and understood the issues from their respective points of view.
Part Three offers specific strategies for weaving these elements into a web of persuasion. "Just as Beethoven repeated musical themes throughout his symphonies," the authors write, "you want to 'play' your themes throughout your proposal." Because presentation is also crucial, there are effective techniques to help you make your writing, visuals, and page design more powerful and persuasive.
To help you experience and practice the book's concepts step by step, most chapters end with a Work Session, based on an actual case study, making the book a self-contained workshop. And whenever you need guidance in a hurry, you can simply consult the handy Chapter Reviews for an instant overview.
Your goal is to prepare logical and persuasive proposals. Writing Winning Business Proposals will help you achieve that goal.
"synopsis" may belong to another edition of this title.
From the Back Cover
The faster, easier way to write persuasive, successful proposals every time
A great proposal will clinch the deal; a poor one will kill it--which would you rather write? Writing Winning Business Proposals, Second Edition, gives you the skills, tactics, and strategies you need to write outstanding proposals that will win new clients, make big sales, or convince your boss that your idea will revolutionize the company. You'll get a client's-eye view of what makes a great proposal and master the steps of a battle-tested and proven proposal development process.
This fully updated new edition features dozens of new examples and scenarios. You'll also find insightful new chapters on determining your fees and collaborating to improve your chances of winning as well as tips for creating a persuasive "voice" in your proposal. Writing Winning Business Proposals, Second Edition provides all the tools and expertise you need to:
- Understand the baseline logic to determine your buyer's desired results
- Construct a logical methodology for achieving those results
- Reconcile different perspectives across multiple buyers
- Crystallize and develop key messages and themes
- Weave messages and themes throughout your proposal
About the Author
Richard C. Freed is a trainer with A. T. Kearney Professional Development. Shervin Freed is a former partner at A. T. Kearney and continues to consult.
Joe Romano is a Kearney management consultant and a partner in charge of worldwide training and development.
"About this title" may belong to another edition of this title.