How to Write Winning Proposals. Using the science of persuasion to win more business. When The Economy Slows Down, Selling Becomes More Difficult. People pull back from completing “transactions” But they are eager to find solutions Selling solutions requires: broad business perspective
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Using the science of persuasion to win more business
People pull back from completing “transactions”
But they are eager to find solutions
Selling solutions requires:
matters to the customer
Because they are NOT…
What’s a proposal?
And why are they usually so bad?
A proposal is a sales document
ONE THAT WINS!
So they start looking for escape routes…
and it shows!
Cloning previous proposals
“Data Dumps” or “More is Better”
Talking about what we know and love best
Using best practices to create proposals that win more frequently
Build your proposals on persuasive structure
The modern assumption
Making decisions in the real world
How long does it take, on average, for a person to decide if a proposal is worth looking at in detail?
Trust = Rapport x Credibility
Of the three elements of trust, which one should you focus on first?
Create customer-centered proposals
Opening New Markets Through Remanufactured Parts
Vice President, Sales
Norm’s Distribution, Inc.
Ivan Smith, CEO
The Smith Group
May 2002Which One Would You Read First?
What is the most frequently used title for proposals in the English-speaking world?
Focus on the decision maker’s hot buttons
You must establish superior value based on technical, contractual, managerial, quality, or service differentiators.
Otherwise the customer will choose based on price or maintaining the status quo.
How frequently do current vendors win on re-bids?
Your value superiority must be greater when-
Four basic principles
Personalize the Message
“If you wish to persuade me,
think my thoughts,
feel my feelings,
and speak my words”
LayGet Out of the Comfort Zone…
Lay…And Into the Persuasion Zone
Audience Level- Expert
(Speak my words) - Highly informed
Audience Type - Analytical
(Think my thoughts) - Pragmatic
Audience Role- Check signer
(Feel my feelings) - User
Use the KISS principle:(Keep It Short and Simple)