如何撰写好的项目建议书(1)

DraftingWinningProposalsWhyHaveProposalsBecomeSoImportant?ConsultativesellingmethodologiesIncreasingcomplexityofgoodsandservicesDesiretosellhighNeedtoselltoteamsorcommitteesIncreasinguseofconsultants,especiallyforRFPsSellinginToday’sEnvironmentTeamdecisionprocessIntensecostpressuresMandateforprovablepositivebusinessimpactStrongercompetitorsCompetitionformind-shareofdecisionmakersFearofchangeHowBroadIstheImpact?Themorepervasivelyasolutiontouchestheenterprise...thehigheruptheorganizationalladderthedecisionwillbemadethelongerthedecisioncyclewillbethegreatertheperceptionofriskthedeepertheanalysisofimpactandvalueandthebettertheproposalhastobe!What’saProposal?NOTapricequoteNOTatechnicalspecNOTabillofmaterialsNOTacompanyovervieworhistoryTheproposalisasalesdocument--Itspurposeistomovethesaletowardclosure.TheCiceroPrinciple“Ifyouwishtopersuademe,youmustthinkmythoughts,feelmyfeelings,andspeakmywords.”--CiceroWhat’saGoodOne?Clearunderstandingoftheclient’sproblems,needs,issuesArecommendationforaspecificsolutionEvidenceyou’recompetenttodeliveron-timeandonbudgetAcompellingreasontochooseyourrecommendationoveranyothersWhyAreTheseFactorsCritical?Becauseevaluatorslooksatproposalsintermsof:Responsiveness:AmIgettingwhatIneed?Competence:Cantheyreallydoit?Costfactors:Doesthepricingrepresentgoodvalue?TheTrustEquationTrust=RapportxCredibilityRiskUseYourProposalToMaintainandCreateTrustRapportRiskCredibility1.Restatetheirneeds2.Focusontheirgoals3.Avoidjargon4.Avoidcliches5.Positivetone1.References2.Casestudies3.Teammembers4.Projectplan5.Professionalismofyourproposal1.Warranties2.Alloftherapporttechniques3.AllofthecredibilitybuildersStructureIstheKeyYourgoal:PresenttherightinformationPresentitintherightorderCreatetherightimpressionUnfortunately,mostsalespeoplehateproposalwritingAndtheresultsusuallyreflectthatfact!Besides…whowantsagoodsalespersoninfrontofamonitorinsteadofaprospect!?TypicalMethodsofEscaping...The“SevenDeadlySins”Failtofocusontheclient’sbusinessproblemsNopersuasivestructureDifficulttoreadbecausethey’refullofjargonToolong,overlydetailed,tootechnical,disorganizedInconsistentinappearance,content,orpricingInaccurateorincompleteCredibilitykillers--misspellings,grammarmistakes,etc.TheProposalMustBeClient-CenteredFocusesoncustomer’sneeds,goalsRecommendssolutionstobusinessproblemsAnalyzespayback,ROI,impactonbusinessIntegratesvalue-addedofferingsintostrategyFocusesonproduct,technology,companyhistory,etc.Describesproducts,featuresLine-itempricingNocontrollingstrategyClient-CenteredProduct-CenteredKeyContentAreasofWinningProposalsStrongBusinessCase:CoverletterTitlepageExecutivesummaryROISolutionsandSubstantiation:SolutionindetailPricingValue-addedcomponentsTeammembersSpecialDataandAppendices–Nextsteps–References–Successstories–UniquenessfactorsPersuasiveStructure:FourSteps