The book of inspiration

July 1, 2011

Write a proposal – What’s your sales message?

Filed under: tech — Tags: , , , , — zproxy @ 2:36 pm

cohesive: strong, unyielding

New business will be won only to the extent that the client believes that
the professional is interested, cares, and is trying to help.
—DAVID H. MAISTER1

So you have received a request for proposal? Do you know how to write a proposal? Do you know how to present your sales message?

The project proposal is a tool — not a goal. It should be followed as closely as possible, and deviations should occur only when necessary.

A Request for Proposal (RFP) is a formal statement of requirements and technical specifications that constitute a company’s needs for the evaluation, recommendation and bid proposal of systems, services or products from vendors.

[...] If you have the tools you still need wood to build anything.

‎[...] A hammer does not build a house for a carpenter.

In order to ask for comments provide a section by section overview to indicate where you are most uncertain.

  • The proposal as a cohesive document
  • The proposal as a persuasive document
[...] Persuasion – A successful intentional effort at influencing another’s mental state through communication in a circumstance in which the reader has some measure of freedom. – Daniel J. Okeefe
Why would we persuade?
  • To narrate
  • To inform
  • To convince
  • To explore
  • To make decisions
  • To define
  • To establish credibility

All proposals share in common the following basic parts:

  1. The metaphor of a body
  2. The idea of narration
  3. The idea of persuasion, we really are arguing for our idea
  4. The idea of audience
The checklist for effective persuasion:
  • Have the aims of persuasion been identified and addressed?
  • Is the central persuasive statement controlled?
  • Have logical fallacies been avoided?
  • Have the audience’s knowledge, beliefs, and attitudes been considered?
  • Has a formal persuasive system been followed?
[...] Anything only has a value depending on what we compare it to – Rory Sutherland
[...] The first rule of Persuasion Design is that every design is persuasive in some ways. There is no neutral way of designing something. – Arjan Haring 2010
Trick:
  • In your sales video, talk about the value you will be providing
  • Send customers to buy
  • Invite them –  “See you on the other side”
[...] Don’t tell me about your grass seed, tell me about my lawn

See also:

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