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1、Drafting Winning ProposalsWhy Have Proposals Become So Important?nConsultative selling methodologiesnIncreasing complexity of goods and servicesnDesire to sell highnNeed to sell to teams or committeesnIncreasing use of consultants,especially for RFPsSelling in Todays EnvironmentnTeam decision proces
2、snIntense cost pressuresnMandate for provable positive business impactnStronger competitorsnCompetition for mind-share of decision makersnFear of changeHow Broad Is the Impact?nThe more pervasively a solution touches the enterprise.the higher up the organizational ladder the decision will be madethe
3、 longer the decision cycle will bethe greater the perception of risk the deeper the analysis of impact and value and the better the proposal has to be!Whats a Proposal?nNOT a price quotenNOT a technical specnNOT a bill of materialsnNOT a company overview or historyThe proposal is a sales document-It
4、s purpose is to move the sale toward closure.The Cicero Principle“If you wish to persuade me,you must think my thoughts,feel my feelings,and speak my words.”-CiceroWhats a Good One?nClear understanding of the clients problems,needs,issuesnA recommendation for a specific solutionnEvidence youre compe
5、tent to deliver on-time and on budgetnA compelling reason to choose your recommendation over any othersOne that wins!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
6、 represent good value?The Trust EquationUse Your Proposal To Maintain and Create TrustRapportRiskCredibility1.Restate their needs2.Focus on their goals3.Avoid jargon4.Avoid cliches 5.Positive tone 1.References2.Case studies3.Team members4.Project plan5.Professionalism of your proposal 1.Warranties2.
7、All of the rapport techniques3.All of the credibility buildersStructure Is the KeyYour goal:nPresent the right informationnPresent it in the right ordernCreate the right impressionUnfortunately,most sales people hate proposal writingAnd the results usually reflect that fact!Besideswho wants a goodgo
8、od salesperson in front of a monitor instead of a prospect!?Typical Methods of Escaping.The“Seven Deadly Sins”nFail to focus on the clients business problemsnNo persuasive structurenDifficult to read because theyre full of jargonnToo long,overly detailed,too technical,disorganizednInconsistent in ap
9、pearance,content,or pricingnInaccurate or incompletenCredibility killers-misspellings,grammar mistakes,etc.The Proposal Must Be Client-CenterednFocuses on customers needs,goalsnRecommends solutions to business problemsnAnalyzes payback,ROI,impact on businessnIntegrates value-added offerings into str
10、ategynFocuses on product,technology,company history,etc.nDescribes products,featuresnLine-item pricingnNo controlling strategy Client-CenteredClient-Centered Product-Centered Product-CenteredKey Content Areas of Winning ProposalsnStrong Business Case:Cover letterTitle pageExecutive summaryROInSolutions and Substantiation:Solution in detailPricingValue-added componentsTeam membersnSpecial Data and Appendices Next steps References Success stories Uniqueness factorsPersuasive Structure:Four Steps