如何撰写好的项目建议书.ppt

Unfortunately, most sales people
hate
proposal writing
And the results usually reflect
that fact!
Besides…who wants a good salesperson in front of a monitor instead of a prospect!?
RFPs
Selling in Today’s Environment
Team decision process
Intense cost pressures
Mandate for provable positive business impact
Stronger competitors
Competition for mindshare of decision makers
Clear understanding of the client’s problems, needs, issues
A recommendation for a specific solution Evidence you’re competent to deliver on-time
and on budget A compelling reason to choose your
Fear of change
How Broad Is the Impact?
The more pervasively a solution touches the enterprise... the higher up the organizational ladder the decision will be made the longer the decision cycle will be the greater the perception of risk the deeper the analysis of impact and value and the better the proposal has to be!
5. Positive tone
5. Professionalism of
your proposal
Structure Is the Key
Your goal:
Present the right information Present it in the right order Create the right impression
1. Warranties
2. Focus on their goals 2. Case studies
2. All of the rapport
3. Avoid jargon
3. Team members techniques
4. Avoid cliches
4. Project plan
3. All of the credibility builders
recommendation over any others
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 represent
good value?

The Trust Equation
Trust = Rapport x Credibility Risk
Use Your Proposal To Maintain and Create Trust
Rapport Credibility Risk
1. Restate their needs 1. References
What’s a Proposal?
NOT a price quote NOT a technical spec NOT a bill of materials NOT a company overview or history The proposal is a sales document-Its 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.”
--Cicero
What’s a Good One?
Drafting Winning Proposals
Why Have Proposals Become So Important?
Consultative selling methodologies Increasing complexity of goods and services Desire to sell high Need to sell to teams or committees Increasing use of consultants, especially for
Typical Methods of Escaping...
The “Seven Deadly Sins”
Fail to focus on the client’s business problems No persuasive structure Difficult to read because they’re full of jargon Too long, overly detailed, too technical, disorganized Inconsistent in appearance, content, or pricing Inaccurate or incomplete Credibility killers--misspellings, grammar mistakes, etc.