Page 107 - Writing Winning Business Proposals

98 Writing Winning Business Proposals

documenting the results of its analysis in a report and possible presentation that
will convince Consolidated of the need for and the viability of the additional
capacity.
When S2 is reached, Armstrong believes he will have a road map that will
show ABC how to get where it wants to be and a report that will help persuade
Consolidated to release the necessary funds. To date, Armstrong has a good repu-
tation with the parent company, and he would like to keep that reputation, you
believe, for at least two reasons: first, to increase his chances of getting future
requests approved, and second, possibly, to increase the likelihood of his own
career advancement. You have no hard evidence in this regard, but your research
about his employment history indicates that Armstrong’s ambitions could take him
higher than the presidency of the ABC Division. For these reasons, the outcomes
of your potential study will be critically important to Armstrong. Your analysis of
Armstrong’s buying role and benefits is shown in the first row of Figure 6.7.

Psychologics Worksheet Cell 1
“What benefits will accrue to each buyer as/after
Individual Buyers’ Titles, Roles, and Benefits
the desired result(s) are achieved?”
Based upon their respective roles, each buyer’s . . .
Buyer Role(s)
Benefits from Benefits from
Buyer/Title E U T C R Insight or Plan Implementation
red ‡Road map for ABC ‡ More cost-effective operations
‡Better-trained internal team
‡ Success for division and employees
1 Ray Armstrong, red ‡Improved ability to compete for ‡ Continued good reputation at Consolidated
President
capital funding ‡ Perhaps increased opportunities for
advancement
‡ Through a solid road map, ‡ Through successful implementation,
2 Anil Gupta, VP better chance of meeting protected compensation levels and
objectives related to cost,
continued autonomy from Consolidated
Operations quality, and service
performance
‡ A road map for ensuring the ‡ Adequate capacity in the right place to
3 Marcia Collins, VP maintenance of or ensure current or increased levels of service
improvement in service levels
Marketing
‡ Opportunity to show analytical ‡ Right amount and type of added capacity
ability using his model
4 Paul Morrison, ‡ Resolution of troubling in right location to support business and
marketing strategies to satisfy demand
Industrial Engineer number of alternatives ‡ Perhaps added prestige of leading teams
during implementation
‡ Assuming a plan to increase ‡ Assuming increased capacity at current site,
5 Ralph Metzger, capacity at the current site, ability to promote well-deserving
Plant Manager increased reputation among his supervisors and maintain control
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FIGURE
FIGURE 6.7 The Psychologics Worksheet, Cell 1, completed

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