Page 123 - Writing Winning Business Proposals

114 Writing Winning Business Proposals

ally) to “−−” (an outright enemy). Note the lack of a neutral rating. Eventually,
everyone will have to say “Yea” or “Nay.”
2. Concerning evaluation criteria, select those on which you believe you rate
highly or that the buyers weight highly.
3. Concerning counters to the competition, choose those that provide an
opportunity to significantly counter competitors’ arguments or moves, re-
m embering that your competitors also can include in-house players or another
of the potential client’s initiatives competing for the same resources.

Selecting your themes is a dynamic and creative process because the themes
you end up with will not necessarily be phrased the same way or even be the same
as one or more of the hot buttons, evaluation criteria, or counters to the competi-
tion. Some of your themes will be combinations or transmutations of these.
One likely combination exists in the ABC situation. “Service levels” is a hot
button with obvious importance for Collins. Paul Morrison’s hot button, “well-
defined and agreed-upon evaluation criteria,” is similarly important to him. To
leverage both hot buttons, you could combine them. When you discuss Morrison’s
desire for well-defined and agreed-upon evaluation criteria, you can use service
levels as an example of the kind of criteria the study will employ.
The hazardous waste example discussed previously offers an example of a
possible transmutation. “National consistency” and “flexibility” were two of the
principles established to govern the program, and those two principles would

Psychologics Worksheet Cell 3
“How receptive is each buyer to
Buyer Receptivity
your efforts to date?”
Power Base Receptivity
L M H –– – + + + Rationale for Your Ratings

1
2

3

4

5

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W
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FIGURE 7.5 Psychologics Worksheet, Cell 3: Buyer receptivityy
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