Page 125 - Writing Winning Business Proposals

116 Writing Winning Business Proposals

Themes Development Worksheet
Prospect: Date:
1) Selected Theme 2) Situation 3) Methodology 4) Qualifications 5) Benefits
“Given the current “Given this need, how have “Given those methods and
“What repeated messages “Given those methods, how
will increase your situation, what do the you designed your methodo- are you qualified to perform qualifications, how will the
probability of winning?” buyers need related to this logy or project organization them, related to that need?” buyers benefit by your
theme?” to meet it?” meeting that need?”
State as prospect’s needs… …which will be met by you State as good reasons State as good reasons
Source*
Theme HB EC CC (Focus on the Prospect) (Focus on You) (Focus on You) (Focus on the Prospect)
Because . . . , you need . . . Therefore, we will . . .
1

2 Because . . . , you need . . . Therefore, we will . . .

3 Because . . . , you need . . . Therefore, we will . . .

* HB = hot buttons; EC = evaluation criteria; CC = counters to competition
Because forecasted demand Therefore, we will involve We will immediately By our conducting this study
will soon outstrip capacity management in preparing commit a project team with expeditiously, you will have
and because building new the final report, which will the practical experience to time for detailed planning
Example: Urgency capacity will require long be the proposal to develop and execute a work and implementation, which
lead times, you need a study Consolidated, thereby plan that will minimize the will allow maintained
that produces a decision eliminating one step in your study’s elapsed time. customer service during the
quickly. decision-making process. transition.
FI G U R E 7.6 T hemes Dev elo p ment W orksheet
FIGURE 7.6 Themes Development Worksheet

In the following work session, you’ll see clearly how these techniques can
be applied when you fill out a Themes Development Worksheet relevant to the
opportunity at ABC. This worksheet is very important: It supplies a substan-
tial amount of the persuasive content that will help you when you prepare your
proposal. You also will be filling out Psychologics Worksheet cells related to hot
buttons, evaluation criteria, and counters to the competition. I should note that
you probably will find that filling out these cells is time-consuming. However,
over time, as you gain experience, I guarantee that you will write the proposal
itself much more quickly and persuasively. Additionally, on those occasions
when others help you prepare your proposal, the worksheets provide an excellent
method for communicating a consistent message to your team and, therefore,
help you avoid the characteristics of so many of the proposals I’ve read that sound
like they have been written by different people and then cobbled together.