Page 134 - Writing Winning Business Proposals

Identifying, Selecting, and Developing Themes 125

Selecting and Developing the Themes

In selecting your themes, you pay close attention to the analysis of power base
and receptivity in Cell 3 (Figure 7.10).
This information helps you determine which hot buttons you want to empha-
size. For example, although Metzger has a hot button (“Consideration of his
preferred option),” Metzger is a low-power-base buyer, and your time will be
better spent trying to persuade the more influential buyers. Metzger, moreover,
also has a “−” receptivity rating, probably preferring one of the competitors (and
likely a coach for it). Little you do will persuade him to support you. The themes
you select, which are displayed in Figure 7.11, will be developed on your Themes
Development Worksheet (Figure 7.12a and 7.12b), which will supply your pro-
posal and presentation with the majority of its persuasion. The entire Themes
Development Worksheet can be downloaded from http://web.me.com/rfreed/
Writing_Winning_Business_Proposals/Home.html.

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

1 (YTZ[YVUN red

.\W[H red

*VSSPUZ red

4VYYPZVU red

4L[aNLY 4L[aNLY \UKV\I[LKS` WYLMLYZ VUL VM [OL IV\[PX\LZ

FIGURE 7.10 P o w er base and r ec eptivit y , anal y ze d
FIGURE 7.10 Power base and receptivity, analyzed