Page 135 - Writing Winning Business Proposals

Psychologics Worksheet Cell 6
“What repeated messages best characterize the
Themes
Prospect’s story and/or differentiate you?”
Themes Come from Hot Buttons, Evaluation
Criteria, and Counters to the Competition
1 Urgency

2 Comprehensiveness/Thoroughness/Complexity

3 Teaching/Training
4 Well-defined and agreed-upon evaluation criteria

5 Broad business perspective/extensive functional skills

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FIGURE 7.11 The identified themess
Themes Development Worksheet
Prospect: Date:
1) Selected Theme 2) Situation 3) Methodology
“What repeated messages will “Given the current situation, what “Given this need, how have you
increase your probability of do the buyers need related to this designed your methodo-logy or
winning?” theme?” project organization to meet it?”
State as prospect’s needs . . . . . . which will be met by you
Source*
Theme HB EC CC (Focus on the Prospect) (Focus on You)
1 Well-defined and Because of the many and varied Therefore, we will conduct
agreed-upon proposed expansion alternatives, strategy sessions with all relevant
evaluation criteria you need well-defined and agreed- ABC managers to gain consensus
upon criteria for evaluating them. on and establish the proper
criteria.
2 Teaching/Training Because this will be a cross- Therefore, we will form a joint
functional study, ABC has the ABC/Paramount study team, with
opportunity to train its management ABC’s managers playing an
to analyze and plan for future integral role.
manufacturing capacity.
3 Urgency Because forecasted demand will Therefore, we will involve mgmt.
soon outstrip capacity and because in preparing the final report (the
building new capacity will require proposal to Consolidated) to
long lead times, you need a study eliminate one step in your
that produces a decision quickly. decision-making process.
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orksheet
dev
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FIGURE 7.12a The Themes Development Worksheet’s developed themes (columns 1–3)olumns 1–3)
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12
hemes
Dev
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