Page 209 - Writing Winning Business Proposals

200 Writing Winning Business Proposals

You are now in a position to reap what you have sown, to summarize for me in
a compelling, persuasive finale all the benefits from using your services.

The Function of the Benefits Slot

If you’re smart and strategic, you’ll discuss benefits throughout the proposal.
I’ve already discussed how the elements of the baseline logic can be formed into
a value proposition that can begin your proposal, and I’ve shown you how the
background section’s closing component can end with briefly stated benefits
(Figure 9.1). That section provides a logical and persuasive movement from a dis-
cussion of the current situation, a state of pain or uncertainty or opportunity,
to a discussion, however brief, of another outcome, one that is more pleasurable
or certain or that has capitalized on the opportunity. And don’t forget about the
closing P-slots at various levels throughout your document or presentation. They
all contain outcomes like deliverables and benefits. (See Figure 12.4.)
You can integrate benefits into other slots as well by considering, for example,
the benefits of your methods and of the deliverables accruing from them and

\
\
In the baseline logic,
In the baseline logic,
B
which expresses your S S 1 1 S S 2 2 B
which expresses your
value proposition
value proposition
“To answer these questions, we have
“To answer these questions, we have
designed an approach to achieve
designed an approach to achieve
In the closing component
In the closing component
[state objective]. As a result of
of the background section [state objective]. As a result of
of the background section
achieving this objective, you will
achieving this objective, you will
[state two to four benefits].”
[state two to four benefits].”
P P P
In the closing P-slots at I I I
In the closing P-slots at
various levels
various levels
P P P
FIGURE 12.4 T he benefi ts slot exists thr oughout the pr oposal .
FIGURE 12.4 The benefits slot exists throughout the proposal.