Page 211 - Writing Winning Business Proposals

202 Writing Winning Business Proposals

1. Benefits that would accrue during the project: For this category, I looked
especially for benefits related to hot buttons, since by definition hot buttons are
desires or concerns that must be addressed during the project. These benefits
tend to be expressed in the part of the Psychologics Worksheet related to hot
buttons (Cell 2) and in those themes on the Themes Development Worksheet
derived from hot buttons. I also examined the Methodology and Qualifications
columns of the latter worksheet to try to identify additional benefits related to
Paramount’s methods and qualifications. Finally, since the benefits section is a
persuasive summary, I identified additional content (for example, deliverables)
that bore repeating in this last major element of the proposal.
2. Planning benefits that would accrue after the project has been completed
but before implementation: For this category, I used the planning benefits
categorized as such on the Logics Worksheet (Cell 6) and the Psychologics
Worksheet (Cell 2).
3. Implementation benefits that would accrue subsequent to the project: For
this category, I used the same two worksheet cells, focusing instead on the
items classified as implementation benefits. As a result, I used a measurable-
results orientation.

After sorting the benefits, I identified a claim or proposition for each category
so that the entire section would read like a solid argument. I’ll state these propo-
sitions as if you were talking to me, your potential client:

◉ You will receive important benefits because of how we will conduct the study
to move you from your current situation to your desired result.
◉ As a result of that transition, these are the benefits you will receive and the
value you will be provided related to the plan we will develop.
◉ As a result of that plan, these are the benefits that can be expected to accrue if
or when you choose to implement that plan.

In elaborating on the last proposition/claim, I made certain that I qualified the
subclaims, not only using the word expected above but also by using other expres-
sions like if.
With these three propositions in mind, I spent less than 30 minutes writing
the following draft of a benefits section for the proposal to ABC. The writing was
quick and relatively easy because I had previously invested the time to organize
my thoughts logically and completely on the various worksheets. I hope you’ll
agree that the section provides a powerful conclusion to, and a powerful per-
suasive summary of, the proposal. The section begins by addressing Anil Gupta,
ABC’s vice president of operations, to whom Gilmore directed the proposal.