Page 214 - Writing Winning Business Proposals
P. 214

Writing the Benefits Section                          205


                               critically important study for ABC, and we look forward to supporting you as
                               you develop the manufacturing base for continued competitive success.
                            I, as a potential client, want to achieve a result and the benefits associated with
                          that result. Because benefits, real or imagined, imply value, they are one of the
                          most important elements in my decision-making process. And one of the biggest
                          deficiencies I find in most of your proposals is the lack of in-depth discussion
                          about how I, my colleagues, and my organization will benefit from using your
                          services both during and after your proposed project. Never again should you be
                          unable to provide that in-depth discussion. I’ve given you three tools—the three
                          worksheets—that will help you generate persuasive content.
                            Now you know that you can distribute benefits throughout the proposal, and
                          you can gather them in a persuasive summary that ends your document or pre-
                          sentation by focusing not on your qualifications or your fees but on the value we
                          will receive. This orientation toward value should certainly get you a portion of
                          the additional two to five points you need to win. If you sweep me off my feet
                          with persuasive benefits from using your services, I’ll be less inclined to go with
                          the lowest bidder, unless, of course, it demonstrates that it can provide similar
                          benefits.
                            What a delightful situation this would be for me: comparing consultants based
                          on their perception of benefits to my organization. How different from my usual
                          experience: reading or listening to a battle of wits between two unarmed oppo-
                          nents. By generating, incorporating, and elaborating on benefits, you will have
                          the arms to win many more battles and to set clearer expectations for the project
                          after your victory.
   209   210   211   212   213   214   215   216   217   218   219