Page 232 - Writing Winning Business Proposals

Summary: The Proposal Development Process 223

D. Given the deliverables and the desired result, specify the benefits (B) likely
to accrue from producing deliverables and achieving the desired result
(Chapter 12; Logics Worksheet, Cell 6).
E. If the desired result is insight or a plan, use a measurable-results orientation
to indicate the benefits likely to accrue after subsequent implementation
(Chapter 4; Logics Worksheet, Cell 6).
F. Test the alignment of the elements within the baseline logic by answering
the following questions (Chapter 3; Logics Worksheet, Cells 1–6):
◉ Are the prospect’s strategic direction, triggering event, overriding prob-
lem, and effects aligned?
◉ Are the overriding question(s), objective(s), and desired result(s) aligned?
◉ Is the overriding problem aligned with the overriding question(s)?
◉ Are the deliverables aligned with the desired result(s)?
◉ Are the deliverables and desired result(s) aligned with the benefits?
◉ Are the benefits aligned with the effects/lack of benefits?
2. Construct the methodology to define how to achieve the objective (Chapter 5).
A. Clearly identify the objective (or objectives), based on the buyers’ overriding
question (or questions). If the project will move the buyer one step (for
example, from lacking insight to having insight), there will be only one
overriding question and objective. If the project will move the buyer two or
more steps (for example, from lacking insight to having a plan), there will be
two or more objectives.
B. Place the objective at the top of a logic tree that organizes the actions
necessary to achieve it. (Be certain each action specifically expresses a result,
a deliverable.) Build one logic tree for each objective.
C. Once the logic tree is constructed, list the action-results in sequence.
D. Within that sequence, integrate the activities important for planning and
communicating.
E. Consider the elapsed timing of each action to determine the project’s
duration.
Proposal Psychologics

3. Identify the role or roles played by each buyer on the consultant-selection
committee, and specify the individual benefits that will accrue to each buyer
from achieving the desired result (Chapter 6; Psychologics Worksheet, Cell 1).
A. Classify all the members of the buying team according to the role or roles
each will play in making the decision: economic buyer, user buyer, technical
buyer, coach, ratifier. Remember that a single buyer can play as many as the
first four roles; a ratifier can play only one other role: coach (Psychologics
Worksheet, Cell 1).