Page 258 - Writing Winning Business Proposals

Psychologics Worksheet Cell 1
“What benefits will accrue to each buyer as/after
Individual Buyers’ Titles, Roles, and Benefits
the desired result(s) are achieved?”
Based on their respective roles, each buyer’s . . .
Buyer Role(s)
Benefits from Benefits from
Buyer/Title E U T C R Insight or Plan Implementation*
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*If proposed project does not involve implementation, use Measurable-Results Orientation to indicate tangible
benefits buyer could achieve subsequent to implementation.

FIGURE B.7 The Psychologics Worksheet, Cell 1 1
FI GU RE B . 7 T h e P sy c h o l ogics W o r k s h eet , C e ll

Psychologics Worksheet Cell 2

Hot Buttons “What desires or concerns of each buyer must be addressed?”
Buyer’s Hot Benefits to Each Buyer from
Buttons* How Addressed SA M PO Addressing His/Her Hot Buttons

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*Hot button: process-related desire or concern of a buyer that will affect your sales approach (SA), project’s
methodology (M), and/or project organization (PO); often personal, having emotional rather than technical
content. Use single words or short phrases such as:
‡ Thorough, integrated, balanced, or flexible approach ‡ Project complexity
‡ Urgency (e.g., to get quick results) ‡ Objectivity
‡ Creativity ‡ Sensitivity to . . .
‡ Control ‡ Involvement
‡ Fear or change ‡ Teaching/training

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FIGURE B.8 The Psychologics Worksheet, Cell 2
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