Page 261 - Writing Winning Business Proposals

Themes Development Worksheet
Prospect: Date:
1) Selected Theme 2) Situation 3) Methodology 4) Qualifications 5) Benefits
“Given the current “Given this need, how have “Given those methods and
“What repeated messages “Given those methods, how
will increase your situation, what do the you designed your are you qualified to perform qualifications, how will the
buyers need related to this
methodology or project
buyers benefit by your
probability of winning?” them, related to that need?”
theme?” organization to meet it?” meeting that need?”
State as prospect’s needs… …which will be met by you State as good reasons State as good reasons
Source*
Theme HB EC CC (focus on the prospect) (focus on you) (focus on you) (focus on the prospect)
1 Because . . . , you need . . . Therefore, we will . . .
2 Because . . . , you need . . . Therefore, we will . . .

3 Because . . . , you need . . . Therefore, we will . . .

*HB = hot buttons; EC = evaluation criteria; CC = counters to competition
Because forecasted demand Therefore, we will involve We will immediately By our conducting this study
will soon outstrip capacity, management in preparing commit a project team with expeditiously, you will have
and because adding new the final report, which will the practical experience to time for detailed planning
Example: Urgency capacity will require long be the proposal to develop and execute a work and implementation, which
lead times, you need a study Consolidated, thereby plan that will minimize the will allow maintained
that produces a decision eliminating one step in your study’s elapsed time. customer service during the
quickly. decision-making process. transition.
FIG U RE B . 1 3 T h e T h emes Dev e l opment W o r k s h ee t
FIGURE B.13 The Themes Development Worksheet