Page 45 - Writing Winning Business Proposals

36 Writing Winning Business Proposals

implementation. The checked boxes in each column indicate which current sit-
uation, desired result(s), and benefits are being described. By comparing those
boxes, you should be able to detect misalignments. The bottom of each table
explains whether the desired results and benefits are aligned or misaligned.

Are the Benefits Aligned with the Effects/Lack of
Benefits? (Logics Worksheet, Cells 2 and 6)

By answering this question, you will not only assure alignment; you will also be
able to generate additional possible benefits and additional possible effects that
characterize and broaden your and my understanding of my current situation.
The process of aligning benefits with the effects/lack of benefits is suggested by
the graphic in the Logic Worksheet’s second and sixth cells and in Figure 3.13, on
page 40.
Here’s an example of how you can use this process. Assume that yours is a pro-
active lead with my organization. That is, you haven’t received an RFP (request for
proposal) from us, and you haven’t been asked in any way to submit a proposal:
You have initiated the lead.

1. Aligned or Misaligned?
Project objective: Benchmark Sales and Marketing’s effectiveness
S1 (Current Situation) S2 (Desired Result) B (Benefits)
A leading small The level of Knowledge of the
appliance effectiveness of Sales magnitude of the gap
manufacturer with a and Marketing as and the level of
direct sales compared to urgency to improve the
organization calling on competitors sales force’s
retail outlets doesn’t effectiveness
know if its sales and
marketing organization
is as effective as its
competitors’.
They: They want: They will receive:
lack insight insight insight benefits
have insight plan planning benefits
have plan implemented plan implementation
benefits
Answer: Aligned. The organization desires to move one step, from no
insight to insight. Accordingly, there is one desired result, related to
insight. The benefits are related to insight.

FI GU RE 3. 7 A l i g ne d or misa l i g ne d?
FIGURE 3.7 Aligned or misaligned?