如何撰寫(xiě)好的項(xiàng)目建議書(shū)（英語(yǔ)版）ppt課件

1、Drafting Winning ProposalsWhy Have Proposals Become So Important? Consultative selling methodologiesIncreasing complexity of goods and servicesDesire to sell highNeed to sell to teams or committeesIncreasing use of consultants, especially for RFPsSelling in Todays EnvironmentTeam decision processInt

2、ense cost pressuresMandate for provable positive business impactStronger competitorsCompetition for mind- share of decision makersFear of changeHow Broad Is the Impact?The more pervasively a solution touches the enterprise.the higher up the organizational ladder the decision will be madethe longer t

3、he decision cycle will bethe greater the perception of risk the deeper the analysis of impact and value and the better the proposal has to be!Whats a Proposal?NOT a price quoteNOT a technical specNOT a bill of materialsNOT a company overview or historyThe proposal is a sales document-Its purpose is

4、to move the sale toward closure.The Cicero Principle“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.-CiceroWhats a Good One?Clear understanding of the clients problems, needs, issuesA recommendation for a specific solutionEvidence youre competent to deli

5、ver on-time and on budgetA compelling reason to choose your recommendation over any othersOne that wins!Why Are These Factors Critical?Because evaluators looks at proposals in terms of:Responsiveness: Am I getting what I need?Competence: Can they really do it?Cost factors: Does the pricing represent

6、 good value?The Trust EquationUse Your Proposal To Maintain and Create TrustRapportRiskCredibility1. Restate their needs2. Focus on their goals3. Avoid jargon4. Avoid cliches 5. Positive tone 1. References2. Case studies3. Team members4. Project plan5. Professionalism of your proposal 1. Warranties2

7、. All of the rapport techniques3. All of the credibility buildersStructure Is the KeyYour goal:Present the right informationPresent it in the right orderCreate the right impressionUnfortunately, most sales people hate proposal writingAnd the results usually reflect that fact!Besideswho wants a good

8、salesperson in front of a monitor instead of a prospect!?Typical Methods of Escaping.Data DumpsCompany HistoryCloningThe “Seven Deadly SinsFail to focus on the clients business problemsNo persuasive structureDifficult to read because theyre full of jargonToo long, overly detailed, too technical, dis

9、organizedInconsistent in appearance, content, or pricingInaccurate or incompleteCredibility killers-misspellings, grammar mistakes, etc.The Proposal Must Be Client-CenteredFocuses on customers needs, goalsRecommends solutions to business problemsAnalyzes payback, ROI, impact on businessIntegrates va

10、lue-added offerings into strategyFocuses on product, technology, company history, etc.Describes products, featuresLine-item pricingNo controlling strategy Client-Centered Product-CenteredKey Content Areas of Winning ProposalsStrong Business Case:Cover letterTitle pageExecutive summaryROISolutions and Substantiation:Solution in deta