如何撰写好的项目建议书(ppt 17页)(英文版).ppt

DraftingWinningProposals,WhyHaveProposalsBecomeSoImportant?,ConsultativesellingmethodologiesIncreasingcomplexityofgoodsandservicesDesiretosellhighNeedtoselltoteamsorcommitteesIncreasinguseofconsultants,especiallyforRFPs,SellinginTodaysEnvironment,TeamdecisionprocessIntensecostpressuresMandateforprovablepositivebusinessimpact,StrongercompetitorsCompetitionformind-shareofdecisionmakersFearofchange,HowBroadIstheImpact?,Themorepervasivelyasolutiontouchestheenterprise.thehigheruptheorganizationalladderthedecisionwillbemadethelongerthedecisioncyclewillbethegreatertheperceptionofriskthedeepertheanalysisofimpactandvalueandthebettertheproposalhastobe!,WhatsaProposal?,NOTapricequoteNOTatechnicalspecNOTabillofmaterialsNOTacompanyovervieworhistoryTheproposalisasalesdocument-Itspurposeistomovethesaletowardclosure.,TheCiceroPrinciple,“Ifyouwishtopersuademe,youmustthinkmythoughts,feelmyfeelings,andspeakmywords.”-Cicero,WhatsaGoodOne?,Clearunderstandingoftheclientsproblems,needs,issuesArecommendationforaspecificsolutionEvidenceyourecompetenttodeliveron-timeandonbudgetAcompellingreasontochooseyourrecommendationoveranyothers,Onethatwins!,WhyAreTheseFactorsCritical?,Becauseevaluatorslooksatproposalsintermsof:Responsiveness:AmIgettingwhatIneed?Competence:Cantheyreallydoit?Costfactors:Doesthepricingrepresentgoodvalue?,TheTrustEquation,UseYourProposalToMaintainandCreateTrust,Rapport,Risk,Credibility,1.Restatetheirneeds2.Focusontheirgoals3.Avoidjargon4.Avoidcliches5.Positivetone,1.References2.Casestudies3.Teammembers4.Projectplan5.Professionalismofyourproposal,1.Warranties2.Alloftherapporttechniques3.Allofthecredibilitybuilders,StructureIstheKey,Yourgoal:PresenttherightinformationPresentitintherightorderCreatetherightimpression,Unfortunately,mostsalespeoplehateproposalwriting,Andtheresultsusuallyreflectthatfact!,Besideswhowantsagoodsalespersoninfrontofamonitorinsteadofaprospect!?,TypicalMethodsofEscaping.,DataDumps,CompanyHistory,Cloning,The“SevenDeadlySins”,FailtofocusontheclientsbusinessproblemsNopersuasivestructureDifficulttoreadbecausetheyrefullofjargonToolong,overlydetailed,tootechnical,disorganizedInconsistentinappearance,content,orpricingInaccurateorincompleteCredibilitykillers-misspellings,grammarmistakes,etc.,TheProposalMustBeClient-Centered,Focusesoncustomersneeds,goalsRecommendssolutionstobusinessproblemsAnalyzespayback,ROI,impactonbusinessIntegratesvalue-addedofferingsintostrategy,Focusesonproduct,technology,companyhistory,etc.Describesproducts,featuresLine-itempricingNocontrollingstrategy,Client-CenteredProduct-Centered,KeyContentAreasofWinningProposals,StrongBusinessCase:CoverletterTitlepageExecutivesummaryROISolutionsandSubstantiation:SolutionindetailPric