Proposal writing

The Point at Which the Sales Personal Looses Control

Who Should Attend And Why

The proposal document is often the only hard evidence which buyers can use to influence/convince their colleagues, peers or bosses.

It needs therefore to clearly lay out the offer in layman's terms, covering all the concerns raised or benefits highlighted during the sales process. A proposal should not be submitted if there is not a 50/50 chance of conversion.

By The End Of The Workshop Participants Will Have:

Have examined a variety of proposals and identified good and bad factors

Be able to decide upon key criteria for improving their proposal writing

Be able to use a self-critiquing technique to continue the development of their writing skills

Have Worked with appropriate structures and layouts to match the prospect requirement and selling situation

Have used techniques to help shorten the preparation and ideas gathering stage

And more specifically:

Be able to turn standard text into more exciting reading

Be able to build reader appeal and increase motivation to act

Ensure a balance of fact and motivational triggers

Be more confident in selecting the most positive language to influence the readers

Workshop Overview

Planning the Proposal
Setting objectives for a proposal – primary and secondary
Appealing to a wide audience – who will read it and what are their needs
Understanding the differing criteria for each reader
Types of proposal and; short, tender documents; strategic influencing tools

Getting Under Way
Using Templates
Using creative and analytic tools to improve effectiveness and efficiency
Increasing customer desire and comfort levels
Overcoming identified objections, anticipating further resistance
Developing message flow
Re-enforcing key points
Using effective vocabulary

Fine Tuning
Informal v ineffective – where to personalise
Understanding what makes people buy – general and specific
Using a covering letter to enhance your chances
Typical errors, common pitfalls

Keeping Your Chance High
Maintaining control at this stage of the sale
Presenting the Proposal
Check lists - do's and don'ts