Proposals That Persuade: Writing a Winning Business Proposal
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Transcript of Proposals That Persuade: Writing a Winning Business Proposal
Proposals That Persuade Writing a Winning Business Proposal
Who is Soma D. Jurgensen?
• Owner, SDJ Marketing Solutions
• More than 10 years of experience in marketing/management for local-international businesses
• State Program Coordinator, Business: MN/ND
• More than eight years in business education
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Got a Question? Just Ask!
• Explain characteristics of persuasive proposals
• Organize parts of a proposal
• Choose content to persuade
• Revise for power
• Balance costs and benefits
• Articulate “the ask”
Learn How To:
• Persuasive document
• Detailed plan of action
• Writer submits for action
Purpose of Proposals:
Realistic
Carefully researched
S.M.A.R.T.
Visually appealing
Written from reader’s perspective
Winning Proposals:
To Write a Winning Proposal, Ask Yourself:
• What makes your reader successful?
• How is your proposal supporting that success?
Take the following steps:
– Think like the reader
– Organize
– Preview
– Reveal
– Solve
– Ask
To Write a Winning Proposal:
• Purpose: Why are you writing?
• Problem: What is the missed opportunity?
• Solution: How do you fill the gap?
• Cost/Benefit: Is it worth it?
• Conclusion: What, exactly, do you want?
Proposal Organization
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Purpose Statement
• Like a movie trailer or pitch
• One paragraph introduction
• Identify a problem
• Preview a solution
• Illustrate a “better future”
Example: XYZ company is growing so quickly the current staff is not able to meet on-boarding needs. As an HR consultant, I’m able to provide consistent orientation to all new hires and ensure that your company’s culture is preserved.
• Does a problem exist? • How is it a missed opportunity? • Define it:
– How long? – Why? – For whom?
• Support symptoms with relevant statistics
A Problem is an Opportunity
• Lead through discovery
• Let the reader “see” what you see
• Summarize the symptoms, then diagnose and prescribe
What if Your Audience is not Receptive?
• Reduce resistance
• Build your credibility
• Establish your case
Service Example
1. XYZ has grown from 50 to 500 employees in three years. 2. The HR department of 5 is still responsible for on-boarding. 3. New employee satisfaction has declined by 45% from three years ago. 4. Customer satisfaction complaints increased 20% in three years.
1. Cell phone sales is reaching saturation in the U.S.
2. Typical Americans carry three or more devices at a time.
3. 33% of Americans consider access to their devices at all times a main concern.
4. There are few high-end accessories on the market that meet the need to carry three or more devices with ease.
5. Sales potential of just 1% of this market is $23,000 in revenue.
Product Example
• Reduce resistance
• Build your credibility
• Establish your case
• Provide quantifiable/observable details
• Document the scope of the problem
• Relate the problem to the reader’s priorities
– Company reputation, sales …
Problem Definition
• State your solution
• How are YOU qualified?
• Relate it directly to the problem
• Show the plan is workable
• Make it S.M.A.R.T.
S.M.A.R.T. Solutions
• (S) Use specific, concrete language
• (M) How will you measure success?
• (A) Aligned with corporate goals?
• (R) Is it challenging but realistic?
• (T) What’s the time table?
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• What resources will your solution need?
– Time
– Money
– People
Weigh Costs and Benefits
• How will the benefits outweigh the costs?
– From your reader’s perspective
– Relate to “mission” and core values
• Money
• Time
• People
• Materials
• Lost income
• Lost reputation
• Lack of safety
• Unrealized opportunity
Benefits Must Outweigh Costs
• Convenience
• Success
• Leadership
• Reputation
• Engagement
• Inspiration
• Confidence
Costs Benefits (Values)
Benefits Must Outweigh Costs
• Save money
• Save time
• Productivity
• Efficiency
• Safety
• Make more money
Persuasive Solutions — Review
• Explicitly state the solution
• Emphasize relatedness to problem
• Categorize and itemize costs
• Reinforce benefits
• Transition to conclusion
Conclude with Power
• The conclusion is the time to ask for what you want!
– Remind reader that change is necessary
– Emphasize the benefits of making a decision
– Paint a picture of success
– Ask for the “sale”
• Characteristics of persuasive proposals
• How to organize parts of a proposal
• Choosing content that persuades
• Revising for power
• How to balance costs and benefits
• Articulating “the ask”
What We Learned
Follow us on Twitter: @RasShowcase #SMEShowcase
Like us on Facebook: Facebook.com/Rasmussenshowcase
Circle us on Google+
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Got a Question? Just Ask!