How to Persuade the Reader
Your proposal will persuade the reader if you do four things:
1. Understand the client's need
You get the reader's attention by stating a specific need or problem and then explain
how you can solve this. Client-centered proposals show how you understand their
need. Show clients that you recognize their need. State it clearly.
Proposal Manager Toolkit - Cost Breakdown
2. Show the benefits
Show your understanding of the benefits they can expect. (Discuss the solution at a
later stage.) Focus on how you can improve their productivity, profitability and
success with the solution youre offering.
To support your argument, explain the consequences of inaction or selecting inferior
products. You'll establish credibility not so much by demonstrating your expertise, but by
showing your understanding of their business needs.
Proposal Manager Toolkit - Clarifications
Make a firm, clear recommendation accompanied by action steps. Avoid vague statements.
Make sure that the reader understands what you are proposing. Ask yourself - can they
summarize in one sentence what you are proposing.
Recommend a specific approach or application:
"We recommend that the <Client> use your company to design, write and
produce its corporate marketing brochure."
4. Back It Up With Details
Give the reader technical and other supporting details that highlight your
qualifications and competence to deliver the solution on time, on budget and to
specification. Demonstrate your credibility and ability to provide such a solution.
Discuss the issues, costs, schedules, risks, future implications. Always return to your
key selling point and how your recommendations are presented in terms of a quantifiable
Give convincing reasons that the client should choose you over all others.
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