Proposing to Win - SLO STC

1 2009 Tom Sant. All rights park partnersProposing to WinHow to Write a Winning Business ProposalDr. Tom SantHyde Park Partners 2009 Tom Sant. All rights park partnersWhere Are We Headed?1. Proposals and problems2. Audience and purpose3. Deadly sins4. Winning habits5. Questions & answers 2009 Tom Sant. All rights park partners$ valueComplexityProposals 2009 Tom Sant. All rights park partners 2009 Tom Sant. All rights park partnersCloning previous and pasting can result in embarrassing errors!Escape Route # 1 2009 Tom Sant. All rights park partners Data Dumps or More is Better! Nobody buys based on the thud factor. If it s not meaningful to the customer, leave it out!Escape Route # 2 2009 Tom Sant. All rights park partnersTalking about what we know and love on your prospect, not on yourself!Escape Route # 3 2009 Tom Sant.

2 All rights park partnersCommon MistakesSelf-centeredCommodityTransactio n, not a solutionPrice QuoteProduct SpecCompany History 2009 Tom Sant. All rights park partnersAudience: Who?Style. Level of expertise Personality type Role in the process Word choice Amount of detail Evidence and emphasis 2009 Tom Sant. All rights park partnersAudience: Who?Purpose: Why? Informing Evaluating Persuading Facts Opinion Motivation 2009 Tom Sant. All rights park partnersInformationEvaluationPersuasionE xpertHighly informedSomewhat informedLayComfort ZoneZoning 2009 Tom Sant. All rights park partnersInformationEvaluationPersuasionE xpertHighly informedSomewhat informedLayComfort ZonePersuasion ZonePeer-to-Peer * Outcome Oriented * Bottom-Line FocusedExecutives Expect a Different Kind of Message 2009 Tom Sant. All rights park partnersThe Seven Deadly No focus on the client s business problems and payoffs2.

3 No persuasive structure3. No clear differentiation4. Failure to offer a compelling value proposition5. Key points are buried--no highlights, no impact6. Difficult to read--full of jargon, too long, too technical7. Credibility killers--misspellings, grammar errors, wrong client name, inconsistent formats, etc. 2009 Tom Sant. All rights park partnersFour Keys to Better Proposals Winning More, Working Less 2009 Tom Sant. All rights park partnersProposing to Win2 Pack Your Case1 Get a NOSE Job3 Show Me the Money4A KISS for Luck 2009 Tom Sant. All rights park partnersGet a N-O-S-E Job 2009 Tom Sant. All rights park partnersThe Right NOSE Can Help You Win 2009 Tom Sant. All rights park partners Needs: The customer s key business needs, problems, issues, pains, or opportunities: the drivers behind the deal. Outcomes: The positive impact that will come from meeting those needs: the motivation to move forward.

4 Solution: A recommendation for a product or service that will solve the problem and deliver the outcomes Evidence: Proof you can do the job on time and on budget: your Persuasive Paradigm The Structure of PersuasionNOSE 2009 Tom Sant. All rights park partnersMatching the Customer s Thinking1. Am I getting what I need? Or only what they have?2. Is it worth doing? Or is there a better way to invest our time and money?3. Can they really do it? Can they deliver on time and on budget? 2009 Tom Sant. All rights park partnersPack Your Case 2009 Tom Sant. All rights park partners 2009 Tom Sant. All rights park partnersPeople buy from people they trustThe Primacy PrincipleCognitive Dissonance 2009 Tom Sant. All rights park partnersThe Trust EquationC x RSWhere:T = trustC = credibilityR = rapportS = risk of self-serving behaviorT = 2009 Tom Sant.

5 All rights park partnersSelling on TrustC x RST =Where most sales messages focusWhere:T = trustC = credibilityR = rapportS = risk of self-serving behavior 2009 Tom Sant. All rights park partnersSelling on TrustC x RST =The right focusWhere:T = trustC = credibilityR = rapportS = risk of self-serving behavior 2009 Tom Sant. All rights park partnersRapport Always Precedes CredibilityMinimize cognitive trust = gaining influence. 2009 Tom Sant. All rights park partnersThe Primacy PrincipleWhy Do Rapport and Client Focus Matter?The Principle of First Impressions 2009 Tom Sant. All rights park partnersWhat Kind of First Impression Are You Making? Title Proposal Initial focus? Your name or the client s? Are you pushing a product or Proposing a solution? Don t waste my time with a bunch of boilerplate! 2009 Tom Sant. All rights park partners1.

6 Client s problem, issues?2. Why is it a problem?3. Desired outcomes?Seven Client-Centered Questions 2009 Tom Sant. All rights park partnersFour Areas of Goals Business / Financial Budgetary compliance Profit improvement Downsizing Mergers / acquisitions Market share Reduced risk Better clinical outcomes 2009 Tom Sant. All rights park partnersFour Areas of Goals Business / Financial Budgetary compliance Profit improvement Downsizing Mergers / acquisitions Market share Reduced risk Better clinical outcomesTechnical / infrastructure goals Introducing best practices Adding flexibility Improving QC 2009 Tom Sant. All rights park partnersFour Areas of Goals Business / Financial Budgetary compliance Profit improvement Downsizing Mergers / acquisitions Market share Reduced risk Better clinical outcomesTechnical / infrastructure goals Introducing best practices Adding flexibility Improving QCSocial goals Internal-Improve morale-Reduce absenteeism-Decrease turnover External-Gain public support-Win approval-Enhance recognition 2009 Tom Sant.

7 All rights park partnersFour Areas of Goals Business / Financial Budgetary compliance Profit improvement Downsizing Mergers / acquisitions Market share Reduced risk Better clinical outcomesTechnical / infrastructure goals Introducing best practices Adding flexibility Improving QCSocial goals Internal-Improve morale-Reduce absenteeism-Decrease turnover External-Gain public support-Win approval-Enhance recognitionPersonal goals 2009 Tom Sant. All rights park partners1. Client s problem, issues?2. Why is it a problem?3. Desired outcomes?4. Most important?5. Potential solutions?6. Probable results?7. Why are we the right choice?Seven Client-Centered Questions 2009 Tom Sant. All rights park partnersShow Me the Money! 2009 Tom Sant. All rights park partnersFACT: If you don t show value, winning is a game of chanceYou must establish superior valuebased on technical, contractual, managerial, quality, or service differentiators,or the customer will choose based on price.

8 2009 Tom Sant. All rights park partners(Values -Costs) > (Valuea -Costa)where:Values = the value of your offering Costs = the cost of your offering Valuea = the value of the next best alternativeCosta = the cost of the next best alternativeThe Value Proposition 2009 Tom Sant. All rights park partners1. Make sure the client cares2. Measure it3. Picture it4. Link it to your differentiatorsFour Principles of Effective Value 2009 Tom Sant. All rights park partnersA KISS for Luck 2009 Tom Sant. All rights park partnersMy Life and Welcome to Sentence of a Case Study:Under the SafeHarbors contract, Amalgamated Technology provides system engineering, technical, program and project support for acoustic and non-acoustic measurement, evaluation, processing, acoustic signature, secure (information assurance [IA]) networking, analysis, fabrication, assembly, acoustic intelligence (ACINT), operations, and maintenance of a broad array of sensors, associated processing systems and Acoustic Acquisition System Design (COTS/NDI), development, and testing support.

9 956 words916 commas! 2009 Tom Sant. All rights park partnersMy Life and Welcome to Sentence:Our efforts encompass system design review and interface specifications, which include acoustic performance; evaluation, and analysis of structural and dynamic anomalies; power requirements; radiated and self-noise evaluations; electromagnetic interference (EMI) with biological and structural elements; towed array handler interfaces; calibrations for baseline ACINT gathering; IA; certification and accreditation; acquisition planning; financial, budget, and milestone submits/presentations; and development/operational testing and evaluations. 960 words911 semicolons! 2009 Tom Sant. All rights park partnersMy Life and Welcome to rest of Paragraph # 1:Also we develop, build, operate, and maintain special test equipment including LTAS, MAPS, ADTAS, and ATTENDS.

10 This extensive, long- term involvement with NSWCCD mission areas continues to be a significant contributor to the Navy s submarine, surface, and air intelligence, surveillance, and reconnaissance (ISR) statutory requirements and Chief of Naval Operations (CNO) vision of SEAPOWER 21 initiatives. 2009 Tom Sant. All rights park partnersWhich raises the question:What s wrong with these people? 2009 Tom Sant. All rights park partnersThe first principle of persuasive writing:Be clear. Live by the first time right : Keep It Short and Simple 2009 Tom Sant. All rights park partnersFour Pseudo-Languages that Don t 2009 Tom Sant. All rights park partners 2009 Tom Sant. All rights park partnersFluff: Grandiose claims Vague generalities Clich s No proof 2009 Tom Sant. All rights park partnersForget the Fluff!World classBest of breedLeading edgeState of the artQuality focusedUniquely qualifiedInnovativeHigh performanceSynergyUser friendlyIntegratedPartnershipSeamlessRob ustHere are a few Anything look familiar?