Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

. . . think my thoughts . . .

One of the keys to thinking like the client is to try to see things from his or her point of view. In fact, that may be the fundamental key to all persuasion: getting outside your own head and away from your own interests and trying to get inside the decision maker’s head.

To think the thoughts of your client, you need to watch for clues regarding his or her preferences in terms of receiving and processing information. The challenge you face as a proposal writer is twofold: you need to know what your own preferences are, since you will tend to write a proposal that you would like to receive; and you need to know what your customer’s preferences for receiving and processing information are, since you want to adapt ...