7. Establishing Your Credibility
There are four indispensable categories of information that every proposal should contain in order to be fully credible. Over the years we have found that these four kinds of content correlate highly with winning proposals, but that when one or more of them is missing, win ratios go down significantly. To some extent, the four kinds of content are a matter of common sense. They grow naturally out of your sales process, your client-centered analysis.
The four kinds of content you must include in every proposal are:
Evidence that you understand the client’s problem or need. The reason for this one is obvious, based on our earlier discussion of the persuasive paradigm and of the process for developing a client-centered ...
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