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

When Value Matters the Most

Demonstrating value is always important, but sometimes it’s really important. A proposal that can potentially transform the organization has to show the decision maker that, in spite of the risks inherent in changing a process or in handling a core function differently, the potential return to the organization is so great that not moving forward does not make sense. You have to put more effort into demonstrating value.

There are certain other situations where you need to spend extra time on your value proposition. For example, if you are trying to displace an accepted incumbent vendor, the decision maker must see such a big gap in value that he or she is willing to make the change. Second, if your recommendations ...