Proving Your Value with Win Themes
Your strategy is your overall approach to the issue of value. It’s the broad message of value that you’d like each person who evaluates your proposal to walk away with. A win theme is a specific, tactical message that supports your overall strategy. Win themes provide you with an opportunity for substantiation and specificity. Win themes can provide cohesion to a proposal, unifying the message and lifting it from merely providing information in response to a request to a persuasive presentation of a business case.
A proposal should have one strategy. It doesn’t have to be perfect, but if you’ve done your homework to uncover the customer’s needs and values, it’ll be effective. That strategy can then be supported ...
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