Chapter 2
A SIMPLE NOTION
A Proposal Must Sell, Not Just Tell
GOLDEN RULE:
First and foremost, a proposal is a sales document.
A proposal is many things, depending on who is preparing it and who is reading it. Although the content will vary widely by industry and market, a typical proposal contains an abundance of technical, programmatic, personnel, scientific, product, background, legal, pricing, and/or contractual information in various combinations. Despite that, at the most fundamental level, a proposal is not a technical treatise, a scientific monograph, a textbook on project management, or a legally binding contract (at least not when submitted and evaluated, though it may eventually form the basis for a contract or be incorporated ...
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