ESTABLISHING CONCEPTUAL AGREEMENT
Whether you reach out to people or they approach you due to “gravitational pull,” you must achieve conceptual agreement on three basic issues prior to submitting a proposal. Most practitioners submit too many proposals too soon in the marketing process. Conceptual agreement means that you and the economic buyer agree on:
1. Objectives. What are the outcome-based business objectives to be achieved through this project? There are usually no more than a handful in a cogent project. Keeping them tightly described avoids “scope creep” (the gradual enlargement of projects as clients keep asking for more and more tasks to be accomplished) through the focus on very specific, mutually agreed-on goals.
2. Measures of ...
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