Writing Winning Business Proposals, Third Edition, 3rd Edition

PART 2Proposal Psychologics

Now that you’ve completed Part 1 on proposal logics, you may believe that your more logical presentations and proposals will win far more often, and they might. But logics provide you only the base—the necessary but not the sufficient—because I buy for psychological as well as for logical reasons. I want to feel comfortable with you, to trust you, and to sense with confidence that you understand my situation, my risks, and, perhaps most important of all, my potential rewards—the benefits I will receive from the project you propose.

So your task now is to combine the logical with the psychological, the head with the heart, and to combine your analysis of my situation and what you will do to support me with how I feel ...