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Strategies for Business-
Winning Proposals
AND HOW TO EXECUTE THEM
The Five “Be’s”
Be The Expert
Be Prepared
Be Informed
Be Graphic
Be Clear
11/17/2015 2
Be the
Expert
Build your reputation as
the expert in some
aspect of your product or
service.
11/17/2015 3
How to Execute - Expertly
 Write and publish a white
paper on new technology in
your industry
 Ditto – case study of a
c...
Case Studies - Example
11/17/2015 5
Cypress Business Communications Blogs
11/17/2015 6
Resources
General Awards
 JBJ Book of Lists
 JBJ BizTech Awards
 JBJ Fastest-Growing Company
 Great Place to Work
11/1...
11/17/2015 8
Fun Fact #1: In what
state is the highest post
office?
Fun Fact #2: What post
office is the most below
sea le...
Be Prepared Build a knowledge base
and keep it current.
11/17/2015 9
How to Execute - Prepared
 Assign an overall owner
 Capture standard company,
product and services
information
 Maintai...
Be Informed Know your customer
requirements.
11/17/2015 11
How to Execute - Informed
 Gather business intelligence on
your target customer
 Read the RFP questions
thoroughly
 Hav...
11/17/2015 13
11/17/2015 14
11/17/2015 15
11/17/2015 16
11/17/2015 17
11/17/2015 18
Fun Fact #3: Who
is mail addressed
to that is delivered
to ZIP code 12345?
Be Graphic
Support narrative with
charts, graphs, tables and
video.
11/17/2015 19
How to Execute - Graphically
 Ask yourself – “How can I make
this stand out?”
 Support narrative with charts,
graphs, ta...
Blah, blah blah…
11/17/2015 21
Graphic Adds Visual Interest, Draws the Eye
11/17/2015 22
Another Example:
Before & After
11/17/2015 23
11/17/2015 24
Fun Fact #4:
Who knows
where the
smallest post
office in the
country is?
Be Clear Bust the jargon.
11/17/2015 25
How to Execute – Jargon-busting
 The Executive Summary – not
technical
 About 1 page in length
 First paragraph needs t...
In Summary -
The Five “Be’s”
Be The Expert – and let others know!
Be Prepared – collect and update
company info
Be Informe...
Questions?
11/17/2015 28
Thank You!
11/17/2015 29
 Proposal Response Management
 Departmental Policies, Procedures, Business
Process Flow Documen...
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Strategies for Business-Winning Proposals

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The winning proposal comes with an edge. My strategies are called "The Five Be's" to give that edge to my business-winning proposals and I'm happy to share them with you.

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Strategies for Business-Winning Proposals

  1. 1. Strategies for Business- Winning Proposals AND HOW TO EXECUTE THEM
  2. 2. The Five “Be’s” Be The Expert Be Prepared Be Informed Be Graphic Be Clear 11/17/2015 2
  3. 3. Be the Expert Build your reputation as the expert in some aspect of your product or service. 11/17/2015 3
  4. 4. How to Execute - Expertly  Write and publish a white paper on new technology in your industry  Ditto – case study of a customer problem you solved  Apply for industry awards  Publish blogs in your industry  Speak at industry forums 11/17/2015 4
  5. 5. Case Studies - Example 11/17/2015 5
  6. 6. Cypress Business Communications Blogs 11/17/2015 6
  7. 7. Resources General Awards  JBJ Book of Lists  JBJ BizTech Awards  JBJ Fastest-Growing Company  Great Place to Work 11/17/2015 7 Print Mail Industry Awards  USPS National Awards (NPF)  IPMA In-Print Awards  GraphExpo Must See’Ems Award
  8. 8. 11/17/2015 8 Fun Fact #1: In what state is the highest post office? Fun Fact #2: What post office is the most below sea level?
  9. 9. Be Prepared Build a knowledge base and keep it current. 11/17/2015 9
  10. 10. How to Execute - Prepared  Assign an overall owner  Capture standard company, product and services information  Maintain knowledge base  Maintain updated org charts, financial and product information 11/17/2015 10
  11. 11. Be Informed Know your customer requirements. 11/17/2015 11
  12. 12. How to Execute - Informed  Gather business intelligence on your target customer  Read the RFP questions thoroughly  Have a colleague validate questions/responses 11/17/2015 12
  13. 13. 11/17/2015 13
  14. 14. 11/17/2015 14
  15. 15. 11/17/2015 15
  16. 16. 11/17/2015 16
  17. 17. 11/17/2015 17
  18. 18. 11/17/2015 18 Fun Fact #3: Who is mail addressed to that is delivered to ZIP code 12345?
  19. 19. Be Graphic Support narrative with charts, graphs, tables and video. 11/17/2015 19
  20. 20. How to Execute - Graphically  Ask yourself – “How can I make this stand out?”  Support narrative with charts, graphs, tables, video  Include samples where feasible  Offer on-line or in-person demos – seeing is believing 11/17/2015 20
  21. 21. Blah, blah blah… 11/17/2015 21
  22. 22. Graphic Adds Visual Interest, Draws the Eye 11/17/2015 22
  23. 23. Another Example: Before & After 11/17/2015 23
  24. 24. 11/17/2015 24 Fun Fact #4: Who knows where the smallest post office in the country is?
  25. 25. Be Clear Bust the jargon. 11/17/2015 25
  26. 26. How to Execute – Jargon-busting  The Executive Summary – not technical  About 1 page in length  First paragraph needs to grab reader attention  Entice reader to continue  Assume technical evaluators will review the technical sections 11/17/2015 26
  27. 27. In Summary - The Five “Be’s” Be The Expert – and let others know! Be Prepared – collect and update company info Be Informed – know your customer and their requirements Be Graphic – grab the reader’s attention Be Clear – write to your audience 11/17/2015 27
  28. 28. Questions? 11/17/2015 28
  29. 29. Thank You! 11/17/2015 29  Proposal Response Management  Departmental Policies, Procedures, Business Process Flow Documentation  Case studies, white papers, human interest write-ups for your website and newsletter  Copywriting, editing, proofreading when the final product really matters Leigh Gardner, President leigh@cypressbizcomm.com (904)316-2305 This presentation is available on

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