1.
Strategies for Business-
Winning Proposals
AND HOW TO EXECUTE THEM

2.
The Five “Be’s”
Be The Expert
Be Prepared
Be Informed
Be Graphic
Be Clear
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3.
Be the
Expert
Build your reputation as
the expert in some
aspect of your product or
service.
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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
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5.
Case Studies - Example
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6.
Cypress Business Communications Blogs
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7.
Resources
General Awards
 JBJ Book of Lists
 JBJ BizTech Awards
 JBJ Fastest-Growing Company
 Great Place to Work
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Print Mail Industry Awards
 USPS National Awards (NPF)
 IPMA In-Print Awards
 GraphExpo Must See’Ems
Award

8.
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Fun Fact #1: In what
state is the highest post
office?
Fun Fact #2: What post
office is the most below
sea level?

9.
Be Prepared Build a knowledge base
and keep it current.
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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
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11.
Be Informed Know your customer
requirements.
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12.
How to Execute - Informed
 Gather business intelligence on
your target customer
 Read the RFP questions
thoroughly
 Have a colleague validate
questions/responses
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13.
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14.
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15.
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16.
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17.
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18.
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Fun Fact #3: Who
is mail addressed
to that is delivered
to ZIP code 12345?

19.
Be Graphic
Support narrative with
charts, graphs, tables and
video.
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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
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21.
Blah, blah blah…
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22.
Graphic Adds Visual Interest, Draws the Eye
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23.
Another Example:
Before & After
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24.
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Fun Fact #4:
Who knows
where the
smallest post
office in the
country is?

25.
Be Clear Bust the jargon.
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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
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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
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28.
Questions?
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29.
Thank You!
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 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
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