The document outlines strategies for winning proposals, referred to as the "Five Be's": Be the Expert, Be Prepared, Be Informed, Be Graphic, and Be Clear. Each section provides tips on how to execute the strategy, such as writing white papers to establish expertise, maintaining an up-to-date knowledge base to be prepared, gathering intelligence on customers to be informed, using charts and graphs to be graphic, and writing simply to be clear. The goal is to stand out from other proposals and effectively communicate with the intended audience.

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. 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. 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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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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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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