This workshop will help you improve the impact, clarity, accuracy and effectiveness of your sales proposals.
It takes bid and proposal teams right through the process, from start to finish - from forming the team and gathering the information, through to writing and reviewing the proposal document, and on to presenting it to the client.
The learning points shared in the programme come from the trainer's extensive real-world experience with a wide variety of businesses.
As a result of attending this programme, participants will be able to:
Write more clearly, more grammatically and more persuasively
Structure their written communications more effectively
Avoid the 'howlers' that can cost you business
Impress your clients
Win more business
1 Bid strategy
How to combine your knowledge of the market or customer, your products and services, and your competitors, to create a quality bid
New insights into your comparative advantages and competitive position in the marketplace
Understanding more about how your client views you and other suppliers
A plan of attack to build on your strengths and attack the weaknesses of your competition
Dealing with RFP/ITT situations
2 Teamwork
How a bid or proposal team needs to prioritise and manage preparation time
Co-ordinating input from team members
Agreeing responsibilities
3 The importance and role of a well-written sales proposal
Why bother? - the value of the sales proposal to you and to the customer
What the customer wants and needs to make a decision in your favour
Understanding and delivering on customer expectations
Review and discussion of different proposals - with real-life examples
4 The best way to structure your sales proposals
A section-by-section, page-by-page review of best practice in structuring great sales proposals
How to improve the way you match your proposal to the customer's objectives and requirements
Plan your sales documents systematically - to make them easy to read and more persuasive
How to make your proposal look like the 'least risky' option
5 Making your proposal a compelling and persuasive proposition
Choosing the right words that sell effectively
Selecting the right content and information for your document or proposal
Using an option matrix to summarise complex choices and increase final order value
How to write an executive summary
6 Well-written and error-free
Developing your writing style for maximum impact
Expressing the content (ie, selling points) clearly, concisely and correctly
Proof-reading and editing work effectively, using formal marks and techniques
Improving visual layout, format and appearance
Keeping it customer-focused
7 Presenting to the client - overview
Presentation options
Understanding the client's objectives - as well as your own
The proposal review meeting - logistics
Managing to the next step
Designing and delivering a compelling presentation
Isolating objections and concerns
Follow-up and follow-through
8 Positioning your final proposal
Finalising your bid - presenting the right 'best few' USPs, features and benefits and making them relevant and real to the customer
Smart ways to position price and be a strong player - without being the cheapest
How to differentiate yourselves by how you present, as well as what you present
How to design and deliver a successful bid presentation
9 Bid presentation practice session with structured feedback
Participants work in small groups or pairs to prepare and later present a sample section from a real life bid or proposal presentation
The trainer will provide assistance and input
During group review and discussions, input from others will be encouraged and many best practice ideas summarised
10 Managing the end game
How best to draw-out, understand, isolate and answer customer objections, negotiate points and concerns
How to read the situation to plan the next step
Identifying negotiation tactics - and how to deal with them
Planning for a negotiation and how to get the customer feel they have the 'best deal'
11 Workshop summary and close