[国外经济类书籍大全]-amacom-powerful-pr

POWERFULPROPOSALSPAGEi.................10979$$$FM10-21-0407:39:22PSThispageintentionallyleftblankAMERICANMANAGEMENTASSOCIATIONNEWYORK•ATLANTA•BRUSSELS•CHICAGO•MEXICOCITYSANFRANCISCO•SHANGHAI•TOKYO•TORONTO•WASHINGTON,D.C.POWERFULPROPOSALSHowtoGiveYourBusinesstheWinningEdgeDAVIDG.PUGHandTERRYR.BACONPAGEiii.................10979$$$FM10-21-0407:39:23PSSpecialdiscountsonbulkquantitiesofAMACOMbooksareavailabletocorporations,professionalassociations,andotherorganizations.Fordetails,contactSpecialSalesDepartment,AMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.Tel.:[phone].Fax:[phone].Website:(DavidGeorge),1944–Powerfulproposals:howtogiveyourbusinessthewinningedge/DavidG.PughandTerryR.Bacon.p.cm.Includesindex.ISBN0-8144-7232-X(hardcover)1.Proposalwritinginbusiness.2.Businesswriting.I.Bacon,TerryR.II.Title.HF5718.5.P842005658.4
53—dc222004018327
2005DavidG.PughandTerryR.BaconAllrightsreserved.PrintedintheUnitedStatesofAmerica.Thispublicationmaynotbereproduced,storedinaretrievalsystem,ortransmittedinwholeorinpart,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofAMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.PrintingNumber10987654321PAGEiv.................10979$$$FM10-21-0407:39:23PSWededicatethisbooktothoseheartysoulseverywherewhoworkagainstarelentlessclockandothermind-bucklingpressurestodevelopproposalsfortheircompanies,theircustomers,andthefuturesofboth.PAGEv.................10979$$$FM10-21-0407:39:23PSThispageintentionallyleftblankContentsAcknowledgmentsxiiiIntroduction1Chapter1:ThePoweroftheAProposal7TheProposal:TheMakeorBreakMove8HowtoPutthe‘‘Power’’intoYourProposals9BeCompliant:PowerfulProposalsGiveCustomersWhatTheyRequest10BeResponsive:PowerfulProposalsAddressCustomers’Needs,KeyIssues,Values,andGoals12WhatProposalsRevealAboutYou12SixKeyElementsofHigh-QualityProposals151.Boilerplate162.CustomerFocus163.CreativePageDesign164.CompellingStory175.ExecutiveSummary176.EaseofEvaluation17EvaluatingProposals:TheBestandtheWorst18ChallengesforReaders22Chapter2:ASimpleNotion:AProposalMustSell,NotJustTell23TheDNAofProposals:HowOrganizationsBuyProductsandServices24Purpose24Audience24PAGEviivii.................10979$CNTS10-21-0407:39:26PSviiiContentsOrganization25ReaderIntent25HowBuyingDecisionsAreMade26TheyWon’tBuy,UnlessYouSell27PowerfulProposals:Simple,Clear,andPrecise27FourCompellingQuestionsEveryProposalMustAnswer29Question1:WhyUs?29Question2:WhyNotThem?33Question3:SoWhat?34Question4:HowSo?38ChallengesforReaders40Chapter3:GettingYourMessageAcross:TechnicalProposalsforEveryReader42TheCompetitiveAdvantage:Reader-FriendlyProposalsThatSell42CompetebyCommunicating44KnowYourAudience45OvercomeDifferences47DesigningtheProposal48TwoMessages,OneProposal49Double-ExposureTechniques49ChallengesforReaders54Chapter4:SellingtheBenefits:Customer-OrientedProposals55WhySteakWithoutSizzleIsNotEnough55Customer-OrientedProposals56WhoAretheBuyers?57WhatBuyersLookFor57The‘‘Me’’Proposal59ReadingtheCustomer’sMind:The‘‘You’’Proposal61FiveEssentialComponentsofaCustomer-FocusedProposal62UncoverandRespondtotheCustomer’sUnderlyingNeed62AddressAlloftheRequirementsandRequests63MirrortheRFP63PAGEviii.................10979$CNTS10-21-0407:39:26PSContentsixEmphasizeBenefits,EspeciallyIntangibleOnes65DevelopanEffectiveProposalStrategy66ChallengesforReaders67Chapter5:WhatItTakestoWin:Credibility,Acceptability,andPreference68EstablishingCredibility69TheRightExperience70TheRightSolution71TheRightTechnology72TheRightTeam73EstablishingAcceptability74NegotiableTerms75CompetitivePrice76ConducivePoliticalEnvironment78CreatingPreference79TheRightRelationships80ACompellingStory82WinningBehaviors84ChallengesforReaders87Chapter6:WinningExecutiveSummaries:YourMostPowerfulSellingTool89TheStateoftheArt:High-TechSummaries91APowerfulExecutiveSummary:FocusontheBenefits92PreparingtoCreateanExecutiveSummary93DevelopYourWinStrategy94BuildaCompellingStoryLine95TheGIFBPMatrix97HowtoDesignanExecutiveSummarywithImpact100BrochureFormat:YourBestSalesTool101Issues-DrivenExecutiveSummary104Ad-StyleExecutiveSummary106Four-PageExecutiveSummary109Product-EmulationExecutiveSummary110Customer-EmpathyExecutiveSummary111PAGEix.................10979$CNTS10-21-0407:39:26PSxContentsLivingExecutiveSummary:AnEvolvingSalesTool113TheFiveSteps113ExecutiveSummaryQualityCheck122ChallengesforReaders123Chapter7:TimingIsEverything:PositioningtoWin124HowtoPositionYourCompanytoBeaKeyPlayer124BeginEarly:BuildRelationships,DevelopInfluence,andWintheCustomer125CreatingaCompanywide‘‘Can-Do’’Attitude