ISBN-10:
0136582133
ISBN-13:
2900136582136
Pub. Date:
11/08/1999
Publisher:
Pearson
Proposal Writing: The Art of Friendly and Winning Persuasion / Edition 1

Proposal Writing: The Art of Friendly and Winning Persuasion / Edition 1

by William S. Pfeiffer
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Overview

This book provides readers with an overview of proposal writing today—along with the issues that influence the resources and methods used to develop them. A focus on the real-world of business presents further insight and guidance in acquiring the basic skills, and some advanced, in creating any type of proposal.

Chapter topics include marketing strategy, writing, graphics, sales letters and the executive summary, formal and informal documents, reviews, and editing.

For the skilled professionals already in this field, affecting the bottom-line profit of their companies, seeking additional training or a valuable reference for producing persuasive and winning proposals.

Product Details

ISBN-13: 2900136582136
Publisher: Pearson
Publication date: 11/08/1999
Edition description: New Edition
Pages: 335
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

Table of Contents

1Marketing and Proposal Strategy1
Building Personal Relationships2
The Sales Proposal Process: 12 Steps to Success2
Stage #1Breaking In3
Stage #2Getting Known5
Stage #3Clinching the Job8
Stage #4Following Through9
The In-House Proposal Process: Five Steps to Success10
The Bid/No Bid Process: An Informed Decision12
The Strategy Process: Seven Steps for a Winning Plan14
Summary22
Exercises23
2Proposal Management25
Proposal Functions26
Proposal Organizations28
Control of Proposal Development Costs28
Organization and Staffing Approaches30
Process Definition, Training, and Scheduling32
The Documented Process32
Training33
Scheduling34
The Proposal Management Process36
Effective Meetings44
Summary47
Exercises48
3Preparing to Write51
The Summary Outline and Requirements Matrix52
The Amplified Outline56
Storyboards57
The Benefits of Storyboards63
The Challenges of Storyboards64
Mock-Ups64
Summary66
Exercises66
4Writing69
Understanding Your Reader69
Obstacles Readers Face70
Preproposal Communication with the Customer71
Analyzing Reader Needs72
The Principles of Organization74
Basic Writing Rules80
Proposal Writing Rules82
Overcoming Writer's Block90
Summary91
Exercises93
5Graphics95
Factors That Influence the Use of Graphics96
General Rule for Graphics100
Specific Rules for Nine Common Graphics108
Rules for Pie Charts108
Rules for Bar Graphs111
Rules for Line Graphs115
Rules for Schedules118
Rules for Flow Diagrams120
Rules for Organization Charts121
Rules for Formal Tables125
Rules for Drawings128
Rules for Photos132
Summary135
Exercises136
6Sales Letters and the Executive Summary141
Why and When to Write Sales Letters141
Rules for Writing Sales Letters143
Tips for Writing Transmittal Letters148
Examples of Effective Sales Letters149
Example #1Letter of First Contact (Cold Call Letter)149
Example #2Letter After a Phone Call151
Example #3Letter After a Meeting153
Example #4Letter of Reacquaintance (Refresher Letter)155
Example #5Transmittal Letter (Cover Letter)157
Rules for Developing Executive Summaries159
Summary162
Exercises163
7Formal Proposals165
Formal Proposal Features166
Solicitation Instructions167
U.S. Government Customers167
Grant Providers172
Other Customers176
Rules for RFP Support and Use179
Formal Proposal Rules186
An Example and a Critique of a Formal Proposal196
Summary213
Exercises214
8Informal Proposals217
Letter Proposals217
Rules for Developing Letter Proposals218
An Example and a Critique of a Letter Proposal221
Memo Proposals226
Rules for Writing Memo Proposals227
An Example and a Critique of a Memo Proposal230
Summary235
Exercises236
9Reviews239
Rules for Holding a Formal Review241
Summary248
Exercises248
10Editing251
The Editing Process251
Levels of Edit253
Scheduling Edits253
Assigning an Editor254
Editing Tools and Policy255
Rules for Improving Style258
Rules for Correcting Grammar265
Rules for Proofreading277
Summary280
Exercises281
11After Proposal Submittal285
Rules for Responding to Customer Questions286
Oral Presentations288
Preparation and Delivery Rules291
Rules for Making and Using Oral Presentation Graphics296
Tips for Overcoming Nervousness299
Negotiating302
Rules for Negotiating303
Strategies for a Best and Final Offer305
Post-award Rules307
Summary312
Exercises313
Enclosure (1)Bibliography317
Enclosure (2)Exercise Solicitation and Evaluation Criteria319
Index329

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