16 Presenting Evidence and Proving Your Points

WHEN WE WRITE PROPOSALS OR CREATE SALES presentations, we typically try to establish the superiority of our recommendations by offering some kind of proof. In the world we work in, there are four kinds of proof we can offer to a prospect: the things we say about ourselves; the things our clients say about us; the things third-party, outside experts say; and the documented experience we can point to. Let’s consider each type of proof.

Things we say about ourselves. Every proposal contains some of these statements. “Our software is designed to be user friendly.” “We are passionate about customer satisfaction.” “We are a leader in developing effective treatment regimens.” And so on.

Do they work? No, ...

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