Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

Going Deeper Into the Issue of Credibility

As you get ready to write your proposal, you can gain deeper insight into the kinds of details you should provide by asking yourself:

• What does the decision maker think of me and/or my company? The decision maker may have certain assumptions about you and your company that will color the review of your proposal. Perhaps your company is well known in a particular niche, but is now trying to penetrate a new market. The customer may have assumptions about your firm and its capabilities based on the past. If you can identify those assumptions and address them, you have a better chance of appearing credible and appealing.

• What prior experience does the client have with us? Was it good or bad? Either way, ...