Chapter 5
WHAT IT TAKES TO WIN
Credibility, Acceptability, and Preference
GOLDEN RULE:
If customers want to work with you, they will. If they don’t want to work with you, they won’t. In either case, they will fully document the decision during proposal evaluation.
It’s the largest contract from the National Science Foundation (NSF) in nearly ten years, and Bob Cullen is determined to win it for his company. This win will not only achieve Bob’s sales goal for the year; it will represent nearly one-quarter of the company’s annual goal. Clearly, this is a “must-win opportunity,” and the company spares no expense pursuing it.
As soon as the RFP is released, Bob marshals his resources and the team hunkers down to analyze the RFP and plot their ...
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