CHAPTER 9
Rules for results in relationships and proposals
Marketing goes wrong when it is perceived as a bolt-on activity.
Michael Perry
A common mistake in marketing and selling professional services is failing to build the proper peer-level relationship and using the proposal as an exploration of whether you will be doing business together, rather than a summation of how you will be working together given the level of agreement previously reached around the objectives. The proposal is the easy part, if all the other business relationship building blocks are based on a strong foundation. Speed bumps can still be just around the bend, so to ensure a smooth journey, engage the prospective client to help you write the proposal. This guarantees ...
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