CHAPTER 7Identifying, Selecting, and Developing Themes

Determining What to Weave in Your Web of Persuasion

In Chapter 6, I indicated that if you’re going to write a fully responsive proposal to me, your potential client, you need to do more than meet my buying team’s requirements related to the analytical and technical aspects—the logics—of your proposed support. You also need to respond to the psychologics of our situation, to us, to our individual and group concerns, desires, and needs. I’m not devaluing expertise here. I want it. But you’re not the only expert around. Your expertise is necessary, but it alone is usually not sufficient. So what else do I want?

In addition to expertise, I want a relationship, built on trust, founded on chemistry ...

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