Advanced Difference Makers of Winning Proposals

Transcription

1 Advanced Difference Makers of Winning Proposals The Seller Doer Academy for Civil Engineers has met the standards and requirements of the Registered Continuing Education Program. Credit earned on completion of this program will be reported to RCEP at RCEP.net. A certificate of completion will be issued to each participant. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the RCEP. 1

2 COPYRIGHT MATERIALS This educational activity is protected by U.S. and international copyright laws. Reproduction, distribution, display, and use of the educational activity without written permission of the presenter is prohibited. The Seller Doer Academy 2018 Purpose and Learning Objectives Purpose: This module will help you use advanced techniques that will help you outperform your toughest competitors who write very good proposals. Structure your proposal for greatest impact, Write more clearly and persuasively by cutting out baseless assertions and bankrupt blather, Write superior cover letters, Make graphics and page design choices that declutter and amplify your ideas, and Quickly assess your own proposals. 2

3 The Betterness Trap betterness Your belief, or assertion, that you are superior to your competitors. - Jim Rogers Structure 3

4 Magic Diamond 3 questions diamond 4

5 You me ratio letter example October highlighted 29, 2014 Mr. Paul M. Miller Director of Construction City Parks & Recreation Athens, GA Dear Mr. Miller: R.E.M Engineering is pleased to present our Statement of Qualifications for this project. We have six offices in the tristate region. With over 133 years of collective design experience, R.E.M Engineering s solid approach will ensure that we complete every project in a timely and cost-effective manner. R.E.M Engineering is a College Park-based multidisciplinary firm with over 33 years of local engineering and landscape architectural experience. We have a history of success with City Parks and Recreation, and we have maintained an excellent reputation that you can trust. In addition, our recent work has included significant experience with on and off-road bike and trail improvement projects that have provided direct linkages to the City Parks system - the Riverwalk, River Levee Trail, are just two examples of R.E.M Engineering s work. R.E.M. Engineering s experience with local public recreation projects is also represented in our previous work on phases of the Atlanta Zoo. R.E.M Engineering s in-house multidiscipline approach to consulting and our years of local experience offer a broad understanding and capacity to address a variety of consulting tasks, and we look forward to expanding our services to the city of Athens in any way possible. Thank you for your consideration. We are in the starting blocks and ready to go. We eagerly await your response and we are excited about the prospects of beginning soon. Sincerely, Fred Schneider, PE ASLA Senior Vice President R.E.M. Engineering, Inc. How Buyers Decide (How you work together) Attain Time Ease Security Efficiency Avoid Wasted time Hassle Risk Wasted effort 5

6 How Buyers Decide (Intrinsic Values) Attain Achievement Reputation (retain) Excitement Legacy Salvation Independence Avoid Failure Disgrace Boredom Being forgotten Damnation Dependence How Buyers Decide (Extrinsic Factors) Attain Praise Good standing Advancement Fame Avoid Criticism Trouble Stagnation, Demotion Obscurity 6

7 Our Strengths and Advantages What are our strengths for this project? Strength Description Advantage to the Client of Hiring Us. Finish the thought "so that..." Multi-national sub provides insurance policy. Low risk. Peace of mind Prime consultant prepared planning study and has worked on adjacent site. Knows stakeholders and is trusted. Limits unnecessary effort. Helps with public involvement because many community leaders and vocal citizens know the PM. 3. Project manager is local and has decades of experienced with client. Well liked and trusted. Has experience on project adjacent to this site and knows key stakeholders. Can ramp up team quickly with little help from client. Local means that he can quickly be on job site or client office on the client's schedule

8 Eliminate BABBL babbl babbl babbl baseless assertions & bankrupt blather 8

9 We are your one source We are your one source for expert consulting services, exceptional planning services, superior project management and unmatched construction supervision. Expert exceptional superior unmatched We are your one source for expert consulting services, exceptional planning services, superior project management and unmatched construction supervision. 9

10 BABBL Tip Sheet BABBL Tip Sheet We are uniquely qualified You (can) trust us We put our clients first We re flexible 10

11 BABBL Tip Sheet Responsive Think outside the box XX collective years experience Leader in our industry BABBL Tip Sheet Methodology Value added or value proposition Mission statement / values / philosophy Multi-disciplinary 11

12 BABBL Tip Sheet Highly professional Never / always Partner with you Results oriented Superior cover letters 12

13 Problem/Solution Problem1 Problem2 Problem3 Solution1 Solution2 Solution3 Problem1 Solution 1 Problem2 Solution2 Problem3 Solution3 13

14 Letter good with transmission tower Why now? WDTRW? What do they need? Why us? Letter good with transmission tower Why now? What do they need? Why us? WDTRW? 14

15 Graphics and page layout choices Page Layout Tips 15

16 Getting more seller out of seller-doers. Ogilvy Rolls blank Ogilvy Rolls Royce This ad looks like a news article. One bold (2 max) photo is more compelling than thumbnails. Headlines under photos are more likely to draw the reader in. Readers are 4 times more likely to read and recall deep captions of 2-3 sentences. 16

17 Ogilvy Rolls Royce Three column text is easier to read, comprehend, and recall. Short paragraphs (1-3 sentences) are best. Bulleted lists magnify the impact. Use emphases sparingly no more than 2 elements per word. Use 11+ serif fonts for body copy. Ogilvy dog food 17

18 Resume bad Resume good 18

19 Quickly assess your own proposals 19

20 Your assignment Evaluate a proposal (can be someone else s) Look for BABBL in a cover letter Highlighter exercise 20

21 Win More Work The Book Download it from your home page. Questions? 21

22 The Difference Makers of Winning Proposals Part II 22