Winning Interaction: Foregrounding the Customer in Technical Proposals

摘要

A change in the world of sales toward more consultative approaches to the customer has not generally been reflected in tne sales proposal, often the most crucial interaction between supplier and customer, A few simple guidelines for the preparation of proposals can lead to better "foregrounding" of the customer. Putting the customer in the foreground means that customer objectives and benefits are the structuring principle for the proposal. The resulting message reflects a consultative mindset rather than the old opportunistic approach that emphasizes supplier capabilities rather than value to the client.