Index
Note: Page numbers followed by f refer to figures.
Abstract nouns, avoiding, 276–79
Actions, sequencing, logic trees and, 73–74
Active voice, 280
Alignment of results and benefits, 35, 36–39
Argument
qualifications slot and, 187–89
using Themes Development Worksheet for structuring, 189
Background section, map for writing, 152–56, 152–56f
aligning, 25–47
desired results and, 30
engagement objective and, 29f
overriding problem and, 28
overriding question and, 29, 29f
strategic direction and, 27
triggering event and, 27–28
value proposition and, 44, 45f
work session for aligning, 47–54
aligning results and, 35, 36–39f
implementation, 34
insight, 33–34
planning, 34
types of, 199–200
Benefits slot
function of, 200–201
work session for, 201–5
writing, 197–99
Buyers, analyzing, 96
Buying roles, 88–96
reason for identifying, 94
worksheet for identifying, 96–101
Closing component, of background section, 148–51
work session for writing, 162
Collaboration, 131
Competition, analyzing, 122–24, 123f
Counters to competition, themes and, 112, 113f
work session for identifying, 122–24
Current situations, 3
implementation, 32
insight, 32
planning, 32
Economic buying role, 88–89, 89f
Engagement objective, 29f
Evaluation criteria, for themes, 110–12, 111f
work session for identifying, 120–22
Fees slot
pricing considerations for, 208–15
writing, 207
Flags
green, 136
red, 136
Generic structure, of proposals, 87
relationship of baseline logic and proposed project, 44–46
slots in, 12–15
understanding logic of, 15
Green flags, 136
Green Team Review, 132
defined, 134
events after, 138
members of, 134–35
process of, 135–38
strategic premise of, 133–34, 133f
value of, 139
Green-thinking hat, 131–32
Hot buttons, for themes, 108–10
work session for identifying, 118–20
Implementation benefits, 34
Implementation deliverables, 32
Implementation Projects, 21, 22f
objectives for, 70
Information slots (I-slots), 165, 165f
Insight benefits, 33–34
Insight deliverables, 32
measurable-results orientation of, 58
objectives for, 69–70
Internal proposals, 267–74
Leads, worksheet for qualifying, 301–2
Logic trees, 64–69
identifying and integrating activities necessary for, 74–76
ordering actions necessary to achieve objectives of, 70–73
principles of, 70
sequencing actions for, 73–74
work session for, 80–83, 118–20
Logical methodologies, constructing, 4–5, 79
Logics, of proposals, 5
Logics Worksheets, 246–48
Measurable-results orientation
Implementation Projects, 61
Insight Projects, 58
Planning Projects, 59–60
using, 61
work session for, 62
Methodology, constructing logical, 79
Methods slot, of proposals, 163–64
work session for, 177–84
Minto, Barbara, 64
Minto Pyramid Principle, The (Minto), 64
New Strategic Selling, The (Miller and Heiman), 88
Nondecision decisions, 7
Nouns
abstract, avoiding, 276–79
changing, to verbs, 280
Objectives, identifying, 69–70
Overriding question, 29, 29f, 30f
identifying objectives based on, 69–70
Paragraphs, writing coherent, 283–86
Parallelism, 281–83
Persuasion–Information–Persuasion (PIP)
defined, 164–66
at document level, 172–73
at methods-section level, 169–72
in presentation slide, 168f
proposal strategy and, 173–77
at task level, 166–69
in text proposal, 168f
Persuasion slots (P-slots), 6, 165, 166f, 173f
levels of, 173–76
work session for composing, 177–84
PIP. See Persuasion–Information–Persuasion (PIP)
Planning benefits, 34
Planning deliverables, 32
measurable-results orientation, 61
objectives for, 70
Point of view, of potential client, 26–27
Pricing considerations, 210
Proposal-development process, 3–6, 4f, 222–31
Proposals
assumptions for creating, 129–31
baseline logic of, 17–24
internal, 267–74
map for writing background section of, 152–56, 152–56f
situation slot and, 143–52
slots in generic structure of, 12–15
story component of, 144–48
writing situation and objective slots for, 143–57
Psychologics, of proposals, 5, 85
Psychologics Worksheets, 249–51
Qualifications slot
as argument, 187–89
using Themes Development Worksheet for, 189
work session for writing, 191–95
Questions component, of background section, 148–51
work session for writing, 161–62
Ratifier buying role, 92–93, 93f
Red flags, 136
Red Team Review, 131
Requests for proposals (RFPs), reading, 293–99
Results, aligning benefits and, 35, 36–39f
Sentences, writing effective, 275–86
Situation slot, proposals and, 143–52
closing component of, 151–52
competitive advantage and, 156–57
questions component of, 148–51
story component of, 144–48
work session for writing, 158–62
Six Thinking Hats (de Bono), 131
Slots, in generic structure of proposals, 12–15
Story component, of background section, 144–148
work session for writing, 159–61
Strategic direction, 27
Subject slots, avoiding abstract nouns in, 276–79
Technical buying role, 90, 90f
Themes, 6
counters to competition and, 112, 113f
defined, 105–7
evaluation criteria for, 110–12, 111f
hot buttons for, 108–10
identifying, 117
selecting, 113–15, 117, 125–28
work session for developing, 118–28
Themes Development Worksheet (TDW), 126–27f, 171, 171f
to structure argument, 189
Triggering event, 27–28
Value propositions, 54–55
Verbs, changing nouns to, 280
Voice, using right, 287–92
Wordiness, avoiding, 281
Work sessions, 6
for aligning baseline logic, 47–54
for benefits slot, 201–5
for composing persuasion slots, 177–84
for developing themes, 118–28
for identifying buying roles, 96–101
for identifying counters to competition, 122–24
for identifying evaluation criteria, 120–22
for identifying hot buttons, 118–20
instructions for, 16
for logic trees, 80–83, 118–20
for measurable-results orientation, 62
for methods slot, 177–84
for writing closing component, 16–22
for writing qualifications slot, 191–95
for writing questions component, 161–62
for writing situation slot, 158–62
for writing story component, 159–61
Worksheets, 245–52
Logics, 246–48
Psychologics, 249–51
for qualifying leads, 301–2