2.2 Writing with Customer Focus At the foundation of effective proposal writing is the principle of being customer focused. Check your own writing for customer focus using a list of questions similar to the following:
Is the customer named before your company?
Is the customer named more often than your company?
Is the customer’s buying vision evident? Why are they buying?
Have you linked the buying vision to this solicitation/bid?
Are the customer’s hot buttons (issues and needs) prioritized?
Is hot button ownership explicit? Can you attribute hot buttons to a specific customer employee?
Are your proof statements directly related to the customer’s hot buttons? Are the benefits of the solution(s) listed before the features?
Is the content previewed in each section and are organization instructions followed?
Is the value proposition you’re offering clear and are next steps defined?
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