Glossary of Terms
TERM
DESCRIPTION
A written description of a graphic, table, or image that appears below the image and reinforces the sales message; typically includes a number, a title, and a sentence. A generic term for a potential customer’s invitation extended to vendors to bid on services or products. A bid request is often referred to as a solicitation. A term used for proposal content that can be reused on current or future proposals—often referred to as reuse content. The target of your sales messages and recipient of your proposal or solicitation response. A communication approach that is directly focused on the customer’s needs, issues, or benefits. Features or benefits that are unique to you and important to the customer. A well-accepted organizational structure for proposal sections and executive summaries. This structure is broken down into four sections: Summary, Introduction, Body, and Summary (closing). A final review scheduled prior to submitting the final proposal to your customer. The Gold Team confirms that your offer entails acceptable profit and risk; they rarely look at the presentation of the document. A consolidated set of customer issues and motivators for issuing a request for bid. Issues are the customer’s concerns or worry items. Motivators are the objectives that the customer is trying to achieve. Hot buttons are typically a subset of both these groupings. Also referred to as a White Hat review. A review to assess the proposal development process and results to improve future projects. Lessons learned come from both internal sources (how did things go and what can we do better) as well as external sources (customer feedback on the proposal). A page-by-page layout of each proposal section showing page allocations for each section. The mockup is a visual view of how the section will look on each page. Mockups contain the same elements as the draft—namely, headings, themes, visuals and their captions, and text.
Action Caption
Bid Request
Boilerplate
Color Team Reviews Various proposal reviews at different stages of proposal development. Customer
Customer Focus
Discriminators
Four-Box
Gold Team Review
Hot Buttons
Lessons Learned Review
Mockup
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