i Table of contents 62

Proposal Writer Playbook

Shipley Proposal Writer Playbook™		3
Understanding the Sales Cycle		3
The Role of the Proposal Writer		5
How to Maximize the Playbook		6
Table of Contents		9
Proposal Planning–Pre-Writing		11
1.1 Understanding the Characteristics of Effective Proposals		13
1-2 Establish criteria to prioritize new business opportunities and build customer relationships		14
1.3 Focusing on the Reader, the Evaluator		15
1.4 Gathering Information from Many Sources		16
1.5 Focusing on Your Win Strategy		18
1.6 Developing an Outline		19
1.7 Participating in a Pink Team Review		21
Proposal Writing and Development		23
2.1 Organizing the Proposal for Ease of Evaluation		25
2.2 Writing with Customer Focus		29
2.3 Drafting Initial Proposal Content		31
2.4 Writing Guidelines for Efficiency and Effectiveness		32
2.5 Prime Proposal Real Estate – Don’t Waste It		33
2.6 Saving Time and Resources with Boilerplate and Reuse Material		37
2.7 Using Emphasis Techniques to Improve Scores		38
Proposal Revision		39
3.1 Examining and Editing Your Content		41
3.2 Reviewing and Revising Your Writing		42
3.3 Participating in a Red Team Review		45
3.4 Improving Readability for Ease of Evaluation		46
3.5 Preparing to Submit the Bid or Proposal		50
3.6 Holding a Gold Team Review		51
3.7 Holding a Lessons Learned Review		52
Summary		53
Tools and Templates		55
Appendix A—Descriptions of Effective Proposal Characteristics		55
Appendix B—Proposal Review Checklist		57
The Proposal Writer Tools		59
Glossary of Terms		60

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