Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

by Tom Sant

Writing a winning proposal has always been an important part of sales. In recent years it has become vital. But many companies are still cranking out confusing, unpersuasive proposals and RFPs—few of which result in new clients or contracts. Now everyone can dramatically boost their success rate with the third edition of Persuasive Business Proposals. This classic guide explains how to craft compelling messages and powerful proposals that attract prospects’ attention and speak to their needs. The new edition includes more valuable information than ever before, including: • Essential questions for qualifying opportunities • Ways to “power up” cover letters and executive summaries • Advice for overcoming “value paranoia” • Guidelines for incorporating proof into a proposal • Tips for winning renewal contracts. Most people find proposal writing to be tedious and time-consuming—and their documents show it. With clear instructions as well as before-and-after samples, Persuasive Business Proposals takes readers step-by-step through a highly effective process for writing customized packages that capture new business.

Genres: Business, Writing, Nonfiction, Reference, Professional Development

248 pages, Paperback

First published November 26, 1992

About the author

TOM SANT is a renowned proposal consultant, whose clients range from small entrepreneurial operations to Global 500 companies, including General Electric, Microsoft, Lucent, and Accenture. He is the creator of the world’s most widely used proposal automation systems, ProposalMaster and RFPMaster.

Reviews

[Gabriel · Rating 5 out of 5]

Incredibly useful, well written and didactic.

This book has largely exceeded my expectations.
Now, along with Alan Weiss books, it's my go-to when it comes to thinking and writing business proposals.
Thank you, Tom Sant

[Edikan Udoh · Rating 5 out of 5]

If this is the first book you read on proposal writing, let it be; if you apply all its wisdom, it could, very well, be all you need.

[C.R. Richards · Rating 5 out of 5]

I took my time working through this book. The author provides essential information on writing winning business proposals.

[Luke · Rating 3 out of 5]

Good book with a lot of useful techniques/strategies/information. Can be a bit dry and repatitve at times.

[Howard · Rating 4 out of 5]

This is a great workbook for anyone who has to write proposals. It shows how to be persuasive as well as how to write well. And it is filled with checklists and examples. Highly recommended!

[Jason · Rating 4 out of 5]

This was great. Lots of valuable information and tactics.

[Curtismchale · Rating 2 out of 5]

If you're stuck in RFP hell all the time this is a great book to help you make hell more bearable. You'll win a few more of the RFP's but that's about it. Part way through this book it finally starts talking about the thing that will really win you work and help you bypass the RFP entirely (or at least let you be the one that writes it with the prospect so it's tailored for you) and that's building the relationship.

Where other books like Million Dollar Consulting Proposals (by Alan Weiss) spend most of the book talking about how to talk to the buyer and get past the RFP this one gives you a few paragraphs spaced out through the book. I acknowledges how important this is in really winning proposals but assumes you'll never get to this point and you'll just have to make due.

I reject that as fallacy. You can get past the RFP process in almost any size organization with a combination of specializing so you're the sole source provider and building a relationship of trust with the actual buyer.

[Cara]

Looks like a great book--very helpful even with what little I did read.

p. 27 Convince people you offer the best ROI for their company.
1. include calculations and graphic displays of ROI, payback period, or other measures of gain
2. use case studies showing how other customers got big rewards from using your product or service--quantify whenever possible.
3. focus on whatever outcome is important to the customer
4. emphasize your differentiators and explain how they add value for the customer

[Stephen · Rating 3 out of 5]

Read JAN 2003

[Lori Grant · Rating 5 out of 5]

A must-read book on marketing tools for the knowledge worker, manager, executive, or entrepreneur.

[tdubya · Rating 3 out of 5]

Will update when I'm further along. My boss's boss's recommended reading- he swears by it... And then kindly lent me his copy. Nothing like a little light reading to kick off 2014.

[Elizabeth · Rating 1 out of 5]

Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts (Paperback)
by Tom Sant