To lead your organization through change, write a winning proposal. In this presentation you’ll learn the characteristics and components of writing a persuasive proposal. Allow your audience to discover the problem for which you have a solution and then reveal the costs and benefits to win ultimate approval. Our business subject matter expert, Soma Jurgensen, shows us how business proposals are the first step to bringing about measured change. Watch the presentation: https://www.youtube.com/watch?feature=player_embedded&v=oc24JQqRi3Y Featured Speaker: Soma Jurgensen School of Business Program Coordinator, Minnesota and North Dakota Rasmussen College

1. Proposals That Persuade
Writing a Winning Business Proposal

2. Who is Soma D. Jurgensen?
•Owner, SDJ Marketing Solutions
•More than 10 years of experience in marketing/management for local-international businesses
•State Program Coordinator, Business: MN/ND
•More than eight years in business education

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4. •Explain characteristics of persuasive proposals
•Organize parts of a proposal
•Choose content to persuade
•Revise for power
•Balance costs and benefits
•Articulate “the ask”
Learn How To:

5. •Persuasive document
•Detailed plan of action
•Writer submits for action
Purpose of Proposals:
Realistic
Carefully researched
S.M.A.R.T.
Visually appealing
Written from reader’s perspective
Winning Proposals:

6. To Write a Winning Proposal, Ask Yourself:
•What makes your reader successful?
•How is your proposal supporting that success?

7. Take the following steps:
–Think like the reader
–Organize
–Preview
–Reveal
–Solve
–Ask
To Write a Winning Proposal:

8. •Purpose: Why are you writing?
•Problem: What is the missed opportunity?
•Solution: How do you fill the gap?
•Cost/Benefit: Is it worth it?
•Conclusion: What, exactly, do you want?
Proposal Organization

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10. Purpose Statement
•Like a movie trailer or pitch
•One paragraph introduction
•Identify a problem
•Preview a solution
•Illustrate a “better future”
Example: XYZ company is growing so quickly the current staff is not able to meet on-boarding needs. As an HR consultant, I’m able to provide consistent orientation to all new hires and ensure that your company’s culture is preserved.

11. •Does a problem exist?
•How is it a missed opportunity?
•Define it:
–How long?
–Why?
–For whom?
•Support symptoms with relevant statistics
A Problem is an Opportunity

12. •Lead through discovery
•Let the reader “see” what you see
•Summarize the symptoms, then diagnose and prescribe
What if Your Audience is not Receptive?
•Reduce resistance
•Build your credibility
•Establish your case

13. Service Example
1.XYZ has grown from 50 to 500 employees in three years.
2.The HR department of 5 is still responsible for on-boarding.
3.New employee satisfaction has declined by 45% from three years ago.
4.Customer satisfaction complaints increased 20% in three years.

14. 1.Cell phone sales is reaching saturation in the U.S.
2.Typical Americans carry three or more devices at a time.
3.33% of Americans consider access to their devices at all times a main concern.
4.There are few high-end accessories on the market that meet the need to carry three or more devices with ease.
5.Sales potential of just 1% of this market is $23,000 in revenue.
Product Example
•Reduce resistance
•Build your credibility
•Establish your case

15. •Provide quantifiable/observable details
•Document the scope of the problem
•Relate the problem to the reader’s priorities
–Company reputation, sales …
Problem Definition

16. •State your solution
•How are YOU qualified?
•Relate it directly to the problem
•Show the plan is workable
•Make it S.M.A.R.T.
S.M.A.R.T. Solutions
•(S) Use specific, concrete language
•(M) How will you measure success?
•(A) Aligned with corporate goals?
•(R) Is it challenging but realistic?
•(T) What’s the time table?

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18. •What resources will your solution need?
–Time
–Money
–People
Weigh Costs and Benefits
•How will the benefits outweigh the costs?
–From your reader’s perspective
–Relate to “mission” and core values

19. •Money
•Time
•People
•Materials
•Lost income
•Lost reputation
•Lack of safety
•Unrealized opportunity
Benefits Must Outweigh Costs
•Convenience
•Success
•Leadership
•Reputation
•Engagement
•Inspiration
•Confidence
Costs
Benefits (Values)

20. Benefits Must Outweigh Costs
•Save money
•Save time
•Productivity
•Efficiency
•Safety
•Make more money

21. Persuasive Solutions — Review
•Explicitly state the solution
•Emphasize relatedness to problem
•Categorize and itemize costs
•Reinforce benefits
•Transition to conclusion

22. Conclude with Power
•The conclusion is the time to ask for what you want!
–Remind reader that change is necessary
–Emphasize the benefits of making a decision
–Paint a picture of success
–Ask for the “sale”

23. •Characteristics of persuasive proposals
•How to organize parts of a proposal
•Choosing content that persuades
•Revising for power
•How to balance costs and benefits
•Articulating “the ask”
What We Learned

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