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The best proposal outline is written from the customer’s point of view

Your proposal outline is the first step in fulfilling the customer's expectations

When you receive a proposal, what information do you need in order to decide whether to approve it? The decision maker starts with questions and looks for answers. They don’t read your proposal. They look for answers.

When you are the decision maker, your questions might include:

See also:
Proposal outlines
  • What am I going to get or what will the results be?
  • What do you want (from me)?
  • How much is it going to cost and is it worth it?
  • What will it take to make it happen?
  • What could go wrong?
  • Why should I believe you?
  • What alternatives do I have?

Now pretend that you are receiving a proposal from someone who wants you to do something, approve something, or buy something. Think about the first thing you want to read. If you weren’t expecting to receive a proposal, it might be “What do you want (from me)?” “What are you asking me to do?” or “What do I have to decide?” If you were expecting the proposal, then the first thing you'll probably want to know is “What am I going to get?” “How much better off will I be?” “Did they get it right?” or “Is it complete?”


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