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Before and after example: How to make your proposal about the customer instead of making it about your company

Describing your own company is a mistake, even when the RFP uses the word “describe.” The customer doesn’t care about your company, they care about what they are going to get and whether you can deliver as promised. They ask for the description because they want to assess that ability. 

The following example is loosely based on proposal content that was actually submitted to the customer, with some changes to hide the identity of the company that submitted it. The company was not one of our customers (but probably should be). 

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