# Winning
Featured Content for Winning
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The best way to write a great proposal is to get inside the mind of the evaluator and make it easy for them to reach the desired conclusions. It helps to be able to read the proposal like an evaluator. This can be challenging when you don’t know who the evaluators are. But you can still anticipate what an evaluator has to go through and how they’ll approach looking at your proposal. You might also consider the culture of the customer’s organization and the nature of what they are procuring.
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A lot of companies do exactly the wrong thing when faced with a must win opportunity. They try to make sure they don’t lose. They give the customer exactly what they ask for in the RFP. They may even make improvements here or there, if they can do it within the boundaries of the instructions. They try to be exactly what the RFP says the customer wants. They never realize that they are setting themselves up to lose. When your goal is to write a good proposal, here is what you get: Me
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Each time you start writing without a plan for what you are going to write, I’m going to start with the points my writers are going to prove. Every time you try to figure out what to offer by writing about it, puts me several drafts ahead of you. Every time you start your proposal without input puts you another draft behind me. Every day one of your people misses a deadline is a day added to my schedule. Each time you start without customer insights puts my score ahead of yo
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