CHAPTER 6Analyzing the Buyers
Generic structure, as we discussed in Chapter 1, primarily relates to the logic of proposals. Unless you’re selling equations to a logician or theories to a scientist, however, logic is rarely enough. That’s why you’ll have to use more than logic. You’ll have to give me, your potential client, more than technical expertise or a logically constructed methodology, more than elegant-sounding résumés or qualifications statements that I know look pretty much the same in every proposal you prepare. You’ll have to convince me that I want to work with you.
Think about what you offer to me: you often don’t know what you’re going to make (i.e., what you’ll deliver to me) until you make it. You operate more like a medical doctor ...
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