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The short pitch proposal 20110805 (2)

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The short pitch proposal 20110805 (2)

  1. 1. The Short-Pitch Proposal<br />Laura Faulkner, PhD<br />FalconDay Consulting<br />Making your customer your champion!<br />
  2. 2. Let me tell you a bedtime story…<br />
  3. 3. Each fell victim to the “Long-Pitch”Proposal<br />
  4. 4. What most believe is the impressive model that will get you the funding.<br />They think we’re wonderful!<br />The 50-Page Impressive Proposal<br />Learn, Study, Research<br />$<br />Cha-ching! They give us lots of money!<br />
  5. 5. Or if you’re in product dev...<br />They think we’re wonderful!<br />The Super-Deluxe Impressive Product Model<br />Build,<br />Build,<br />Build<br />$<br />Cha-ching! They give us lots of money!<br />
  6. 6. Tonight’s take-aways:<br />If you can’t sell it in 1-3 slides, you’re wasting your time.<br />50-page proposals, up front, are a waste of time and won’t get you anywhere.<br />Write those only after you have ‘closed the deal.’<br />
  7. 7. Reality 1: No one reads your 50-page proposal.<br />
  8. 8. Reality 2: Individual humans make these decisions.<br />
  9. 9. Reality 2: Individual humans make these decisions.<br />
  10. 10. Reality 3: Each human has multiple pressures and needs to be met.<br />Particularly, they need to keep their jobs or advance their careers. To so that, they need to show their superiors that they rock.<br />
  11. 11. How can you help them totally rock?<br />
  12. 12. How can you sell that in one slide?<br />Baby, you and me, yeah…<br />It’s simple as A, b, c, 1, 2, 3, do, re, mi …<br />It begins with a conversation.<br />
  13. 13. The conversation<br />Examples from Defense contract sales<br />
  14. 14. Sell to civilians, not green-suiters.<br />Lesson: Understand who is actually your customer, and why.<br />
  15. 15. 2. Identify and name what would most help that civilian.<br />Lesson: You sell to individuals, not organizations.<br />Caution: You convince one individual, but that one has to convince 6 others.<br />
  16. 16. 3. The civilian’s goal: Get next year’s funding.<br />Lesson: Learn to hear (or discover!) what that one person needs to make happen for his or her organization as soon as your contract is ‘done.’<br />
  17. 17. 4. The civilian’s two motivations: Keep job, increase recognition.<br />Lesson: Think through what is the driver behind that individual’s approach and need.<br />
  18. 18. What does the civilian need to get next year’s funding?<br />Proof that this year’s was of value.<br />Proof that his or her organization is of value. <br />
  19. 19. Ask the question: What do you most need to show (your superiors) at the end of this year?<br />
  20. 20. Ask: Fast forward 5 years, what do you most need to have accomplished?<br />
  21. 21. Why this works: A sponsor is far more interested in his or her own problem, than in your beautifully crafted solution.<br />
  22. 22. This will require that you be flexible in what you are offering.<br />
  23. 23. Most satisfying for both: When you can map your beautiful solution to the problem.<br />Caution: It must solve the real problem of the sponsor in a way that they can describe to superiors.<br />
  24. 24. Now, get the money!<br />
  25. 25. Answer the most critical need.<br />Maybe we could start with a moped, instead!<br />
  26. 26. Start with the smallest possible ‘document’.<br />The 50-Page Impressive Proposal<br />One Slide<br />Vs.<br />
  27. 27. Products / Deliverables<br />Pain point<br />Solution proposed<br />Benefits & support<br />
  28. 28. Think of it as Twitter for biz dev.<br />You *can* say it 140 characters.<br />
  29. 29. A Smashing Title<br />Pain point title. Tell them all about their own problem, so that they experience it again. Let them know you understand them, their needs, and feel their pain. Loremipsum until you are done. Write too much, and they won’t read this either.<br />Products or deliverables. Here’s where you finally get to tell them all about the shiny new things you have or will make for them. Be sure to tell them in their words, not yours. They don’t really speak your language.<br />Solution. Here is the lovely gateway from pain to your awesome solution. This is what you will do along the way.<br />Benefits & Support. The fabulous reasons why they should buy this, and why they should do business with you. Bonus points for naming dignitaries within their organization that you have already talked with and support your proposed solution.<br />Contact Info. …that’s where you’ll find me.<br />50<br />50<br />50<br />50<br />50<br />100<br />
  30. 30. Need more? Do The Whitepaper.<br />Let’s co-create!<br />
  31. 31. Now that we have their attention<br />
  32. 32. The 50-Page Impressive Proposal is the “contract before the contract.”<br />
  33. 33. And for you?<br />Go from fried …<br />
  34. 34. … to freedom<br />
  35. 35. It’s the short-pitch proposal.<br />You win!<br />A/K/A<br />The Great Lost Art <br />of the <br />Quad Sheet.<br />
  36. 36. The punchline!<br />Use simplicity to get attention, adapt, and get acommitment. <br />
  37. 37. The punchline!<br />Don’t make yourself crazy:<br /> Start with the moped.Then build the Winnebago!<br />
  38. 38. FalconDay Consulting<br />Laura Faulkner, PhD<br />Laura@FalconDay.com<br />512-964-2323<br />Making your customer your champion!<br />

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