The Compelling Proposal builds on the principles in The Irresistible ValueProposition to transform the document that everyone loves to hate—on both sides ofthe deal—into a concise seven-page tool for bridging selling and negotiation.Written in the customer''s language, your compelling proposal will dramaticallyincrease engagement by presenting multiple acceptable options to the buyer, givingthem a rare opportunity to participate in crafting a deal that is good for bothsides. As a result, you will establish trust, build credibility, and make it easyfor the customer to buy from you! From the book: "The current state of supplierproposals is truly abysmal." "The compelling proposal is focused on the customer,the outcomes they are trying to achieve, the deal levers that will best enable themto achieve those results, and options for moving forward. What customer would notlike that?" "Your role is to make it easy for the customer to choose you and yourfirm by building trust and credibility while managing any uncertainty surroundingthe deal." "If you want your customer to trust you, show them what you know abouttheir business, not what you know about yours."
