Emphasize your differentiators and explain how they add value for the customer

You have to read the previous post to follow suit. Third, find out what kind of outcome the key decision maker thinks is most important for his or her company. Is it increased revenue? Regulatory compliance? Elimination of downtime? Whatever the customer thinks is important defines the value proposition. If we provide the right information in the right way, one that corresponds to the processes our customers use to make decisions, our chances of winning business will soar. And, after all, winning business is what writing proposals is all about.