Don't abandon your commitment

       Vendors are invited to send in their proposals by posting them to a web site, e-mailing them, or responding in forms posted on the web. To the extent that companies are using this kind of technology to save time and money, it's helpful. But when they post a spreadsheet or a rigid form, asking potential vendors a disservice. By reducing the buying process to spreadsheet comparisons, a company treats all products and services as commodities and limits the ability of providers to offer anything creative. Differentiators disappear and calculations of ROI or value become very difficult. All the same, you may still have an opportunity to use the principles we discuss in this blog. For instance, if you are allowed to submit a cover letter with your form, turn it into an executive summary. It's not an ideal situation, but if you are forced to respond in a spreadsheet, don't abandon your commitment to communicating persuasively.