Power of Persuasive Proposals

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Every proposal is first and foremost a sales document aimed to persuade the evaluators to award the contract to you. “Selling” in proposals is often misunderstood, however, because it happens to be a dirty word for many technical, engineering, scientific, and Government personnel. It is unfortunate because true selling in proposals doesn’t look anything like what’s associated with all the negatives of selling: a superficial snow job slathered in adjectives. Ironically, the same people who despise sales, use the techniques that come across as cheesy sales when they start proposals with the tired “We are pleased to submit” and continue to beat the chest of the bidder on how they are “world class” at something, and they can be trusted to do this work because of their stellar past performance on another project (with little explanation of how they plan to execute the work).

This class delves into the top five elements of proposal persuasion to raise your probability of winning (Pwin). It shows you how to master the techniques of “selling” your solution the right way, so that it is clear, concise, and highly compelling – and doesn’t require a single “world class” to convince the evaluators that you are the one to select. This class will help you distinguish yourself from the competition by persuading the evaluators in subtle and effective ways that will magnify your proposal’s message.


olessia-new-smallOlessia Smotrova-Taylor, CF.APMP
Fellow, president and CEO of OST Global Solutions, Inc., has more than 20 years of experience in business development, communications, and marketing, including more than 15 years in contract capture and proposal management. She led winning bids for four out of five top Government contractors, winning more than $20 billion over the course of her career. She is the author of the book How to Get Government Contracts: Have a Slice of $1 Trillion Pie. She also consults and teaches others how to get contracts with the Government and large commercial organizations, as well as developing processes, tools, and Bid & Proposal Academy courses that enhance business developers’ abilities to win business. She has taught a graduate course at the Stevens Institute of Technology, and provided training to Treasury and NASA. She has served for two years as the President of the National Contracts Management Association (NCMA) Bethesda/Medical Chapter, and for 2 years as the President of the Association of Proposal Management Professionals (APMP) National Capital Area Chapter. She is recognized as an APMP Fellow for her contributions to the field of capture and proposals – the highest honor in the business development profession. Prior to supporting hundreds of Fortune 500 companies and small businesses as a proposal consultant and growing OST, she worked as a business developer for Raytheon and Lockheed Martin, and wrote for the Financial Times of London.

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