Five Books to Help You Win More Requests for Proposals
I’ve read a lot of books over the years about sales, writing, and proposals. Each of these fundamentally shaped how I run (and win!) bids.
Most sales books and proposal management books are not well-written. Most of them should have been a long-form blog post.
Yet a few of these books fundamentally changed how I approached proposal and capture management and resulted in higher win rates, efficiency, and quality.
When I read a book that makes me step back and re-think my process or my strategy, I get really excited.
If you are a sales manager, salesperson, or proposals person, and you want to start winning more RFP contracts, then these books are for you:
📚 “The Challenger Sale” by Matthew Dixon
This book quite literally changed how I look at winning RFPs, even though it isn’t really about RFPs at all. When I see sales and proposal teams implement this sales methodology, win rates soar. I am obsessed. I will always be obsessed.
This book challenges conventional sales wisdom by advocating for a sales approach focused on teaching, tailoring, and taking control. Dixon introduces the idea of the 'Challenger' sales rep, who succeeds by offering unique insights and pushing customers out of their comfort zone. For sales managers, implementing the Challenger Sale methodology could mean a significant shift in strategy but one that promises improved sales performance and a competitive edge in complex sales environments.
📚 “Winner Takes All: Seven-and-a-half Principles for Winning Bids, Tenders and Proposals” by Scott Keyser
Scott Keyser’s book is a comprehensive guide to mastering the art of crafting winning proposals. It outlines seven-and-a-half principles that emphasize clarity, persuasion, and the strategic presentation of information. Sales managers will find this book invaluable for developing a structured approach to bid management, enhancing their team's proposal-writing skills, and ultimately securing more wins in competitive tender processes.
📚 “Words that Sell” by Richard Bayan
A veritable thesaurus for marketers and sales professionals, "Words that Sell" offers an extensive list of words and phrases designed to catch attention and persuade. Bayan's book is an essential tool for sales managers looking to refine their messaging and improve the effectiveness of their sales pitches, proposals, and marketing materials. It's particularly useful for crafting compelling narratives that resonate with clients and drive sales.
📚 “FastTrack Bid Management: The Bid Manager’s Handbook” by Lee Lister
Lee Lister provides a practical, step-by-step guide to managing the bid process effectively. From identifying opportunities to submitting winning bids, this handbook covers it all, making it an essential resource for sales managers and bid teams alike. Implementing its strategies can lead to a more organized, efficient approach to bid management, increasing the chances of success in competitive bidding scenarios.
📚 “The Challenger Customer’’ by Matthew Dixon
Building on the concepts introduced in "The Challenger Sale," this book shifts the focus to the buying side, identifying the 'Challenger Customer' as a key player in the sales process. Dixon and his co-authors argue that engaging with these challenging customers, who have the insight and influence to drive change within their organization, can lead to more significant sales opportunities. Sales managers will benefit from understanding how to identify and engage these customers, aligning sales strategies to address their needs and driving consensus among buying groups.
Each of these books offers unique insights and strategies that can help sales managers and their teams refine their sales approach, from enhancing proposal writing to engaging with complex customers, ultimately leading to increased sales success.
