The difference between a winning proposal & one that comes in second is only two to five points on a 100-point scale. Designed to narrow that gap, this book supplies all the tools needed to generate consistently successful proposals that elicit new clients & contracts & win over peers & senior management on a new project. The secret is in the authors' systematic, easy-to-understand method currently used to train hundreds of consultants at A.T. Kearney & KPMG Peat Marwick. It shows how to crystallize & develop key proposal messages & themes. And it uses an extensive selection of worksheets to help organize & sequence the key psychological decisions necessary to move the buyer-of the proposed service, product, or idea-from the current situation to the desired outcome.