A student recently asked me about writing business proposals that will be read by a variety of readers. Here’s his question:
In a multi-level sales process, who is my audience?
I’m a leader with a management consultancy firm, and approving our work often requires multiple levels of leadership to read our work. Sometimes it’s the end user who does the reading and then recommends his pick to the buyer. Other times the top buyer does all the reading. In cases in which a writer doesn’t know exactly whom to write to, how do you chose which reader you should be channeling?
Here’s my answer: (more…)