How to understand the prospect and create the most dynamic sales proposal?

1.Find the Key Decision you want them to make.
What decision do I want my audience to make?

2. Understand how they make their decisions. [PEG FAS]
Key #1: Greed. “If we make a decision now, we’ll get a big reward.”
Key #2: Fear. “If we don’t make a decision now, we’re basically toast.”
Key #3: Altruism. “If we make a decision now, we’re good people.”
Key #4: Envy. “If we don’t make a decision now, the other guys will win.”
Key #5: Pride. “If we make a decision now, they’ll know we’re smart.”
Key #6: Shame: “If we don’t make a decision now, they’ll know we’re dumb.”

NOT MADE - RAISE the likelihood of pain and LOWER the likelihood of pleasure.
IS MADE - RAISE the likelihood of pleasure and LOWER the likelihood of pain.

3.Research the audience to understand how they make their decisions.
If you are going to create the emotions that drive decision-making, you need to know not just the audience’s current emotional state but also the beliefs that they’re using to evaluate the emotional weight of anything that you might present to them.

However, please remember that it is not the information that is important, but the emotional effect that your use of the information will have upon the audience.

For example, if a company sees IBM as their main competition, the “fear” and “envy” segments are best stated in terms of competing with IBM.

Similarly, if a firm’s management consists of evangelical Christians, altruistic appeals to “saving the environment” will likely fall flat.

For the new CIO "If I screw up; I’ll lose this job"