Answer to Question 1
Answer: A company that submits a proposal has an ethical obligationthe obligation to provide content that is honest and accurate. It is unethical to bend the truth to make the sale. As a writer, avoid these common traps that undermine the integrity of your proposal:
Do not knowingly exaggerate the benefits of your proposal or hide the costs in order to meet your audience's requirements or expectations.
Do not overpromise what you can deliver.
Do not ignore technical difficulties.
Do not dismiss or suppress other viable options that your audience should consider.
Do not make negative statements about your competitors' products and services. If you must compare, make sure your comparisons are factual and not biased.
Answer to Question 2
Answer: Near the beginning of the proposal, summarize the current business problem, need, or opportunity. This summary serves three persuasive purposes:
In a solicited proposal, the summary gives the audience confidence that you have listened to them carefully, truly understand what they are trying to accomplish, and are able to present an appropriate solution. It builds your credibility.
In an unsolicited proposal, summarizing the problem, need, or opportunity helps convince the audience that they will benefit from continuing to read so they can learn about your proposed solution or idea.
In any proposal, the initial summary is the setup for the final recommendation. If you articulate the problem, need, or opportunity at the beginning of the proposal, you will be able to show at the end of the proposal how your recommendation solves the problem, addresses the need, or takes advantage of the opportunity.
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