The Hidden Buyer

How to protect yourself against the unseen enemy The meeting ended with smiles and handshakes but the next day you learned the truth. You had lost the deal. What went wrong? One possibility is your proposal. Most of us are pretty good at selling. We do it face to face. We do it over the phone. Some of us are even fairly talented at selling in letters. But how many of us sell in our proposals? Sell in proposals? You might have heard me lecture that proposals should contain no surprises and that they should summarize the agreement that was already reached by the parties. So where does the selling come in? It comes in with the hidden buyer