I’m fresh from an interesting debate with a company which has a heavy high-street presence selling to consumers. Their shops are wonderful: state-of-the-art retail design, trendy, eye-catching, impressive. They’re now doing more and more work in the business-to-business space.
In a same vein, I often like to pick up copies of the latest marketing leaflet in the reception area of the companies I visit. Glossy, professional photography, copy-written to the highest standards – yet I doubt a brochure ever won a single piece of business. Meanwhile written proposals, which do have a huge impact on customers’ contract awards, suffer from continuing under-investment and neglect.
And while I’m talking about B2B proposals, I’m reminded of my theory that proposals are never really “B2B” documents. They’re “P2P” – about the people in the bidder’s team writing documents for the people sitting around the buyer’s evaluation table!