The Anatomy of a Value Proposition: Using the Differentiation Framework to Write Proposal Content that Gets Shortlisted

The Anatomy of a Value Proposition: Using the Differentiation Framework to Write Proposal Content that Gets Shortlisted

Proposals should position your firm to win – they’re sales documents! It needs to persuade the reader that your firm is the best firm for that project. But this is often hard to do when our firm is just like our competitors. How do we truly find those differences, and then translate those into persuasive proposals?

Enter in the Differentiation Framework. This can be used on any proposal, for any client, and in any market. This program walks you through the Differentiation Framework with the end result that of value proposition that gets shortlisted.

Learning Objectives

  • Understand what makes a proposal persuasive
  • Learn how to apply the Differentiation Framework to your proposals
  • Get ideas on how to infuse creativity into each proposal

Liza Hall, MBA, CPSM

AI Education Specialist

LJH Consulting

Ms. Hall is an AEC Marketer specializing in data analysis and content creation utilizing artificial intelligence (AI). With over 20 years of expertise in market research and strategy for client relationships and proposals, she is passionate about empowering professionals to leverage the power of AI to drive innovation and achieve their goals. Ms. Hall completed the AI for Business Specialization from the University of Pennsylvania, where she honed her skills in AI applications and data-driven decision-making. She also obtained the Generative AI Assistants and Generative AI Automation Specializations from Vanderbilt University. Ms. Hall works with organizations and AEC professionals to develop and implement AI solutions that enhance operational efficiency, improve client engagement, and create a competitive edge.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!


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The Anatomy of a Value Proposition: Using the Differentiation Framework to Write Proposal Content that Gets Shortlisted
Proposals should position your firm to win – they’re sales documents! It needs to persuade the reader that your firm is the best firm for that project. But this is often hard to do when our firm is just like our competitors. How do we truly find those differences, and then translate those into persuasive proposals? You must register to access.
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