The key to writing a winning proposal is designing it so that it sells to someone you may never meet, who has very limited time and even less technical aptitude to appreciate your solutions features, who doesnt like details and is both highly and expertly skeptical.
You will find there are two basic types of readers of your proposals; the patient reader who will review your proposals exactly as they are laid out, from the front cover to the last page. The other type is the attention-challenged reader who will rip directly to the page they hope to find the information they want to read and will base their entire impression of the worth of your proposal based on what they find there. Most salespeople prepare for the patient reader, even though they know he is very rare. We will be ready for both.