Winning Interaction: Foregrounding the Customer in Technical Proposals
http://www.stc.org/confproceed/1997/PDFs/0006.PDF

England, R. Bred
STC Proceedings
1997

Abstract:

A change in the world of saies toward more constitutive approaches to the customer has nor generally been reflected in the sales proposal, often the most crucial interaction between supplier and customer. A few simple guidelines.for the preparation of proposals can lead to oetter 'foregrounding' of the customer. Puttrng the customer In the foreground means that customer objectives and benefits are the structuring principle for the proposal.