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raise/rise, 223
rapport
personalization and, 8–9
proprietary rights and, 136
rate of return
cost/benefit analysis and, 122–123
in decision making, 26–27
readability, 235, 236–238
receiver, in persuasion, 39
recognition, in decision making, re 23–24
recommendations
answers to RFP questions, 165–167
case studies in, 163–164
in client-centered messages, 51
guidelines for preparing, 154–157
offering specific, 75
persuasion and, 32, 164–165
in proposals, 72–75, 132–133, 146–172
sample solution description, 161–162
Red Team reviews, 238–241
references, for research proposals, 181
reframing, 196–197
relationship with client, 74, 86
requirements checklist, 94
research proposals, 174–186
preparing, 175–183
sample, 183–186
sponsorship analysis, 174–175
r sum s, 164–165, 176, 180
RFPs (requests for proposals)
analyzing, 83–84, 172
compliance matrix and, 167–169
free consulting and, 14, 90–91, 134–135
persuasive answers to questions in, 165–167
as springboard for understanding client needs, 44–45
risk minimization, 111
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