The deepest urge in human nature is the desire to feel important

Dale Carnegie’s second principle is simple but powerful: Give honest and sincere appreciation.

Charles Schwab, one of America’s first million-dollar executives (and we’re talking 1921 money), put it this way: 

“I consider my ability to arouse enthusiasm among my people to be the greatest asset I possess. The way to develop the best in a person is by appreciation and encouragement.”

When it comes to proposals, your team in the background needs that appreciation: 

• The sales support warriors, including marketing, graphic designers, and don't forget the tea lady!

• The subject matter experts. 

• The product/ service development and delivery teams.

They’re the ones who turn your promise into something credible. Yet too often, they’re brought in at the last minute, with an “urgent tender due tomorrow” and zero context. Cue chaos, frustration and eye-rolling.

Truthfully, nothing kills enthusiasm faster than being treated like a copy-and-paste machine. Asking your team to rewrite content they already provided for other proposals (because someone can’t be bothered to look for it, polish it up or tailor it properly), does not inspire excellence… it drains goodwill.

Give your people what they want: appreciation, support and time.

• Share your enthusiasm in the new opportunity with your team, keep them in the loop and value their input. After all, it’s in everyone’s best interest that your company wins new business.

• Keep your content library organised and up to date with persuasive and consistent information. Remember to schedule reviews to refresh and realign the approach and features with your latest offerings.

• Orientate new content contributors so your write ups have a unified voice and level of detail.

• Leave space for the team to focus on crafting the solution, developing your win theme and tailoring the executive summary to the client’s goals.

A team that feels appreciated performs like one that’s already won.

Proposals don’t win deals. People do. And people who feel valued, trusted and prepared will always give you their best honey.