280 INDEX value customer's definition of, 65­66 of good proposals, 6­10 graphic presentation of, 66­67 quantification of, 66 value propositions, 64­74 in answers to RFP questions, 170­171 customer values in, 71­74 description of, 64­65 differentiators in, 69­74 elements of, 68 evidence to support, 71 and principles of effective, 65­68 and types of value, 68­69 values, customer, 71­74, 90­92 verbal illustrations, 85 virtual proposal centers, 263­265 visionaries, 81­82 visual aids, 233­235 visual illustrations, 85 warnings, on proposals, 144­145 Weasel (language), 96 Webb, Nancy, 225, 226 Web sites, researching companies with, 47 win/loss analyses, 243 win ratio in target markets, 248­249 sentences, length and syntax of, 97­99 Simple Heuristics That Make Us Smart (Gerd Gigerenzer, et al.), 57, 58, 63 simplicity, 216, 239 single-factor decision making, 60­62 social goals (social value), 51­52, 68 social proof principle, 36 solutions best fit, 54 customer needs/goals and, 164­166 functions of, 161­162 in letter proposals, 130 in NOSE pattern, 32­34 proactive, 62 processes of, 70, 86, 162­163 recommending, 160­161 sample statement of, 33­34 Spears, Dana, 217­218 specialized content, 86, 87, 89 staff, proposal center, 258­261 storyboarding, 114 strategic goals (strategic value), 50, 68 strategic questions, 167, 240 structure, editing for, 211, 222­223 style, editing for, 212­213, 222 subject-matter experts, 181­182, 260 success, four maxims of, 23­24