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  • Writer's pictureCXSparrow

Every business proposal must address this one underlying question:



"๐—›๐—ผ๐˜„ ๐˜„๐—ถ๐—น๐—น ๐˜๐—ต๐—ถ๐˜€ ๐˜€๐—ฎ๐˜ƒ๐—ฒ ๐—บ๐—ผ๐—ป๐—ฒ๐˜† ๐—ผ๐—ฟ ๐—บ๐—ฎ๐—ธ๐—ฒ ๐—บ๐—ผ๐—ป๐—ฒ๐˜†?"


Businesses exist to make money by creating value for customers. The closer you are to generating revenue for your organization, the more leverage you have.


Here are other variations of the question, "how will this save money or make money?":


1. ๐—›๐—ผ๐˜„ ๐˜„๐—ถ๐—น๐—น ๐˜๐—ต๐—ถ๐˜€ ๐—ฑ๐—ฟ๐—ถ๐˜ƒ๐—ฒ ๐˜๐—ต๐—ฒ ๐—ฏ๐˜‚๐˜€๐—ถ๐—ป๐—ฒ๐˜€๐˜€? โ€œDriving the businessโ€ is another way to say โ€œmaking money for the business."

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2. ๐—›๐—ผ๐˜„ ๐—บ๐˜‚๐—ฐ๐—ต ๐—ถ๐˜€ ๐˜๐—ต๐—ถ๐˜€ ๐—ฐ๐—ผ๐˜€๐˜๐—ถ๐—ป๐—ด ๐˜๐—ต๐—ฒ ๐—ฏ๐˜‚๐˜€๐—ถ๐—ป๐—ฒ๐˜€๐˜€? Money is also wasted time, lost brand equity, lower team morale, decrease in customer satisfaction, etc.

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3. ๐—ช๐—ต๐—ฎ๐˜โ€™๐˜€ ๐˜๐—ต๐—ฒ ๐—ณ๐—ฟ๐—ฒ๐—พ๐˜‚๐—ฒ๐—ป๐—ฐ๐˜† ๐—ฎ๐—ป๐—ฑ ๐—บ๐—ฎ๐—ด๐—ป๐—ถ๐˜๐˜‚๐—ฑ๐—ฒ ๐—ผ๐—ณ ๐˜๐—ต๐—ถ๐˜€ ๐—ฝ๐—ฟ๐—ผ๐—ฏ๐—น๐—ฒ๐—บ? Share how often the problem happens and the severity of the impact each time it happens.

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4. ๐—ช๐—ต๐˜† ๐—ป๐—ผ๐˜„? Businesses are basically a neverending list of one problem after another, so you need to focus on solving the most important problems first.

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5. ๐—ช๐—ต๐˜† ๐—ถ๐˜€ ๐˜๐—ต๐—ฒ ๐—ท๐˜‚๐—ถ๐—ฐ๐—ฒ ๐˜„๐—ผ๐—ฟ๐˜๐—ต ๐˜๐—ต๐—ฒ ๐˜€๐—พ๐˜‚๐—ฒ๐—ฒ๐˜‡๐—ฒ? This is about upside and ROI, and why it's worth (or not worth) spending effort and resources.

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6. ๐—›๐—ผ๐˜„ ๐—ฑ๐—ผ๐—ฒ๐˜€ ๐˜๐—ต๐—ถ๐˜€ ๐—บ๐—ฎ๐—ธ๐—ฒ ๐—ผ๐˜‚๐—ฟ ๐—ฐ๐˜‚๐˜€๐˜๐—ผ๐—บ๐—ฒ๐—ฟโ€™๐˜€ ๐—น๐—ถ๐—ณ๐—ฒ ๐—ฏ๐—ฒ๐˜๐˜๐—ฒ๐—ฟ? Happier customers will stay around and continue buying from you, which means growing the business.

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7. ๐—›๐—ผ๐˜„ ๐—ฑ๐—ผ๐—ฒ๐˜€ ๐˜๐—ต๐—ถ๐˜€ ๐—ด๐—ฒ๐˜ ๐˜‚๐˜€ ๐—ฐ๐—น๐—ผ๐˜€๐—ฒ๐—ฟ ๐˜๐—ผ ๐—ผ๐˜‚๐—ฟ ๐˜๐—ฒ๐—ฎ๐—บ ๐—ผ๐—ฟ ๐—ฐ๐—ผ๐—บ๐—ฝ๐—ฎ๐—ป๐˜† ๐—ด๐—ผ๐—ฎ๐—น? Frame your idea as a means to an end for achieving growth goals.

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8. ๐—ช๐—ต๐—ฎ๐˜ ๐—ฏ๐—ฎ๐—ฑ ๐˜๐—ต๐—ถ๐—ป๐—ด๐˜€ ๐—ต๐—ฎ๐—ฝ๐—ฝ๐—ฒ๐—ป ๐—ถ๐—ณ ๐˜„๐—ฒ ๐—ฑ๐—ผ๐—ปโ€™๐˜ ๐—ฑ๐—ผ ๐˜๐—ต๐—ถ๐˜€? ๐—ช๐—ต๐—ฎ๐˜ ๐—ด๐—ผ๐—ผ๐—ฑ ๐˜๐—ต๐—ถ๐—ป๐—ด๐˜€ ๐—ต๐—ฎ๐—ฝ๐—ฝ๐—ฒ๐—ป ๐—ถ๐—ณ ๐˜„๐—ฒ ๐—ฑ๐—ผ? I call this framework โ€œBad Things/Good Things.โ€ Itโ€™s one of my favorites. Some people are more compelled by fear of loss and want to mitigate downside risk, while others care more about new gains and upside. This covers both.


Donโ€™t only say โ€œthis costs us money" or "this is an opportunity to drive growth." Share evidence about why and how, including quantifying the amount and painting a picture to help your audience feel the impact.

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