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High-level readers of proposals, those either making or influencing the selection decision, often only skim proposals, looking at the graphics that stand out, then reading the captions, headings, highlight statements, and the executive summary. These readers must be able to see why you should be selected without reading any body text. If your proposal graphics are not leading the evaluator to key information, then they are missing the mark.

This is a common problem when moving into a new market space. Perhaps you’ve discovered the perfect product for the customer who needs it, but unless they know who you are and the quality your company is committed to, you may still risk losing the opportunity.