The P | A | S approach to building trust in your solutions

In his book Persuasive Business Proposals, Tom Sant sets out his P | A | R approach to writing case studies.

Here, P = Problem (set out the problem that needs solving); A = Action (action you needed to take to resolve the problem); and R = Result (self-explanatory).

I like Sant's work a lot and as with most authors whose work I like, I adapt their approach if I think it fits nicely with a business development tactic/initiative.

So for this BD Tips Wednesday post I thought I would introduce you the P | A | S approach to building trust in your ability to solve a client's problem.

The P | A | S approach

P = Problem

First of all you need to identify a problem that your client or target client either has or may have. This could be a compliance issue, the consequences of a change in legislation, etc.

Whatever it is, there needs to be a problem that needs solving.

A = Articulate

Second, you need to be able to articulate what the problem is in a way that your client or target client understands. This means, don't over complicate the issue - follow the KISS approach!

S = Solution

Lastly, you need to provide what the solution might look like. Again, you need to articulate in easy bite-size pieces how your solution will tackle or solve the problem in a way that means the client or target client choses you over your competitors.

Bringing it all together

Now you have a P | A | S structure to evidencing how you can solve your clients' problems, the next time you sit down to write a piece of thought leadership or marketing material, take a few minutes to write down on a piece of paper: "Am I addressing the P | A | S issues?".

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