A few reminders about proposal writing!
When working with our clients on both growth and sale projects we often get to see their proposals, whether these are long tender responses, PowerPoint ‘pitches’ or brief e-mails summarising a verbal agreement. We look at them in the context of building equity value, both in terms of strength of their 'unique value proposition and win ratios. As you would expect some are good and some not so good.
Here are a few of the most common problems we see, so before sending off your next proposal, it may well be worth applying the check list below:
The clients problems/pains are clearly defined and quantified
Pain, rather than gain, is the normal motivating factor in making a purchase decision. Where ‘gain’ (such as more sales) is the subject, hint at the ‘pain’ of losing opportunities to the competition. Numbers, numbers, numbers. Where possible, hint at how these affect the individuals making the purchase decision, as well as his/her boss and the organisation overall.
The benefits of your proposed intervention are explicit
The must be no doubt in the mind of the decision maker about how the intervention solves their problem.
The nature of your work is clear, and explains how the benefits will be delivered
The client must be certain about what s/he is letting himself in for, and the effect that the engagement will have on the organisation.
Demonstrate capability to deliver the benefit
The results of the intervention will be uncertain, and the client needs to understand the risk of engaging you. Demonstrate your ability through case studies, testimonials or white papers.
Refer to price as an investment not a cost
Cost is a negative word; use ‘fees’ or ‘investment’.
Everything should pass the ‘so what’ test
Other than necessary appendices, no content should be considered as irrelevant to the understanding required for the reader to reach a positive decision. The fact that something may be interesting is no reason to include it!
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