HOW TO WRITE A BUSINESS PROPOSAL THAT GETS YOU THE BUSINESS!
by Dr. Jeffrey Lant
When was the last time this happened to you? A client
prospect says, "Your ideas sound good. Why don't you send me
a proposal so I can submit it to the powers that be?" Fueled
by happiness (and motivated by your impending fat contract)
you work hard to create a document that seems to you about
as perfect as any proposal could be.
The proposal is dispatched. You sit back and wait, counting
your chickens before they're hatched, certain you've got a
winner.
... but the damned thing gets rejected!
Sound familiar? Well, if it doesn't, it's because you're an
ingenue who's only been in the proposal-writing business
about five minutes -- or because you know the secrets of
writing business proposals that really do get you the
business. Here are those secrets.
#1 The Purpose Of A Proposal Is Not To Write A Proposal But
To Make A Sale
Are you wondering why I'm including what must seem the most
obvious thing you've ever read? Well, the reason for
including this point is because it seems to me too many
people see the writing of the proposal as an end in itself
instead of a necessary part of a process that gets you what
you really want, namely the sale. Writing a proposal, no
matter how perfect, must never be the significant objective;
it must always take second place to the end that really
matters: persuading a designated prospect to give you his
business.
While this may seem obvious, I assure you that even the most
cursory reading of most proposals would convince you
otherwise. These documents lose sight of the main objective
and the main purpose of the proposal: getting you business.
Remind yourself of this salient fact as you start work on
your proposal. Say to yourself, "I'm writing this proposal
for one reason and one reason only: to land a client. With
this in mind, I intend to closely scrutinize this document
to determine if everything in it assists me in realizing
this objective... or retards the achievement of this
objective. Nothing that does not help me achieve my main
objective can be allowed to remain; anything that assists me
in achieving it must be included."
Now you know the game: landing the client. And you know what
you must do: find everything you can that will make this
outcome likely -- and use it. And discard everything that
works against it -- and rigorously exclude it. We're on the
right track.
#2 Start Your "Client-Centered" Research Process
Successful proposals are client-centered proposals. That is,
they are proposals that are clearly founded on precisely
what the client wishes to achieve and which demonstrate to
the client that he will have an enhanced likelihood of
achieving what he wants working with you. This suggests
several things:
i) the successful proposal is based on the client's wants,
and
ii) until you know these wants you cannot write the
successful proposal.
Go back for a minute to our opening vignette. The prospect
seems happy. He likes your ideas and asks you to submit your
proposal. It may seem like good manners to go back and start
on the proposal right then... but it's just downright
stupid.
Before you can submit a proposal that has a high likelihood
of success, you've got to gather some crucial information
from the prospect, information like:
. what do you want to achieve;
. when do you want to achieve it;
. what is your budget for achieving it;
. what internal resources do you have for achieving it;
. have you tried to achieve this before;
. what happened;
. what will the consequences be if you don't achieve it?
In short, you've got to put yourself in your prospect's
shoes, to forget that you are creating a proposal and try to
understand exactly what the prospect is trying to achieve
and what he has available for achieving it.
Inexperienced proposal writers are afraid of this research.
They regard it as intrusive, indelicate, and often are
handicapped in carrying it out because they feel the
prospect may think less of them because they don't know all
the answers in advance, that the asking of such questions is
somehow unprofessional. Amazing!
The true professional starts with a recognition that he
knows how to do certain things, knows how to achieve certain
results, but that what he knows must be tailored to each
individual situation so that the best results can be
achieved in each case. This means asking the prospect very
pointed questions... and getting the most specific answers.
Asking these questions is the sign of a seasoned
professional, someone who knows he needs this information
not only to get the contract... but, in due course, to
achieve the results the client wishes.
What's more, how the prospect handles this research process
offers very important clues about whether you want to work
with him... and whether he's in a position to help you
achieve results. A prospect who really wishes to achieve the
results he says he wants to achieve will approach this
discovery process with the seriousness it deserves. He'll
want you to know -- in exact detail -- what his situation is
and will be very receptive to questions which under other
situations might well be construed as impertinent. In short,
he'll work hard to give you the information you need.
And if the prospect doesn't give you the details you need?
Beware! Either he doesn't understand his situation
sufficiently well... or is trying to play games with you.
Either way, you must ask yourself if this is the kind of
client you want to work with.
Note: before writing off a prospect because he doesn't give
you the information you need to write the necessary client-
centered proposal, try this. Look the prospect right in the
eyes and say, "Mr. Prospect, I want to help you. But to be
able to help you I need certain information. I'm not asking
for this information idly or because I'm merely curious. I'm
asking for it so I can determine the best way to help you."
Then say, "If I could help you, Mr. Prospect, would you want
my assistance?"
If he says yes, go back to the questions that must be
answered before you can write the proposal; if he says no or
continues to beat around the bush or give you uselessly
vague answers, conclude your conversation as promptly and
courteously as possible since you'll never get the data you
need to write the client-centered proposal. Solice yourself
as best as you can by the necessary conclusion that even if
you got this job it was probably going to be more trouble
that it was worth.
#3 Before You Write A Word, Review What You've Discovered
With Your Prospect
Any number of proposal-related problems might be avoided if
people seeking business reviewed what they've discovered
about their prospect with that prospect -- before they wrote
anything! Sadly, this doesn't happen very often. But because
you want this business, you'll do it, won't you?
Call your prospect and review what you've learned. Take this
opportunity to confirm what he wants to achieve (his
objective), when he wants to achieve it, the resources he is
willing to commit to achieving it... and anything else
that's pertinent to the proposal you're about to write. Get
the prospect to affirm that, yes, what you're saying is
correct... or to take this opportunity to refine it so that
you'll know his situation more accurately... and be able to
act accordingly.
Two important things happen during this process:
i) you deepen your understanding of what the prospect really
wants to achieve and why he wants to achieve it,
ii) you develop your relationship with the prospect. He sees
that you are serious in your attempt to understand his
situation. You are progressively less a salesperson and more
the person he sees with his solution. In short, you've
enhanced the likelihood that you'll be hired.
#4 Before You Write: Understanding The Structure Of The
Successful Proposal
Surely now that you know so much about your prospect, it's
time to write the proposal, right? Not quite. Before you
begin writing, it's crucial to understand the key elements
of the successful proposal so that you structure it for
maximum effect.
At this point it's worth reminding you of just what a
proposal really is. A proposal outlines a plan which when
implemented moves the client from where he is to where he
wants to be. He only cares about you and your skills insofar
as he sees you as necessary to accomplish this movement.
Remember this
-- the proposal opening
Four words will help you open any proposal better: "You get
benefit now." The prospect, remember, hires you to get what
he wants. Thus, in your proposal opening remind him of what
he's getting when he works with you... and be as specific as
possible. If your proposal will help him produce one more
widget per hour and this widget is worth an additional $50
to the prospect, open by saying: "This proposal offers a
plan by which Mr. Prospect will produce one additional
widget per hour and gross an additional $50 each hour." The
result the prospect desires should also be featured in your
proposal heading since it's the reason why you'll be hired.
-- action plan
Here you inform the prospect how you intend to work so that
he achieves what he wants, viz one more widget per hour.
What you put in here will obviously vary depending on just
how you work. Some things to be included may include:
. where you'll work
. how long you'll work
. with whom you'll work
. the number of meetings you need
. the resources the prospect needs to commit, etc.
The more clear you can be here about what needs to happen,
the better. The client wants to know you know what you're
doing and wants to feel secure in your hands. So give him
what he wants!
-- your special skills and capabilities for achieving what
the client wants
The prospect, remember, doesn't want to work with you. He
wants to achieve a particular result. If you have particular
skills and capabilities, including machines, personnel and
other resources, which will enable the prospect to achieve
his objective, here is the place to enumerate them. Be
specific! But remember: this is not the place to talk about
what you have available. Instead it's the place to show the
prospect how what you have available enables him to achieve
the final result he wants.
-- cost to the prospect
Having lead with the benefit the prospect wants, having
outlined your action plan and pointed out any special skills
and capabilities you possess to provide the prospect with
what he wants, then present fees. Present them straight
forwardly and without apology.
Note: there may be several different ways of achieving the
result the prospect wishes. Perhaps these involve the
prospect doing part of the work himself... or of achieving
differing amounts of success depending on how heavily he
invests in you and your system. Here it's perfectly
acceptable to outline different options available to the
prospect. But don't just title them "Option A", "Option B,"
etc. Put what the client gets (and what he has to do) in the
title, thus:
Option 1: One More Widget Per Hour, All Work Done By (name
of your company)
Option 2: One More Widget Per Hour, Work Primarily Done By
(prospect), Overseen By (name of your company)
Prospects like options like these. It shows them that you've
thought about their situation in detail and have come up
with several ways of getting them what they want. They thus
have the ability to choose. Or at least have the illusion of
choice. Because the truth is, if you're a smart proposal
writer you'll work hard on the presentation of your best
option (read "most lucrative") while making it plain just
how much the prospect loses if he selects any other course.
-- the testimonial appendix
The last thing you should add to your proposal is an
appendix packed with testimonials from others you have
helped in similar situations. These testimonials should
focus on the results you helped these people achieve... and
should be attributed. Where appropriate you can include the
telephone number of the person providing this testimonial so
that the prospect can follow up on his own.
#5 Your Proposal Cover Letter
Your client-centered proposal is now complete and about
ready to be sent to the prospect. Add just one more thing: a
brief cover letter. Make this letter short but motivational.
It goes: "You are on the verge of achieving (the benefit the
prospect wants). Just how you'll get it is discussed in the
proposal that's enclosed. I want to help you get (the
benefit the prospect wants). Let me! I'll be calling you in
(no more than 5 business days) to discuss what I'm sending
you now. If there is any aspect of the proposal that you'd
like to discuss, please do. I feel sure I can help you
achieve (benefit that prospect wants). And I'm ready,
willing, and able to begin work so you get it as soon as
possible." Who can resist such a client-centered appeal?
#6 Follow-Up
Follow-up your proposal and cover letter when you said you
were going to. You want to make sure the prospect has
received it, that he still wants to achieve what he said he
wanted to achieve, and whether he has any questions at all
about how you can help him get what he wants. Remind him
you're ready to get started... and that all that's standing
in the way is the prospect making up his mind and saying,
"Okay, let's go!"
If the prospect indicates that something is of concern to
him or that something in your action plan needs to be
elaborated upon, indicate when he'll get your considered
response. If you're working on a computer, it should be easy
enough to integrate what the client wants and send an
amended proposal; it not, simply send a letter providing
what the prospect wants. But get it to him promptly!
#7 If Your Proposal Gets Rejected....
Even if you've followed every suggestion in this report, it
will sometimes happen (imagine!) that your proposal will not
be accepted by your prospect. Face it. And act smart. Write
the prospect and say you're sorry not to be working with
him... and say you're sorry you won't be using your problem-
solving skills to get him the (benefit he was to have).
Clearly indicate that you remain available to assist him...
and that you'll call back in 30-60 days to see if he has
managed to solve the problem another way... or see if his
need continues. Let him know that so long as his need
continues, you're available to help. Such a note clearly
indicates what a class act you are. Send it immediately upon
receiving your rejection.
#8 When Your Proposal Is Accepted...
Fortunately, by following this advice, more of your
proposals will be accepted than not. Congratulations! But
don't sit on your laurels. The day your proposal is
accepted, send your new client a confirmation letter. Say,
"thank you for letting me work with you to achieve
(objective the client wishes)." Let him know he's made the
right decision and that you'll work hard to achieve the
desired benefit. Tell him the first thing you intend to do
to begin achieving this result. Then start doing it. You're
now well on your well to achieving the result both you and
the client want. This beneficial result will help you get
your next assignment with this client and, thanks to the
satisfied client testimonial that states it for all the
world, will improve the chances of your next proposal being
adopted, too. What a great system!
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Dr. Jeffrey Lant is one of America's best-known marketers.
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