I gained my proposals stripes writing long, unwieldy tender documents requiring incredibly detailed information - I was convinced one day I’d be asked for my inside leg measurement…
In comparison, creating proposals for companies who are interested in working with a All Words is a true pleasure.
Our conversion rate is almost 100% . No doubt many of you write proposals to win business, so here are a few of my gems of wisdom.
1. It’s not about you.
Don’t start with pages about your company - when it was founded, what brand of coffee you drink - it’s boring and irrelevant. Sum up your company and credentials in a couple of paragraphs at the end.
2. It’s still not about you.
Stand in your customer’s shoes, talk in their voice, reflect what you have heard them say. Offer solutions to problems that they have said they have, not simply what you think they need.
3. Don’t use standard proposals.
Each customer is individual and needs to feel special. Besides (and it will happen), if you copy and paste between proposals, you’ll forget to change the name, or leave in erroneous information. Not impressive!
4. Don’t call a proposal a proposal.
Think of something imaginative and interesting to the customer (usually a benefit). How about: ‘Increasing your profitability by cutting the cost of producing your widgets’.
5. Short is sweet.
This is not the time for a novel. Sure, you need to be thorough and offer a solution that answers all necessary questions – but keep it relevant and the language tight. Ditch jargon and avoid endless appendices, unless specifically requested.
6. Clear layout.
Make it easy to read, using headlines and bold to draw the eye to key points. This is the first impression a company may get of your business, so take your time.
7. Choose me!
Explain what makes you unique; what advantages you offer over the competition (for example, we don’t have swanky city centre offices, so can keep costs down). Pick things that will appeal to your customers e.g. if you know they like working with environmentally-friendly companies, tell them about your save the planet policy.
8. What’s the ROI?
If you can show the customer what they will get for their money, give them the ROI (Return on Investment), explain to them how the service you provide for £500 can land them one customer paying £10,000. Figures speak loudly, if you have them, use them. But don’t be tempted to make promises you can’t keep.
9. Remember your needs.
You wrote this proposal to win business, so remember to ask them to choose you. Make sure what you want is clear in the proposal, and in any other communications or presentations.
10. Deadlines.
If there is one, make sure you deliver on time; if you say you’ll send a proposal the next day, then do so. First impressions count.
