Client-Centered Proposals

CLIENT-CENTERED PROPOSALS

Client-Centered Proposals

How to Shift the Focus from You to the Buyer

Mel Lester March 7, 2014


The problem with selling is…

It’s seller-focused rather than buyer-focused


Clients Are Part of the Problem


RFP Objectives What You Want

Level the playing field Tilt the field in your favor

Make all submittals alike Make yours stand out

Follow an objective formal process

Engage the subjective human dynamic

Focus on your firm Focus on the client

The RFP Isn’t Your Friend


Fully comply, but don’t surrender Slavishly following the RFP can

neutralize your best advantages:

• Existing client relationship

• Previous site experience

• Deep understanding of client needs

• Better solution or problem definition

• Strengths not addressed in RFP

Favor “Assertive Compliance”


The first objective in writing a winning proposal is being

different

Don’t Overlook This…


Two-Ways to Differentiate Your Proposal

Client-Centered Content

Client-Centered Presentation


STEP ONE


Levels of Client Needs

Strategic Needs

Technical Needs

Personal Needs

Why? The strategic issues that drive the project

What? The technical issues that define the project

How? The service issues that distinguish the project


What are the client’s key strategic needs

driving this project?

Answer This Question…


Weighing the Consequences


STEP TWO


High-Value Integrated Solution

Strategic Outcomes

Technical Outcomes

Personal Outcomes

Strategic Needs

Technical Needs

Personal Needs

Building an Integrated Solution


What are the desired strategic outcomes for

this project?

Answer This Question…


Results Solution

Client’s perspective

• Aspirations • Circumstances • Needs • Wants • Concerns • Priorities

Objectives

What you said you wanted

How we’re going to deliver it

Client-Focused Writing


Project Background

• Client needs • Project history • Site conditions • Challenges • Regulatory context

Project Objectives

• Client vision • CSFs • Desired outcomes • Business goals

Project Approach

• Overall strategy • Project narrative • Integrated solution • Client relationship • PM process

Scope of Work

• WBS • Contract scope • Regulatory/code

criteria

Setting the Project Context


Primary message: Here’s how we will help your project (and ultimately your business) succeed.

Secondary message: Here is the scope of work we will perform. And, by the way, we’re qualified.

Prioritizing the Message


STEP THREE


Sources: Kennedy & Greenberg, Clientship (1998); The BTI Consulting Group

Point of Differentiation:

Close the Value Gap

What Clients Say They Value

What Consultants Say Their Clients Value

Closing the Value Gap


Requirements Expectations

Stated Unstated

Impersonal Personal

Objective Subjective

Specific Less specific

All firms recognize Few firms uncover

Going Beyond Requirements


Communication

Meetings

Client involvement & decision making

Information & data exchange

Deliverable standards

Invoicing & payment

Managing changes & mistakes

Performance feedback

?

Clarifying Client Expectations


Benchmark Expectations

Identify Gaps

Create Service Deliverables

Implement Service Plan

Prepare Service Plan

Solicit Client Feedback

Client Experience Delivery Process


How well do you know the client’s expectations?

Which should you address in the proposal?

Don’t Overlook This…


STEP FOUR


Technical Communication

Persuasive Communication

Impersonal Personal

Objective Subjective

Intellectual Emotional

Features Benefits, experiences

Information Influence

Technically Nonpersuasive


Define issues through the client’s eyes

Connect tech solutions to human benefits

Use personal language in your writing

Write as if to an audience of one

Getting Personal


Studies show that storytelling can boost business performance:

Build your firm’s brand

Improve your sales success

Enhance employee engagement

Facilitate culture change

The Power of Story


1. Reality introduced

2. Conflict arises

3. Struggle ensues

4. Conflict resolved

5. New reality results

Source: Kaihan Krippendorf

Where can these basic story elements apply to your proposal?

The Classic Story Spine


Story Elements Regional wastewater collection

system

Conflict introduced • Regulatory deadline to vacate rural septic systems

Struggle ensues • Conventional design approach cannot meet deadline

• No agreements with area WWTPs to take sewage

• Low initial flows create odor and maintenance problems

• Costly environmental assessment

Conflict resolved • Expedited, collaborative design process to meet schedule

• Strong relationships with area local governments

• Creative design to eliminate odor and environmental assessment

New reality results • Regulatory deadline met with over $1.2 million in savings

Example Proposal Storyline


Stories are personal, revealing thoughts

and feelings

Stories involve actors, actions,

and interactions

Stories have dramatic tension

and release

Key Story Attributes


STEP FOUR STEP FIVE


DID YOU KNOW?

Set aggressive page limits

SUGGEST

25 EXCLUDING APPENDICES / FORMS

pages

Avoiding Verbosity


Present content at two levels: skim and read

Don’t make reviewer read for key messages

Make ample use of graphic elements

Break up text with informative headings

Put most important content first throughout

Making Your Proposal Skimmable


Move the most important

information to front of the section,

or para- subsection

graph “Inverted Pyramid”

Putting First Things First


XYZ

XYZ

XYZ

XYZ

XYZ

Would You Rather Read This…


Or This?


Learn From Publishing Experts


Do the “2-minute drill” to identify key messages

List supporting points for each key message

Organize points based on importance

Develop a detailed content outline

Write narrative to build out your outline

How to Write Skimmable Content


Key Message 3

Supporting Points

What you must say

What you should say

What you could say

Key Message 2

Supporting Points

What you must say

What you should say

What you could say

Key Message 1

Supporting Points

What you must say

What you should say

What you could say

Proposal Theme

Fit to Proposal Organization

Building Out Your Content


STEP SIX


1. Executive Summary • Essence of your proposal

2. Key Issues • Problem definition • Project objectives • Special challenges

3. Project Approach • Solution selection • Technical execution • Project management • Service delivery

4. Project Team • Org chart • Resumes • Subcontractors

5. Qualifications • Relevant experience • Resources & capabilities

6. Proposed Cost • Lowest credible scope • Scope options

Preferred Proposal Structure


Always include an executive summary

Saving the Best for First


2

3 4 6

1

Client-Centered Content

5

Client-Centered Presentation

Summary…


For more information: Contact me for links to articles exploring these strategies in more depth:

[email protected]

Don’t worry, I won’t be contacting you further unless you ask me to!


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