WRITING A SMASHING PROPOSAL

A lot of ink and pixels have been used to create guidebooks on How to Write the Perfect Business Proposal.

Why? We’re holding onto that hope that we can create a proposal that dazzles a client into throwing money at our feet, but unfortunately… it

just doesn’t work that way.

Nothing can replace the trust and connection you create through a high-value sales and discovery process: positioning, marketing, lead nurture,

project diagnosis. So if you skipped those articles to discover some secrets to drafting excellent proposals, please go back and give them a

read.

(Cheater’s tip: if you’re really short on time, at least check out the lead nurture and sales articles.)

Let’s go on a quick tour of what a stellar proposal should include--and what to leave out.

IT’S A SUMMARY, NOT A SALES PITCH

When you’re drafting a proposal, your job is not to go boldly where no discussion with the client has ever gone before. In other words, no

surprises. Stick to information you’ve already covered with the client.If you find yourself dropping new ideas into a proposal, it means you’ve skipped vital parts of the discovery and diagnosis process. Talk those

over with the client before you put them on paper or you might lose trust--and the project.

KEEP IT SHORT AND SWEET

Since you’re covering familiar information, you don’t need to re-explain every point. A good proposal can cover all the information needed in 1-3

pages. Yes, really.

If you need to provide supporting documents like detailed software specs, they can be attached at the end of the written proposal.

THE ANATOMY OF A PROPOSAL

A well-written proposal literally puts you and your client on the same page when it comes to details about who’s responsible for which details

at what time.

In the heat of the project, it’s easy to forget about previous discussions or ideas, so it’s very important to have this nailed down for everyone.

1. Give a description of the problem. Keep this very simple so there’s no guesswork on what you’re supposed to accomplish. Don’t pretty it up

or water it down to look good. Vague language will just lead to misunderstandings.

2. List the objectives of the project. In other words, tell that client exactly what result they will get after the completion of your work

together.

3. Spell out the metrics for success. Will you have a website up and running? Will you be reducing the number of angry phone calls from customers? Agree on how you will measure your accomplishments.

4. Call out the value that you’re providing for the client. Maybe they’ll be able to hire new employees, reduce staff anxiety, buy a new

boat, or give everyone raises. Everyone has different priorities, so make sure you understand and articulate what’s important to your client.

5. Offer options for accomplishing the objectives. In reality, there are many ways to get the job done, but you want the client to feel like they have a choice--without jumping into the driver’s seat. (See the fees and

payments section below.)

6. Cover the other essential details. Make sure everyone knows what the timing (deadlines) are

for the various phases of the project, who is responsible for which components of the project,

and what the terms and conditions are for delivery and payment.

PRESENTING FEES AND PAYMENTS

Always place your costs at the very end in very simple, undramatic terms. Your client should not have to do any math in order to

understand how much they are going to pay you.This is the place where you will outline your various price points for

services (basic, step-up, deluxe) and what extras they can expect for each increase in price.

DO NOT pull back the curtain on your operations, however. If you start listing costs for individual staff members or number of hours worked, for example, some clients might start questioning

each line item.

How much you charge is entirely up to you, but remember to base fees as much as possible on the value you’re delivering and your perceived

expertise.

In other words, if your efforts are going to make your client $1 million, a 10% cut isn’t really that unreasonable. In fact, sometimes customers

feel like they’re getting more when they paying more.

PRESENTING THE FINAL PROPOSAL

There isn’t one correct way to send your client the proposal, but make sure it reflects your reputation and brand.

If you’re a leading-edge graphic designer, then your proposal should look incredible. Technical experts should have clean, detailed

descriptions, naturally.

Email is usually sufficient for delivery, but the greater your fees, the more ceremony you should attach to the handoff. Sometimes, FedEx or a courier is the best method. Other times a sharp looking PDF is the best

route.

Whatever your chosen method, make sure you tell your client when you will follow up, and make sure you follow through.

DEAL DONE

Preparing a proposal isn’t the simplest thing you’ll ever do in business, but it doesn’t have to give you an ulcer, either.

Using the high-value process, once you get to the point of creating a proposal, most of the hard work has already been done. All that’s left is

to cover the bases and stay the course.

Learn about creating greater value for your consulting clients by subscribing to the Journal of Consulting Value, published by Remarq:

▸ Free articles in your inbox▸ Insights on new ways to provide value to your clients

▸ Tips on demonstrating your value and educating your prospects on your value

Start Learning Now >>