Consultant Writes Proposals That Sell
9 March 2009 14 Comments
| “Alik, thank you for coming! When the new problem arose, everyone in the room agreed, “Let’s call Alik. Now, here is what’s happening…” Heaven. My best customer. But it never starts this way in the beginning. First, trust must be established. One way to do so is writing proposals that sell. I found good tips on writing proposals in Tom Sant’s book Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts ![clip_image001[4]](http://practicethis.com/wp-content/uploads/2009/03/clip-image0014-thumb.gif){kind=small} . |
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Guidelines For Successful ProposalsSant shares the following tips for writing successful proposals. I have “spiced” each tip with my own experience and how it works for me. |
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Focus Squarely On The Client’s ProblemsI have read a few proposals recently. All I could think was “WTF?”. The customer is in pain because of X, yet the proposal is cluttered with Y’s and endless Z’s. Why on earth would a consultant submit a proposal such as these? Imagine the frustration of the customer after scouring the proposal, reading all the Y’s and Z’s, searching for X, & finally realizing that X simply isn’t there! The customer will toss such proposals in the trash and will move to a competitor’s proposal. The best hope is that the competitor’s proposal is worse. In my proposal I state clearly what problem I am going to solve, what’s in scope, and what’s out of scope. Show How You Can HelpIt’s not uncommon for me to tell my customers, “Sorry, I cannot help you. It’s out of my expertise”. It’s better not taking the gig than later regretting doing so when the outcome is, ehm, less than satisfactory. In my proposals I document my broad approach and list outcomes for each point in scope. This demonstrates I have the experience & expertise to solve my customer’s problems. Use Convincing EvidenceUsually I do not cite specific examples in the proposal itself. Instead I discuss them directly with the customer. Nothing is more convincing than previous success. Talk is cheap, past results are gold. The best examples are case studies. Share your best ones. In fact, I can often point to them on my blog. Distinguish YourselfMy best strategy here is end-to-end, fast value prop-based service. I hate selling hours. I also offer services that can be chunked into smaller pieces. This provides the customer the opportunity to reduce risk by committing to smaller, discrete work orders. This method helps build trust, too. Why Me?My best take here is “You should hire me because I deliver. I have a documented track record of delivery—on time & on budget.” I often even suggest that the customer contact other contractors and ask for the same service. Customers appreciate such confidence. Make an impact.For maximum impact, your proposal should be concise and clear about the following:
As Gerry M. Weinberg puts in his brilliant book Secrets of Consulting: A Guide to Giving and Getting Advice Successfully:
Practice This – Get Results
My Related PostsEditor in chief – Jimmy May |
1. Re: Shoddy Proposals
Don’t get me started on the pitiful proposals which have crossed my desk! I’ve seen proposals for tens of thousands or hundreds of thousands of dollars which were rife with typos, flawed headers, footers which have not been updated for the current document or customer name, template placeholders in the text, etc.
It’s a shame. If I were a customer I would look at such careless, thoughtless, & shoddy documentation and wonder, “If this is the service I get before I even pay any money, I wonder how bad it will be when I’ve actually sign a deal?”
As a consultant who takes extreme pride in my work, I do all I can to intercept such documentation from the customer’s eyes.
2. Case Studies
I think this is a GREAT idea. In fact, my own blog contains posts which are designed not only to share my knowledge & experiences, but also specifically for customer references.
3. Saying “No”
I’m good at what I do. As professionals, there are some circumstances when we have to “fake it ’til we make it”. It’s important to be able to s-t-r-e-t-c-h. That’s part of being knowledgeable, adaptable consultant. Yet I often receive requests which are indeed outside my skill set. It is essential to have the integrity to say, “No”. I will never put myself or my team in a position in which I cannot excel.
4. Why Me?
I agree, customers appreciate righteous confidence. In fact, the ability to sell yourself with integrity helps set you & your customer up for a big win/win. ¡W00t!
GREAT post, Alik!
Isn’t it funny when you see proposals, or any kind of reports saying we have your best interest at heart, you can’t go wrong with us, we will solve this for you but there is no mention of HOW they will do it, WHY that will work and WHAT they have to prove that with.
This may be off topic but when i look at the About Us page on various business, the stuff they write is so blahh, it makes no sense and its the same thing you read from the previous 100 company sites. why don’t they just get to the point and speak english?
Tom, I am compelled to reply to your self-proclaimed off-topic question.
Why don’t they write in plain English? Because, unfortunately, Weaselese has become the lingua non-franca of not only business, but also finance & politics.
Common-sense plain speech, now *that* would be change *I* could believe in. Let’s not only hope but demand we get what we deserve in all three forums.
To circle back, we can start by doing so in our day-to-day lives–including in professional dealings starting with our proposals.
Alik & you are both correct–we must credibly state what, why, & how we’re going to solve our customers’ problems..
It is funny for me to see how messed up things are all around us.
I mean I was watching a video once where George Bush was addressing some conference and Alex Jones just bluntly started to comment and was taken out of the room.
I mean really, you go to church and you sit there and listen, you go to a conference, you go to a seminar, you even go to school and you sit there and listen, what happened to the debate part, the interaction.
Why are we forced to believe everything we are told and punished for correcting or having different views?
I believe the answer to Tom’s question is “Fear.”
People who use force are fearful and people who have a different view and don’t speak up are fearful.
The brave are the people who choose to listen and then make their own decisions no matter what anyone thinks.
Under promise and over deliver – exchange in abundance.
There are 3 conditions of exchange.
1. taking something you have not given anything for. This is criminal exchange.
2. taking pay for a days work. This is fair exchange.
3. giving more than what was promised. This is exchange in abundance.
I agree that you should focus on the clients pain. It is kind of like going to the doctor for a back ache and he gives you an anti depressent.
Thanks Alik
I
I give a lot of credit to anyone who is upfront and honest about their expertise. It’s best for both parties anyway. The client goes with a better fit and the consultant keep their reputation and demonstrates character over short-term profits.
I’ve thought about getting into proposal writing since it’s good money, especially if you can obtain grants and such funding, but the most I’ve done is draw up brief proposals pitching my services to clients. I suppose if I ever decide to write a nonfiction book, I’ll have to go all out and write a serious proposal. That’s when this article will come in handy
Jimmy,
Thanks for good words!
S-t-r-e-t-c-h is what I am taking with me from your comment. Doing the same all the time won’t help to my growth – true.
tom,
. They call me that way too….
I bet they call you “big mouth”, eh?
I think I know what you are talking about when you mention “listen”, “no debate”. They call it diversity. Challenge, diverse opinion, emotionally intelligent, situational leadership – these are keywords that resonate with your reply.
Sheila,
I like your distillation.
BTW, my best anti depressant is my blog
Gennaro,
100% on spot. You put it very well – reputation (trust) is one that needs to be kept very carefully, but on other hand stretching is good thing too, as Jimmy mentioned earlier.
Melissa,
Now we are talking! I have never realized that actually writing proposals can get revenues…. on other hand, haw can I be that blind?! We have full position folks who (that/which?) do it
Well, they get paid for selling stuff; writing proposal is part of the process. Anyway you get me few very good ideas – thanks!
Hi Alik
Great post on proposals. Awesome job on all the information. A lot of good points here. I love the “Know customer’s pain – focus on it, ignore everything else.” That is the key.
Thank you,
Giovanna Garcia
Imperfect Action is better than No Action
Giovanna,
I am so happy to hear you like it. Hope it’ll serve you well some day
Tess,
Well put.
The skill of listening is surely one of the main attributes of seasoned consultant.
[...] Consultant Writes Proposals That Sell [...]
Some great insight and information on here. Very useful.
I would like to add, that being comfortable in saying ‘I don’t know’ but being confident to find out, ( or at least knowing your boudaries), I have discovered is not only confidence boosting for you, but for the client as well.
It helps to put their mind at ease and helps to make them feel they are on a level playing field so to speak. People do not like being talked down to, especially in a proposal.
We are here to provide a service, bottom line, and alot of times it isn’t so much as what you know, but how you know it that gets results.
I agree, the fluff is not needed. I mean it makes for great filler but I’ve had people approach me saying ‘give it to me straight’.
Beating around the bush wastes your potential clients time, and can cause you some much needed business.
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