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Winning business is about more than just delivering a sales pitch, though. You must develop clear, concise and compelling proposals that illustrate the benefits of your service offering and demonstrate your capabilities.
While many professionals understand the importance of writing effective proposals, few delve into the nuances that can truly set them apart. Yet, APMP reports proposals influence around 30-40% of company revenue.
To help you focus your efforts and give your customers what they expect, we’ve put together seven simple rules you should use when writing proposals.
Benefits of Better Written Proposals
Simon Sinek, the inspirational speaker and business leader, has an insightful saying. “Communication is not about saying what we think. Communication is about ensuring others hear what we mean.”
That’s what we mean when we talk about writing better proposals. Because it’s not enough to simply state your ideas and answer the requirements; you must also ensure that your message is heard and understood..
By investing time and effort into writing better proposals, you and your business can reap these benefits:
- Increased Win Rates: Proposals are more likely to be read and persuade decision-makers.
- Improved Satisfaction: Proposals are more likely to demonstrate your understanding and keep them reading.
- Enhanced Reputation: Proposals are more likely to strengthen your reputation as a trustworthy advisor.
- Higher Scores: Proposals are more likely to influence evaluation and scoring, and expedite decisions.
- Stronger Relationships: Proposals are more likely to build trust and long-term relationships with customers.
- Improved Negotiation: Proposals are more likely to minimize risk and help you at the negotiation table.
7 Golden Rules
In the competitive world of business, proposals are more than just documents: they are powerful tools for communication. By following these seven golden rules, you will significantly improve your proposal communication and increase your chances of securing that coveted contract.
1. Inform, Educate and Persuade
This rule creates a more compelling and effective proposal by providing readers with the information they need to make an informed decision. And the message you need to send to convince them of the value of your solution.
Clearly present the facts and details of your proposal, Explain the benefits and value of your offerings in a way that resonates with your audience. Use storytelling, emotional appeal, and strong arguments to convince your reader to choose your solution.
For example, instead of saying, “Our service is efficient,” say, “Imagine the peace of mind that comes with knowing your project is in good hands.”
2. Put Your Customer First
This rule demonstrates your understanding of the customer’s needs and values which resonates with readers and builds trust.
Thoroughly research your audience and tailor your proposal to their specific needs and goals. Highlight how your solution can address their challenges and solve their problems. Clearly articulate the benefits of your offering and how it will improve their situation.
For example, instead of saying, “Our product is the best on the market,” say, “Our product saved [customer name] + [amount of time] by solving [specific challenge].”
3. Show, Don't Tell
This rule creates a more engaging and memorable reading experience, making it more likely your customer will understand and be persuaded.
Paint a picture in the reader’s mind with descriptive language and examples. Share personal anecdotes or case studies to illustrate your points. Incorporate charts and graphs or images to enhance your proposal’s impact.
For example, instead of saying “Our company is innovative,” say, “We’ve patented several groundbreaking technologies in the past year.”
4. Be Concise and Clear
This rule makes your proposal more accessible, making it easier for the customer to understand and appreciate your message,
Use plain language that is easy to understand. Organize your thoughts logically and use headings and subheadings to improve readability. Ensure your proposal is free of errors and typos.
Did you know? Our minds don’t read every letter by itself, but the word as a whole?
According to a research at Cambridge University, “it doesn’t matter in what order the letters in a word are, the only important thing is that the first and last letter be at the right place. The rest can be a total mess and you can still read it without a problem.”
In other words, writers and proofreaders, as well as experts and executives, should have a place at your review table.
5. Address Potential Objections
This rule demonstrates your understanding of the customer’s concerns, showing that you have a well-thought-out solution and approach which builds credibility.
Identify any objections your customer’s decision-makers might have. Acknowledge these objections proactively to show you value their opinion. Use data and evidence to counter objections.
For example, instead of saying, “Yes, our product is an investment, but it will save you money in the long run,” say, “We understand your concerns about the price. Let’s break down the costs and benefits. Our product offers [specific benefits] that can [quantifiable outcome]. In the long run, this investment will pay off by [savings or increased revenue].
6. Say Yes (Or No), and...
This rule demonstrates your deeper understanding of the project and your ability to deliver, which also builds trust.
Provide context to enhance your impact. Demonstrate how your solution can solve the problem. Articulate the benefits of your offering and how it will improve the customer’s situation. Explain why your approach meets or exceeds the requirement.
For example, instead of saying just, “Yes,” say, “Yes, our solution offers robust co-authoring features that allow multiple users to collaborate on proposals in real-time. This enables global teams to work together seamlessly, share ideas, and make changes without manual version control.
7. Annotate Your OutlinesThis rule communicates the most important points of each section and requirement to your experts and writers, ensuring they are given adequate attention.
Define the scope of each section and requirement. Provide a draft opening and closing statement. Provide examples of the customer’s needs and solution benefits, as well as the competitors strengths and weaknesses.
For example, instead of just setting the experts loose on the requirements, focus their efforts and reduce revisions by annotating:
- Introduction: [Hook: What anecdote or statistic will resonate with the customer here?]
- Problem Statement: [What pain points does the customer care about here?]
- Solution: [How does your value proposition solve these pains here?]
- Benefits: [What are the benefits specific to this requirement or section?]
- Closing Statement: [Call to Action: Restate the value proposition for this section or requirement, and encourage the next step]
By following these seven golden rules, you can craft proposals that are not only compelling but also effective in securing relationships and contracts. By investing time and effort into crafting exceptional proposals, you’ll be well on your way to achieving your goals and driving growth.
Remember, it’s not about what you think; it’s about ensuring that your message is heard and understood.
