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When clients read your proposal you're not there to walk stakeholders through your ideas. That means your proposal must do the heavy lifting on its own. With so much competition, it’s important to deliver a proposal that provides clear, tangible value, without being just another sales pitch.
To succeed, your proposal must engage readers and stand-out from the competition. Here are 7 critical requirements for crafting a proposal that informs and motivates decision-makers.
1. It’s Tailored to the Prospect’s Needs
A successful proposal begins by addressing the specific needs of the client. To do this, you must first understand their challenges and objectives. Dig deeper than what’s simply written in the RFP—read between the lines and conduct research to gather valuable intel. Then, tailor your proposal to their particular circumstances. Use anecdotes and story to boost understanding by adding relevant context the reader can understand and relate to.
2. It’s Persuasive, Yet Credible
Your proposal needs to be persuasive, but also grounded in realism. While it's important to motivate the reader, exaggerated claims and empty promises will backfire. Base your claims on on how you solve their problem, and support your claims with relevant evidence of success.
Pro Tip: Don’t shy away from addressing potential challenges. Acknowledging issues upfront and offering practical solutions builds trust and credibility by showing you're a problem-solver with foresight.
3. It Demonstrates Your Credibility
Building trust is essential in any proposal. Your credibility is key in convincing the prospect that you can deliver on your promises. Highlight relevant experience, results, and case studies that can be quantified. If your company has a strong reputation, make sure to showcase that as well. If there are any credibility concerns, address them transparently and show how you plan to overcome them.
4. It Captures the Prospect’s Attention
Your proposal should immediately grab the reader's attention by focusing on the benefits, not the features. Share how your solution boosts bottom lines and changes peoples lives. Use data, facts, and real-world examples to demonstrate the impact of your solution. This emphasizes the value beyond the technical specifications, and beyond this project.
Make it easy for them to evaluate your offer by using headings and subheadings that highlight your value throughout your proposal.
5. It’s Easy to Navigate and Read
Proposals should be easy to follow. If evaluators struggle to find key information, your proposal could be quickly dismissed. Organize your content logically, using headings, subheadings, tables, and bullets to guide evaluators to key information. Connect similar ideas or claims with a visible trait, for example, color or shape. This helps readers naturally perceive them as part of the same story, which is a great way to connect complex concepts. When your proposal is easy to read, evaluators are more likely to engage and understand your line of thinking.
6. It’s Clear and Concise
Clarity is essential for proposal readability. Avoid vague descriptions, compound sentences, and overly complex language and jargon. Evaluators review multiple proposals and may not take the time to decipher your unclear writing. Begin each section with a summary of the key points, especially if the content is technical or complex. End each section with a summary as well, and a transition to how it relates to the next section. By cutting through the clutter, you make it easier for evaluators to understand and score your proposal.
7. It Highlights Your Competitive Advantage
A great proposal differentiates your offering from the competition. Understand your competitors strengths and weaknesses, and highlight where you are stronger. Emphasize your unique differentiators and discriminators, and show how they matter to the project outcomes. Remember, differentiators are features that differ from your competition, while discriminators are features that differ, but are also acknowledged as significant by the client. Both require proof!
Ensure that your competitive advantages stand out by using them as headings and subheadings, and strategically repeating them throughout your proposal.
Proposal Requirements: Conclusion
By ensuring your proposal meets these 7 requirements, you’ll be in a stronger position to win over decision-makers and boost your evaluation scores. A thoughtful, well-structured proposal can set you apart from your competitors and help you win the business.
