Proposal Writing: Attractiveness Counts

Proposal Writing should focus on three views of proposal attractiveness.

A proposal gains attractiveness when reading and reviewing it does not conjure up images of "War and Peace."

It means the proposal uses the proper mix of graphics, fonts, photos, headers, bullets, and paragraphs that immediately proves to the clients that your proposal will be pleasing to the eye and not a burden on their brain.

Attractive also means the readers will be drawn into the proposal because ii addresses their stated wants, needs, desires, goals, budgets and timetables. Your clients will be attracted to the proposal because it is not easily-recognizable, boilerplate content but rather information that specifically fits their situations.

The third view of attractiveness is that your proposal appeals to your clients emotionally and logically.

It appeals to their emotions because they appreciate something created to solve their problem, fix their pain, or vault them into a productive, prominent, and profitable position.

It appeals to their logic because they recognize the value your solution delivers to them. Your solution may not be the lowest price but the value your solution brings far exceeds any cost considerations.

Proposal Writing Tip: Deliver Your Proposal in Person

Your Proposal Writing becomes a more valuable tool if you deliver it in person.

Yes, I know what you're thinking.

I can't do that all the time.

My clients want me to FEDEX it or e-mail it.

Great. If that's what the clients want, give them what they want the way they want.

But, recognize that your chances for success increase dramatically if you deliver it in person.

Notice that I said "chances for success," not "chances for closing the order."

All of this boils down to how you define "success."

If success only means getting the order, delivering the proposal in person may or may not increase your chances.

If by success you mean developing long term relationships that could lead to future business, delivering the proposal in person presents definite advantages.

Face-to-face meetings to deliver your proposal can yield valuable information that can help you win more than the initial proposal. Such meetings go a long way in building a better relationship that can mean success with future RFPs as well as business that may not require an RFP.

In these face-to-face meeting you should be able to develop a dialogue that offers insights that immediately tell you where you might have focused on something you and your team did not recognize or consider. The dialogue can bring out what parts of your proposal the client becomes excited about and which parts did not measure up.

And, this dialogue gives you clues how the client evaluates and decides on successful bidders.

In addition to the dialogue yielding information, the non verbal signals you receive from your client can mean more than the words you hear.

The best reason for delivering the proposal in person is the possibility of the "Action Step."

If you create an outstanding proposal that meets all the needs and emotional buttons your client desires, you could walk out of the meeting with the signature on the bottom line.

The success of a proposal begins long before the first words hit the paper.

If you have developed a strong, positive relationship built on trust, you might be able to close the order or contract at that meeting.

How's that for action!

Proposal Writing Requires Research

Your research starts with developing a business relationship with clients who fit the profile of your target market.

If you sell software, you need to focus on the clients who have the computer power and applications that logically make your product a benefit to the client.

If you are in the AEC area, you need to know what organizations are planning major projects that fit your capabilities.

All of this is Sales and Marketing 101.

Once you know your target market, you need to know those clients as well as you know your own company. If you expect to "partner" with these clients on their programs, plans, and projects, you need to prove to them that you have their best interests in mind as well as yours.

Face to face meetings, telephone conversations, e-mail messages, annual reports, internet research, RFPs all provide valuable pieces of information that mean the difference between a successful proposal and wasted time and effort.

The more you know about the client, the better your chances of winning the business.

Proposal Writing Requires Specifics

Being specific, means making the clients feel what you are proposing will solve their specific problems. It is not a generic product or service that anyone can acquire.

You need to state specific products or services, pricing, delivery, installation, and implementation schedules. And, in stating all of these factors, you need to be specific in how and why no other company can meet their needs the way you can.

Being specific also means you limit the number of options that you offer them.

If you feel the client is one that would be more comfortable with options, consider this tactic.

Option number one would be the option you strongly recommend because it is the best for the client.

Option number two could then be what the clients thought you would offer or what they thought they needed. But, they will quickly realize that option one, indeed, would meet their needs even better.

This gives them what they want -- options -- but, in effect, makes their choices much easier

Proposal Writing Tip: Keep it Conversational

Proposal writing is not an academic assignment.

Please don't make the same mistake many people make when writing a proposal.

In college, you write one way; in business, you write an entirely different way.

With your proposals, think BTB - business to business. That means person to person, not student to academician.

For example, you would (or should) never use a word like academician in personal or business writing. You may in college. But I recommend you avoid it in any document that pertains to business.

Your proposal writing should sound as natural as a telephone conversation. After all, that's all your proposal is - a written version of a conversation you would have with a client about solving the client's problem or making your client's life and bottom line better.

Let me give you an example.

Simply stated, we all grew up with the impression that a superior vocabulary is the mark of a superior mind.

So, when we wrote our term papers, we filled them with polysyllabic words to impress our teachers.

We used consultant words like utilize, paradigm, reiterate, conundrum, and transpire.

We also slipped in a few academic words like methodologies, cohorts, iterations, and monographs.

Consultant and academic words slow down your readers' brains as they try to interpret what you mean or how you are using those words.

Please allow me to comment on a few of those words to clearly explain not only the what I mean by conversational, but the why.

Let's start with "utilize."

The words "use" and "utilize" do not mean the same thing. Don't use the big word, "utilize," when a clearer, shorter, more understandable word will work. Most of the time when people use the word "utilize," they really should use "use."

Besides, you save time typing three letters (use) rather than seven (utilize).

Using three letters rather than seven allows your readers to read your document easier and faster. Direct them to focus on the benefits you bring to them, not your vocabulary.

A "paradigm" is a pattern, model, or example by which you are supposed to learn something about the structure of the English language.

Although "paradigm" has been popularized by consultants, many people still do not have a clear picture of what the word means. If you ask 10 people to define a paradigm, you will get 10 different definitions.

Be yourself and don't try to imitate someone else's words or style.

"Conundrum" is the corporate word for this decade.

Consultants use this word to imply a problem, challenge, or situation.

If you look up the word conundrum in a good dictionary (not a Pocket Dictionary) you find that a "conundrum" is a mythical or mystical puzzle or riddle, the answer to, which is a pun.

How many people do you think really know that?

Most people use the word "reiterate" to mean to restate, repeat, or emphasize.

If you mean restate, say restate.

The word "reiterate" means to "say repeatedly."

Most people use the word "reiterate" when they really mean to use "iterate" which means "to say or do again."

Actually, they should be using the words, state, restate, repeat, or emphasize, depending on what they are trying to say.

The dictionary tells us that the word "transpire" is considered incorrect or vulgar. Rather than telling you the actual meaning, I recommend you look it up in the dictionary.

But, you might say, "Looking up a word in the dictionary wastes my time."

Now you understand why you should use the shorter, more familiar, more easily understandable words when you write.

Most of the time when people use the word, "methodologies," they mean "methods" or "ways."

I once asked five academics what a "cohort" was. I got five different definitions.

Let's compare the language of two sentences that should say the same thing.

"I must reiterate that nothing will transpire until we utilize our resources to shift our paradigms as a means of addressing the conundrum we face." (25 long, confusing, abstract words)

If you were talking on the telephone, you would probably say:

"I must emphasize that unless we find a new way to refine crude oil, we will face gas shortages." (19 clear, familiar, easily understandable words)

So, my Proposal Writing message here is twofold.

1. Using conversational language increases the chances that your clients will clearly understand and quickly read every word you've written. You will not lose business because your client interpreted one of your big words or phrases differently than you meant it. Or, you will not force them to take more time reading your proposal.

2. Imagine you are the one reading the proposals. Would you prefer to read a clear, understandable, client focused proposal in five minutes or a confusing, erudite opus that took you 10 minutes to read?

What is your mental attitude and inclination after reading a five-minute proposal, versus a 10 minute proposed?

Proposal Writing: How To Be Correct When Writing Proposals

Being correct means many things.

First, the information needs to be correct. That includes names, dates, addresses, contact information, pricing, products, services, projected timetables, and solutions.

Second, the structure of the proposal must match the structure of the RFP or the size and importance of the client.

Your knowledge of and history with a client can serve as a guideline for how to correctly structure your document.

You may be dealing with or know the principle of a firm and know that he or she simply wants a one-page document (similar to an Executive summary) that states solutions, costs, fulfillment details, and support strategies.

If you can do all of this in one page, do so.

If you are working on a multi-faceted, multi-million dollar contract, you need to create a proposal that correctly follows and correctly presents your products and services using the structure laid out in the RFP.

But maybe, more importantly, your spelling, punctuation, grammar, format, style, and tone need to scream correctness.

If you call the Procurement Officer and ask for Mr. Smith and the voice at the other end of the line says, "This is he," do you have a clue on one of the more important parts of that proposal?

I hope so.

Proposal Writing: Proposals Need To Be Complete in Two Ways

If your proposal is not complete, you risk automatic elimination from the selection process.

Being complete takes at least two forms.

Most of the time, incomplete proposals result from carelessness, assumption, or lack of time. All three elements just mentioned are within your control.

Sometimes carelessness results from lack of time. But, many times lack of time results from poor planning.

Let's face it. In most instances, creating a proposal or responding to an RFP is a pain.

However, the rewards for successful proposals can be very satisfying and profitable.

Being complete means taking the time to assign several people or groups of people to double and triple check your document to ensure simple things have not been overlooked.

Simple things left out of proposals have included such things as the submitter's contact information, current prices, accurate timetables, and specific answers to each element of the RFP.

The best way to ensure your proposal is complete is to focus on three words:

Proofread; proofread; proofread.

Being complete also means including everything the client has said in pre-proposal, relationship-building meetings. It means extensive note taking to ensure you have captured every word, every detail, every emotion, and every nonverbal signal you can capture in face-to-face or telephone meetings with the client.

If the client uses a phrase such as "billable hours," the client should see that phrase in the proposal.

If a client expresses concern about meeting time tables or complying with government regulations, the client needs to see those terms and conditions dealt with and completely satisfied in the body of the proposal.

Proposal Writing; The Secret to Conciseness

The worst thing you can do in a proposal is waste your reader’s time.

You may have 12 pages of information that is valuable to your client. If the RFP states a maximum of 10 pages, give them eight pages. Many times exceeding stated minimums and maximums become knockout factors for your proposal.

If clients request a one-page proposal or pre-proposal document, give it to them.

Most of the time, excessive writing results from weak writing skills, not an overabundance of information valuable to the client.

Allow me to explain. Please check the examples below to see how excessive writing can become concise writing.

We are in agreement with your conclusions.

We agree with your conclusions.


The monthly report should have been distributed sooner.

We should have distributed the monthly report sooner.


With this situation, there is involved in apparent reorganization of all 15 departments in the company.

This situation involved in apparent reorganization of all 15 departments in the company.

This reorganization involved all 15 departments in the company.

All 15 departments in the company reorganized.

The company reorganized all 15 departments.


Company policy states that it is the responsibility of all employees to report all actions the day the accidents occur.

Company policy states that employees must report all accidents the day the accidents occur.


It seems likely that the recent additions to our staff will eliminate the bottlenecks caused in customer service.

Recent staff additions should eliminate customer-service bottlenecks.


Our manager made a recommendation that we sell the return goods for half price.

Our manager recommended we sell the return goods for half price.


After you have reviewed the enclosed material, please give consideration to becoming a sponsor for this program.

After you have reviewed the enclosed material, please consider becoming a sponsor for this program.

Engineering made modifications to the galootin pin.

Engineering modified the galootin pin.

As I hope you recognize, conciseness in proposal writing means forgetting the tactics you used when you wrote your high school and college term papers.

Proposal Writing: Clear Secrets To Clear Proposals

Let's be clear on being clear in your proposals.

You need to be clear on five points.

1. Clear Understanding

Your proposal must clearly show that you know, understand, and can address the clients' needs. The solution you propose should leave no doubt in your clients' minds that you have their best interests in mind. The proposal should clearly show that you understand their situation, their budgets, and their expectations.

And, clearly, you understand the project, the goals, and their timetable for achievement.

2. Clear Solution

You have to provide a clear solution to their problem. And, you can explain clearly what the client's world will look like after accepting your proposal.

3. Clear Justification

Third, the client needs to become completely clear on why your product or service stands out as the most logical choice.

4. Clear Reliability

If you are responding to an RFP, you need to clearly display your ability to respond to the clients' preferred way of doing business.

You do this by following the directions and format of the RFP completely and correctly.

If you can't follow their directions in the RFP, how can you be trusted to provide the correct products or services?

5. Clear Writing

The language, words, and tone of your document must be clear.

For example, compare the two following sentences and decide which one would be more appropriate in your proposal.

The contract stipulates exacting specifications for the installation of eight vertical access devices.

The contract calls for the installation of eight elevators.

If you selected the first example, go directly to jail; do not pass "GO;" do not collect $200.00.

Please visit http://www.proposalwritingsuccess.com

Proposal Writing: Avoid "Boiler Plate Pollution."

Too many sales people, marketing people, and proposal writers focus on what their company or their products or their services can do. They don't focus on specifically what they can do for the specific client.

You can spot these instances of misplaced focus quickly and easily.

It's called "Boiler Plate Pollution."

If the words, pictures, illustrations, descriptions, and graphics you use in your proposal repeat the words, pictures, illustrations, descriptions, and grahics you find on your brochures or website, you are guilty of "Boiler Plate Pollution."

Most brochures and websites spell out the features and benefits of your products and services.

Successful Proposal Writing requires you to spell out exactly how those features and benefits solves your client's problems or meets their specific needs.

Read your proposal, then read your brocures and your website. If you sound like you're repeating yourself, you need to edit or rewrite your proposal.

For more information, plese visit http://www.proposalwritingsuccess.com

Proposal Writing: Getting Inside Your Clients’ Heads

Successful proposal writing means getting inside your clients’ heads two different ways.

First, you need to know about as much as you can about what they are thinking, what they want, what they need, and what they expect when dealing with you.

You need to know how they feel about you, your products and services, and the value you bring to their organization.

And, you need to know what they think about your competitors and their products and services.

Second, you need to get inside their heads so that as soon as they think about awarding a contract or order, they immediately think of you. If you are not inside their heads to this extent, you can bet they think of your competitors first.

So how do you get inside their heads?

You have three powerful ways you can do that.

You influence people when you listen, when you speak, and when you write.

All three of these communication skills come into play in creating a winning proposal.

As a word of caution, you must remember that you want to stick in their heads in a positive way.

Unfortunately, too many times, people remember other people for the goofy grammar, sloppy spelling, omitted organization, shaky structure, and punctured punctuation in their writing.

The speaking skills include your phone skills, presentation skills, conversational skills, executive presence, nonverbal messages, behaviors, attitudes, and value system.

For my money, the easiest way to get inside your clients’ heads is to become an outstanding listener. Most sales people display excellent speaking skills but sometimes fall short on the listening side. And, by doing so, they leave a lot of money on the table.

For more information, please visit http://www.proposalwritingsuccess.com

Proposal Writing:Not All RFPs Are Alike

Proposal writing, many times, leads to wasted time, wasted effort, and wasted information. All this waste occurs when salespeople mistake an RFP for an immediate call to write a proposal.

Before you begin the proposal writing process, carefully consider what RFP means to your clients or prospects. You might save yourself a lot of time, money, and effort.

RFP - REQUEST FOR PRICING

Many sales people confuse request for pricing with request for proposal.

Request for pricing simply means the company is comparison-shopping. They might not even be ready, willing, or able to place an order. Salespeople who mistake this as a proposal writing opportunity often waste time, effort, and information.

Send a price quote, a big response, or, sometimes, do nothing.

Whatever you do, don't spend time creating a proposal when your chances of receiving the order or contract are limited.

RFP - REQUEST FOR POSITIONING

Many times, prospects will ask for a proposal to determine if the company they plan to award the order or contract to is actually giving them the best price or value. They will use your information to justify their decision to go with someone else.

RFP - REQUIRED FOR PUT OFF

Prospects sometimes use the RFP ploy to limit your access to them.

This can mean many things. It could mean they already plan to use a preferred vendor. Or, they know little about your company, or, they have received bad, although unfounded, reviews of your organization.

They may also have had a bad experience with a previous salesperson or principle from your company. The reasons are endless in terms of why they might not want to deal with you.

But, they need to keep up the appearances of being fair.

After all, strange things can happen during and after the process of vendor selection, and they might be compelled to use someone else as a last resort.

Before you spend the time, money, and effort writing a proposal, examine the odds of actually being considered as the selected vendor.

For more information, please visit http://www.proposalwritingsuccess.com

THE FIRST WORD IN "PROPOSAL" IS "PRO"

Successful Proposal Writing requires a professional approach in three significant areas: Proposals, Writing, and Selling.

PROPOSALS

Sales, Marketing, and Writing Professionals need to know, understand, and focus on very specific qualities that all successful, profitable, image-building proposals display.

Without those qualities, proposal writing turns into wasted time and erosion of image. These qualities separate proposals from bid responses, brochures, and spec sheets.

Get a FREE Special Report, "How to Measure the Effectiveness of Your Proposals" at http://www.proposalwritingsuccess.com

WRITING SKILLS

If you are in sales, you are probably proud of the company you work for and the products or services you sell. In your own modest way, you are probably proud of your sales skills and your success.

As a professional salesperson, you should include writing skills as a clear example of your selling skills. The proposals you write become a "product" you want your clients and customers to buy.

SELLING SKILLS

The third component - selling - is often neglected in proposals.

You may do a great job of selling your clients in person or on the phone. But, do the proposals you send or deliver match your oral skills?

Proposals actually sell for you when you are not in front of your clients. Do you want to gamble sales on proposals that do not live up to the pride you take in your company, your products or services, and yourself?

What is your close ratio with proposals telling you about the quality and power of your proposals? If you invest time and effort in creating proposals, you should get a Return On Your Investment.