Best practices for proposals and estimates by Ilise Benun
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Presentation on "Best practices for estimates, proposals and RFPs" by Ilise Benun http://marketing-mentor.com to the November 7, 2012 meeting of the Professional Independent Communicators group of IABC/Toronto http://pictoronto.com
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Best practices for proposals and estimates by Ilise Benun
- 1. Best Practices for est act ces o Proposals, Estimates and RFPs With Ilise Benun
- 2. We help creative professionals promote and price th i work. t d i their k
- 3. Ilise Benun Ilise Benun • Specialize in creative professionals • Full-time mentor • Many, many speaking g g y y p g gigs • Author of 7 books
- 4. www.marketing mentor.com www.marketing-mentor.com and click on “books” books
- 5. Definitions • Estimate • Proposal • RFP (Request for Proposal) • Specs document or blueprint
- 6. A Proposal Is Not Not… • Your proxy • A contract • The first time the prospects sees $$
- 7. Part 1: Should You Do The Proposal?
- 8. When th Wh they say…. Can you send a proposal?
- 9. Rules/Criteria • Are they fishing or buying? • Do they understand what they’re buying? y y y g • Are their needs clear? • Is it in your target market? • How good are your chances of winning? • How many others are bidding? • Can you meet with the decision-makers?
- 10. It’s th littl thi It’ the little things… “The client reported back that they chose my firm because I demonstrated that I understood th sector b d t t d th t d t d the t they are in better than the competition, as well as their specific branding challenges. They also appreciated that I explained specifically how much time each p p f y phase would take. I guess the other designers didn’t do that.” Julia Reich Julia Reich Design Reich,
- 11. What about RFPs?
- 12. Part 2: Anatomy of a Proposal
- 13. A Winning Proposal Is Is… • Your argument for why you’re the best fit • Tailored to your prospect o r • Ordered for their POV • Eas to read visually interesting Easy read, isuall • An example of your work
- 14. A Winning Proposal Has Has… • Cl Clear explanation of process l ti f • Relevant samples • Vi Visual timeline l ti li • Regurgitation of their objectives/goals •YYour recommendations/ideas d ti /id • Enthusiasm • P f th t you’re th perfect fit Proof that ’ the f t • Clear pricing
- 15. Part 3: How to Present the Proposal
- 16. Presenting the Proposal • In person (or via phone/Skype) • In real time • Respond to objectives • End by closing the deal b
- 17. Part 4: How to Close the Deal
- 18. Questions to close the deal • Ask if they have questions • Ask if the ’re read to move forward they’re ready mo e for ard • Propose the next step • Gi e them a timeframe Give • Ask when they’ll decide • Ask for the advance
- 19. “We only have one slot left in our project calendar this month and Id I’d be happy to hold it for you if you can let me know by Friday.”
- 20. If you don’t get it don t it…
- 21. Get feedback G t f db k Take it with a grain of salt. As I said, everyone honestly liked your samples. samples The thing that our ED seemed to keep coming back to was that he felt the samples were too similar – I guess because most of them involved a circular design and text set outside of it. He’d been quite nervous going into this process, worrying that whichever designer we picked wouldn t offer any options he would like so I think his priority wouldn’t like, was choosing someone who he felt confident would give a very wide range of design options, and he didn’t necessarily get that from your proposal. Client of Julia Reich Design
- 22. Set S t up a G Google Al t l Alert “Check out this post that references your competitor on an industry blog.”
- 23. That s it That’s it. Questions?
- 24. Special offer on Copywriter’s py Proposal Bundle US$99 $20 off if you buy it tonight
- 25. www.marketing-pricing-guide.com www.creativeguidetomoney.com
- 26. Free session
- 27. Free tips www.marketing-mentortips.com k i i
- 28. June 22-24, 2013 J In San Francisco www.CreativeFreelancerConference.com www CreativeFreelancerConference com
- 29. Contact Email: ilise@marketing-mentor com ilise@marketing-mentor.com Phone: (201) 653-0783 Online Store: www.marketing-mentor-toolbox.com Blogs: g www.marketingmixblog.com www.creativefreelancerblog.com Podcasts: d http://marketingmentor.libsyn.com/ Twitter: http://twitter.com/MMToolbox or @MMToolbox Facebook: http://www facebook com/pages/Marketing- http://www.facebook.com/pages/Marketing Mentor/178441188839486