2. A lot of ink and pixels have been used to create guidebooks on How to
Write the Perfect Business Proposal.
Why? We’re holding onto that hope that we can create a proposal that
dazzles a client into throwing money at our feet, but unfortunately… it
just doesn’t work that way.
3. Nothing can replace the trust and connection you create through a high-
value sales and discovery process: positioning, marketing, lead nurture,
project diagnosis. So if you skipped those articles to discover some
secrets to drafting excellent proposals, please go back and give them a
read.
4. (Cheater’s tip: if you’re really short on time, at least check out the lead
nurture and sales articles.)
Let’s go on a quick tour of what a stellar proposal should include--and
what to leave out.
6. When you’re drafting a proposal, your job is not to go boldly where no
discussion with the client has ever gone before. In other words, no
surprises. Stick to information you’ve already covered with the client.
If you find yourself dropping new ideas into a proposal, it means you’ve
skipped vital parts of the discovery and diagnosis process. Talk those
over with the client before you put them on paper or you might lose
trust--and the project.
8. Since you’re covering familiar information, you don’t need to re-explain
every point. A good proposal can cover all the information needed in 1-3
pages. Yes, really.
If you need to provide supporting documents like detailed software
specs, they can be attached at the end of the written proposal.
10. A well-written proposal literally puts you and your client on the same
page when it comes to details about who’s responsible for which details
at what time.
In the heat of the project, it’s easy to forget about previous discussions
or ideas, so it’s very important to have this nailed down for everyone.
11. 1. Give a description of the problem. Keep this very simple so there’s
no guesswork on what you’re supposed to accomplish. Don’t pretty it up
or water it down to look good. Vague language will just lead to
misunderstandings.
12. 2. List the objectives of the project. In other words, tell that client
exactly what result they will get after the completion of your work
together.
13. 3. Spell out the metrics for success. Will you have a website up and
running? Will you be reducing the number of angry phone calls from
customers? Agree on how you will measure your accomplishments.
14. 4. Call out the value that you’re providing for the client. Maybe
they’ll be able to hire new employees, reduce staff anxiety, buy a new
boat, or give everyone raises. Everyone has different priorities, so make
sure you understand and articulate what’s important to your client.
15. 5. Offer options for accomplishing the objectives. In reality, there are
many ways to get the job done, but you want the client to feel like they
have a choice--without jumping into the driver’s seat. (See the fees and
payments section below.)
16. 6. Cover the other essential details. Make sure
everyone knows what the timing (deadlines) are
for the various phases of the project, who is
responsible for which components of the project,
and what the terms and conditions are for
delivery and payment.
18. Always place your costs at the very end in very simple, undramatic
terms. Your client should not have to do any math in order to
understand how much they are going to pay you.
This is the place where you will outline your various price points for
services (basic, step-up, deluxe) and what extras they can expect for
each increase in price.
19. DO NOT pull back the curtain on your operations,
however. If you start listing costs for individual
staff members or number of hours worked, for
example, some clients might start questioning
each line item.
How much you charge is entirely up to you, but
remember to base fees as much as possible on
the value you’re delivering and your perceived
expertise.
20. In other words, if your efforts are going to make your client $1 million, a
10% cut isn’t really that unreasonable. In fact, sometimes customers
feel like they’re getting more when they paying more.
22. There isn’t one correct way to send your client the proposal, but make
sure it reflects your reputation and brand.
If you’re a leading-edge graphic designer, then your proposal should
look incredible. Technical experts should have clean, detailed
descriptions, naturally.
23. Email is usually sufficient for delivery, but the greater your fees, the
more ceremony you should attach to the handoff. Sometimes, FedEx or a
courier is the best method. Other times a sharp looking PDF is the best
route.
Whatever your chosen method, make sure you tell your client when you
will follow up, and make sure you follow through.
25. Preparing a proposal isn’t the simplest thing you’ll ever do in business,
but it doesn’t have to give you an ulcer, either.
Using the high-value process, once you get to the point of creating a
proposal, most of the hard work has already been done. All that’s left is
to cover the bases and stay the course.
26. Learn about creating greater value for your consulting clients by
subscribing to the Journal of Consulting Value, published by Remarq:
▸ Free articles in your inbox
▸ Insights on new ways to provide value to your clients
▸ Tips on demonstrating your value and educating your prospects on
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