write a enterprise proposal that wins you the work –

“Ship me a proposal”

Whenever you’re ending a terrific gross sales name along with your excellent consumer, these are the phrases you need to hear. You’re excited. They’re excited. You each simply need to get began on working collectively.

So why accomplish that many people grapple with writing a enterprise proposal that may take us over the road and onto the sale?  

Maybe it’s the dearth of ‘enjoyable’ related to pulling the proposal collectively. Maybe it’s the ‘not understanding what to put in writing’. Generally it’s the truth that you’re so busy, you don’t have the headspace to put in writing one out and also you’re in peril of dropping the work as a result of your consumer strikes on to a different provider.

Regardless, that is merely the time so that you can take the connection to the following degree, stand out from the group and signpost the best way ahead in a transparent doc that confirms all the pieces that has been mentioned.

And the earlier you get an ordinary course of arrange for writing and sending out a proposal, the better it is going to be going ahead for all of your future proposals. 

Again to fundamentals: the aim of a proposal

The proposal is created to convey collectively in a single place all that has been mentioned. It means it may be shared throughout the decision-making crew (if there may be one) and used to benchmark alongside different choices. 

It outlines who you’re, offers your tackle the problems dealing with the client-in-waiting, how you’d tackle them and what the consequence could possibly be. 

On a sensible degree, it additionally outlines the associated fee, the timescale and the important thing deliverables. 

It gathers all of it collectively. And that’s a key level. 

The proposal is just not the time to introduce one thing new. There ought to be no shocks or surprises. 

What you must know earlier than you begin

Earlier than you set pen to paper or finger to keyboard, be sure to really need to submit a proposal. 

Apparent, possibly – however don’t get sucked into proposal writing if there’s any doubt you don’t need the work, it doesn’t match with you strategically, you may’t ship throughout the price range otherwise you suppose a choice has been already made and also you’re merely making up the numbers. 

Additionally, resolve whether or not a full proposal is required. It isn’t all the time. A easy follow-up e-mail summarising the gross sales dialog and outlining the charge, the deliverables, and subsequent steps with a contract with enterprise phrases might suffice. 

When you do need to put together an extended proposal, right here’s a fast guidelines of the knowledge you want earlier than you get began. Have you learnt:

  • The problems the consumer is trying to tackle?
  • The price range they need to spend?
  • The timescales they’re working to and when a choice will probably be made?
  • Who’s making the choice (if it’s not the individual you’ve been speaking to, you might want so as to add in additional info)?
  • The standards they’re utilizing to evaluate the proposals they obtain?

The construction 

Conserving these questions in thoughts will make it easier to construction your proposal in a logical manner, clarify your concepts with readability and make sure that all the pieces you embody is related to the would-be consumer’s wants. 

Some shoppers present tips as to what to incorporate – after which you must stick with these. However some don’t. When you’re in search of a construction, right here’s a strong define to make use of. 

First, begin with the consumer state of affairs

Don’t leap proper in with the proposed resolution. This isn’t about you – it’s about them.

Use this part to stipulate your understanding of the problems they’re dealing with, primarily based on the discussions you’ve already had. Use the phrases and language they use.

Present that you simply perceive the impression it’s having on them and the enterprise (if it’s a enterprise) and the ache or stress it‘s inflicting them financially, operationally or personally. 

Get them to think about how issues will probably be higher from working with you. Take note of their desired end result – and what success will imply for them. Briefly – and unashamedly taking one in all Stephen Covey’s 7 Habits of Extremely Efficient Individuals – start with the top in thoughts. 

Bear in mind to bolster that you simply’re on the identical web page. Present that your strategy to methods of working and values align – and sow the seeds of a priceless relationship constructed on belief.

When you’ve finished that, the following bit follows like evening follows day.

Define your resolution

Now body your corporation as an answer to the present state of affairs or the specified place. Keep away from the lengthy record of options – and deal with the advantages and the distinction they’ll make.

Readability is vital right here. You could keep away from jargon, get the message throughout succinctly and articulate the place they’re heading. 

It’s simple to keep away from mentioning one thing that you simply don’t supply however is one thing they’re wanting. Work out how one can tackle this fairly than ignoring it.

Map out how they’ll do enterprise with you

That is all about deliverables, timescales and course of.

Take them via the steps to indicate how working with you’ll map out. Be clear on who does what and when, and what end result they’ll count on.

This exhibits you’ve finished the considering, you’re simple to work with and also you comply with a transparent framework. 

Embrace a plan in case you can however not keep away from an excessive amount of element aside from the following three to 5 steps. It’s key to make the consumer really feel snug and assured about what occurs subsequent.

The value

In your proposal, be clear on worth – and what’s and isn’t included – and, in fact, body it as an funding fairly than a spend.

This hopefully gained’t be the primary time that you’ve talked in regards to the worth, however this is usually a good alternative to supply pricing choices – in all probability not more than three – to assist with negotiations if wanted. 

And, make it clear that your proposed charge is barely legitimate for a restricted time interval. That is usually missed and with it in place, it permits you to have a real comply with up motive in the event that they don’t come again to in the timeframe you count on them to.

About you

This part isn’t actually about you, or the lengthy and illustrious historical past of your corporation, what number of you utilize or who’re the important thing crew members. So, ditch the advertising and marketing messages. 

Showcase what you’ve got finished for others through mini case research and impactful quotes from grateful shoppers. 

The place you may, select case research of shoppers with related challenges, or sectors, or want. And, as a facet level, if you first write and get approval of your case research, write a number of variations specializing in completely different themes or angles so that you get as a lot from the story as doable. Use well-tailored bios of these engaged on the proposed challenge. 

Social proof carries plenty of weight with decision-makers and helps them think about what it will be prefer to work with you.

The decision to motion

Spherical off your proposal – with greater than a thanks. 

Your name to motion (CTA) ought to be a set off to just accept or decline the proposal together with particulars of what’s going to occur as soon as they settle for. 

One suggestion is to make this easy with auto-signature software program (Adobe Acrobat Signal, DocuSign or HelloSign). However watch out to check this along with your viewers – this ‘arms off’ automated strategy might not work for some kinds of enterprise. 

However so long as there may be an energetic CTA, you’ve got a number of choices:

  • Add a deadline: remind them that the worth is barely legitimate for X days (allowing for this may occasionally fall on stony floor with company shoppers who will work to their very own timeline, it nonetheless offers you a sound motive for following up if contact goes chilly)
  • Reiterate the advantages (for instance, “We’re wanting ahead to serving to drive your corporation development. Let’s get began.”)
  • Allow them to know you’ll contact them inside X days to rearrange a time to debate the proposal (between 3 and 5 working days retains momentum while nonetheless permitting your prospect the house to replicate and evaluation their choices.)

No matter you do, make it simple for them: make your e-mail tackle a dwell hyperlink; ensure your telephone quantity is clearly seen.

Embrace your phrases and situations

At all times, all the time, all the time embody your corporation phrases and situations throughout the proposal, both on the again or as an addendum. 

Once more, that is missed by too many individuals and might create probably tough conversations if work is postponed or cancelled after the proposal has been accepted. 

Give them a shortcut

Ideally your proposal will all the time be learn in its entirety. However life isn’t all the time like that.  

Take into consideration together with a one-page abstract which incorporates the important thing factors over and above the worth, time, milestone, assets, and deliverables in case the consumer decides to tug out the important thing information and to benchmark you towards aggressive proposals. It means your key arguments will stay intact.

Make it appear to be you

Proposals are about substance. However they must be introduced effectively and look good. Develop a ‘look’ in your proposals that displays your individual model. It’s not about making it appear to be a gross sales brochure: an excessive amount of ‘design’ can put individuals off. Nonetheless, a plain Phrase doc in 10pt Arial will seem to be you may’t be bothered. 

Does it must be a Phrase doc? Many proposals now are created as a PowerPoint slide deck.

Relying on what you’re promoting, design may have better or much less significance however ensure that there’s a connection between your design and the phrases you utilize to speak about your corporation. When you can, put money into some key graphics or design components in your model colors and model model. After you have a template that works for you, this funding pays dividends sooner or later. 

It’s a good suggestion to construct up a library of texts, pictures, statistics, boilerplate phrases, photographs, bios, product and repair descriptions to make for simpler proposal writing. However by no means simply reduce and paste into completely different proposals with out some tweaking. That’s the quick path to a vanilla proposal. 

The ultimate examine 

Earlier than you hit ‘Ship’, do a last examine:

  • You’ve adopted their template or construction – and included all the pieces they’ve requested for (not simply what you suppose is required).
  • What you’ve included addresses their wants and proposes an answer that’s clear to grasp and simple to learn.
  • You’ve damaged up lengthy sentences and included headings and quick paragraphs to make the proposal simpler on the attention.
  • You’ve used constructive language: speaking much less about their ‘drawback’ or ‘problem’ and extra about their desired endpoint to think about a greater future.
  • Names of individuals, companies, locations, services are accurately spelled.
  • There are not any typos or errors. Use in-built spell checkers and run software program extensions like Grammarly to assist, however nothing beats printing it off for a great learn via with human eyes. Verify the headers and footers in addition to the physique copy.
  • There are not any rogue firm names within the ‘properties’ tab of the doc or within the footer. It occurs if you use a earlier proposal for a distinct consumer as a template for the following. I’ve seen this – and it’s embarrassing! 

You’re able to ship

Cowl e-mail

Fairly merely, the quilt e-mail or letter is a should. It must be temporary, private and genuine and introduce what they’re about to learn: outlining their state of affairs, your resolution and the following steps to take.

They should know you’ve listened, understood, and that you’ve an answer. 


Proposal software program (e.g. Panda Doc or Higher Proposals) could also be one thing you consider getting maintain of. Straightforward to make use of, it may possibly create an exquisite journey for the consumer. It lets when the reader opens, works via and shares the proposal – and you’ll monitor how the reader reads and pauses via the doc. It additionally gives a easy option to get began by enabling a signature acceptance of the proposal. 

However such programs should not for everybody. 

It’s normally fee-based and doesn’t all the time match comfortably throughout the shopping for strategy of a consumer, or your onboarding course of. 

What occurs subsequent?

At all times comply with up – with out fail.

Get in contact inside a couple of days to examine that they’ve acquired the proposal and to examine if there are any questions. Don’t be a kind of corporations that doesn’t comply with up proposals and simply sends them into an empty void. 

If it’s a ‘sure’ – congratulations! And, if it’s a ‘no’, guide a evaluation name and study why you didn’t win the enterprise.

A last thought

Nonetheless you design and write your new enterprise proposals, there’s one overriding precept: it’s all in regards to the consumer. 

Concentrate on making the connection for them between what you supply and what they want, get the deliverables and the worth proper, and present them what you’re doing.

Briefly, make it simple for them to say sure.  


This weeks’ article has been written by Lois Dabrowski is a specialist B2B marketer working with corporations who promote into HR, expertise and L&D leaders.

Get in contact and get assist to create enterprise proposals that may win you’re employed by dropping her an e-mail [email protected] or connecting along with her on LinkedIn.



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