Strategies for Writing Proposals

The proposal document is an expensive, time-consuming, yet necessary document. Therefore, it better hit the right buttons with the client so it takes you to the shortlist or gets you invited to do a presentation. Sales expert Sam Manfer has some excellent advice to make proposal writing a much less painful process:

The Line Items
Every line item in the spec must consider three factors. (1) You must show you understand why that line item is in there and what it means to project success. (2) You must show you can handle/deliver it. (3) You must know who this line item is important to or who is worried about it.

Competitors
Everything above is about the voters and getting their desires met. Many salespeople and companies are focused on what the competition will say in their proposals. This is a major mistake, yet competition cannot be ignored. Winning a proposal is not like a sporting event where you have to beat the competition. It is an election where you have to win the votes of the powerful.

Numbers, Names and Details
Numbers are believable. They are also easy to visualize and understand. 13 is more powerful than "many times". 21 years' experience is more understandable than "very experienced". Details of how you accomplished a line item for another project are important to the people concerned about that spec item. Names validate you. They provide concurrence and favorable associations.

Red Flags and Strengths
For each line item or section of the specification, you must consider your red flags (areas of weaknesses) and your strengths. Now just because your competitor is "better" than you in certain areas doesn't mean it's a weakness for you. That certain area has to be important to one of the powerful voters for it to be a red flag. Many people get hung-up on some capability of the competition that is meaningless to the voters. Remember it's all about the voters. The same applies to your strengths. They have got to be of significance to a voter. Being global is not a strength to someone looking for local service.

The No Contact Clause
Since most people are off limits after the spec has been issued, the best after-the-fact way to learn about an individual voter's desires is to use your network of people that know the voters. If you open your mind and do some asking, you'll realize you know people that know these voters. They will help you if you ask. However, you've got make the mental effort and then make the calls. Most people dislike asking for help and come up with every reason not to. You've got to get over it. People will help if asked.

Since 1995 Sam Manfer has been speaking, consulting, writing and leading seminars in sales and personal development. As a keynote speaker and seminar leader Sam has addressed thousands of new and experienced sales people and managers all over the world in all types of businesses and industries. Learn more at www.sammanfer.com