Proposal writing tips

These tips have been prepared by Lynda Harris, Chief Executive of Write Limited, and proposal writer extraordinaire!

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Steps to producing a great proposal

The golden rule — be solution-minded and client-focused

First it helps to think about what a bid or proposal really is from your client’s point of view. For them it’s simply a plan to fulfill a need — a solution. When you think of your bid in this way, rather than as a routine response to a Request for Proposal (RFP) or a chance to blow your own trumpet, it makes all the difference in the world.

 
For instance, when a friend asks you for help, your response is perfectly tailored to their need. You are focused on what will work for them, their confidence in you increases and, in turn, your relationship grows. Can you see the parallels for your business? Thinking ‘how can I help my client?’ rather than ‘how can I win this business?’ will focus your thinking on your client and help you come up with the best solution for them.
 
Regardless of what else goes into your bid, make sure that you always do the following.

Show that you understand

Start by writing a clear summary of your client’s needs under a heading such as ‘Our understanding of your needs’. Show that you understand exactly what they need for their business. Don’t be tempted to generalise or use obvious template material. When your client feels that you understand, they are much more likely to trust you and be open to your suggestions. Don’t simply repeat the wording of an RFP.

 

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Paint a clear picture of your proposed solution

Briefly and clearly describe your product, service, or custom-driven solution. Tell your client exactly how you will meet their needs. Illustrate the benefits to your client. Make sure your client can clearly see your proposal as a solution. Once a client can see a fit between their need and your solution your chances of success will soar.

Show why your client should choose you

What sets you apart from other providers? Include relevant experience, testimonials, and willing referees. Don’t overwhelm your reader with your accomplishments. Include just enough detail to provide credibility and give them confidence in your ability.

Tell them how you’ll carry out your solution

Include the detailed actions you will take to carry out your solution and achieve all the benefits you have mentioned (this is your methodology section). Here’s your chance to show that you have excellent systems and resources to deliver the solution. A bid that doesn’t include clear details of the ‘how’ may seem lightweight and unconvincing.

 

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Four parts to proposals

1. Their requirements — the problem, the need, the WHAT

This is your first chance to show that you understand, that you are the right choice for their business. Don’t just regurgitate their requirements. Add another layer of understanding by inferring, anticipating, presuming, refining, wherever possible. But be careful how you word these inferences!

 

For example, your legal client asks for training in report writing and outlines some requirements that they believe will overcome the frustrations they are experiencing at present. As well as listing these near the beginning of your proposal it would also be safe to assume another requirement – that the training should be pitched at a level appropriate to these well-educated staff. By adding – ‘We understand that the course participants are highly educated members of staff and so the course content and training style should be pitched appropriately’ – you increase your client’s confidence in your ability to understand their needs in the context of their business.

2. Your response — the solution, the HOW

First paint a summary picture of what you intend but then spell out the detail so that your solution has substance. But don’t get bogged down in technical material – include only what your client needs. Be innovative and stress small and large distinctions. Many times it’s the small distinctions that make the big difference.

3. The administration details

Fees, timing, terms of contract etc. Don’t forget to keep up the ‘you’ language and client focus in these parts.

4. Appendices

Appendices — company and sub-contractor information as applicable.

 

Present your proposal to a panel — get Write to help you prepare

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