Writing Proposals that Work

A lot of proposals end up in trash cans. Almost as bad, many proposals end up not achieving what they set out to do.

The reason is simply because so many proposals are laid out entirely the wrong way. They all seem the same. They achieve results, but few achieve the result you want. Even fewer convey the feelings you want them to.

In fact, most proposals are little more than listings of services, products, and prices. Invariably, they give the reader or potential customer more reasons not to buy, than reasons to buy. And often, they force the potential client to focus on the wrong things — like price, for example, compelling the reader to get other quotes and compare your price with someone else’s.

Clearly a recipe for disaster!

That said, a key point to writing successful proposals is to get the price out of the way early. Putting price at the end means it’s the last thing your reader remembers. Putting it at the beginning is a ‘no surprise’ approach, and means the reader focuses on all the benefits — the value — of dealing with you.

When preparing your proposal, it’s important to get as much information from your prospective customer as possible. Listen for what their needs are and what they want to achieve.

Your proposal should include these key areas in order:

Purpose

Briefly cover the objective of the proposal, i.e. what your prospective customer will achieve when they accept your proposal.

Background

People other than those you spoke with may also be reading your proposal, so use this section to briefly talk about who you’ve had discussions with and the key points that came from them.

The Needs

This is where the main ‘selling’ is done. Tell them what they told you. It shows you’ve listened and understood what they want to achieve. Ideally, you should bring out emotional areas as well as factual ones.

The Investment

Deal with the pricing (or investment) in this section right after The Needs. And when you get it out early, give the total figure first then break it down as appropriate.

Fitting the Needs — Achieving the Purpose

Describe your product or service in terms of what’s in it for them. So, how you will meet their needs, and how they will benefit.

The Implementation Schedule

This is where you leave your readers with the actions they (and you) should now take so all the benefits you’ve mentioned can start to flow.

Proposals don’t have to be hefty volumes, but if you follow this approach and write from the reader’s point of view, your proposal is much more likely to get read and acted upon.