Sales Proposal Considerations
Do you want to bid on this project for this particular client?
Is this potential client strategically valuable?
Do you know this organization well?
This will be an advantage both in understanding the work to be done, and the particular circumstances of the potential client.
Do you know how to complete the work?
You might take on new work to learn a new market or practice area.
What’s the competition on this bid?
If it’s an open RFP (Request for Proposal), there will be a number of competitors involved. Are your firm’s people, experience and skills unique or is low fees your competitive advantage?
What are you willing to spend to get the work?
If the engagement is worth $1,000,000 annually, then spending $20,000 plus weeks of professional time to dig deep and learn all you can is a smart investment. If it’s only a $800 fee, you probably have a standard document already prepared and ready to send.
Steps To Start
Read through the RFP carefully; if it’s complex, have a colleague also go through it independently, then read each other’s notes.
Are the potential clients’ decision-making criteria clearly spelled out?
Who will be deciding?
What’s the background and authority of the decision-makers? Company presidents are strategic and long term, accountants are trying to save money – communicate to your audience on their terms.
Don’t go beyond the RFP. If you are very familiar with the particulars of the situation and potential client, state that in a separate document, such as a cover letter.
Meet with decision-makers if you can. The more important the engagement is, the more information you need. They should take the time if the engagement is crucial to them.
Who do you know who knows the potential client? The more ways you do your research, the more your picture of the situation and needs will be accurate.
You understand their situation, or will once they give you the opportunity, and you will be able to deliver a highly tailored solution that fits their requirements.
You have a clear idea of the solution they seek, or how they want you to tell them what they need.
Use the language the different decision-makers use: from strategic to operational to financial.
Give them logical reasons you are the one company to deliver the solution.
Facts about your firm: relevant experience, size, history, senior personnel, organization, contacts available to answer their specific questions, key contact who will steer their project.
Processes you use to ensure thoroughness and success in your engagements.
Past successes can give you a chance to tell a story: don’t be afraid of being personable.
Schedule and milestones; who reports what and when?
Fees and cost structure; contingency plans in case unforeseen circumstances change the expected tasks required to complete the engagement.
Overall message of your firm’s distinction from potential competitors: how your firm is unique and best suited. Communicate your firm’s personality. If the tasks and fees are the same, why should they consider your firm?
Easy to follow structure of the proposal, use a table of contents and section tabs if it’s large.
Excellent use of language and a well produced document.
If you are responding to an RFP, itemize your solution in their terms and in their format.
You are marketing the trust they should have in your people and their professional abilities; ensure your document builds trust.
Graphics and tables only if they aid communication and clarity.
A fine balance between persuasion and hard sales language.
Promise only what you can deliver.
If you get the opportunity for in-person delivery, match the presentation to the document. Beware of a presentation that relies on technology. Keep it memorable and straightforward.
About the Author:Francis Waller works with small law and accounting firms in the Metro Vancouver region. The focus of Gap Management is to enable single practitioners and small firms to build their practice affordably. His background includes creating advertising, developing training programs and performing research for clients. For further information, visit www.gapmanagement.org
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