When you respond to a proposal request, or other type of assignment, what you tell the client about yourself and your organization can be a decisive factor in whether you are awarded the job.
What qualifies you? What qualifies your organization? What is the client looking for?\r All things being equal, the client looks for the best qualified people who keep their commitment, and can complete the job on time and on budget. The client is also looking for that intangible-that willingness to go the extra step, as well as follow up down the road to ensure that the client is looked after.
What I\'m referring to here is one part of your USP, your Unique Selling Proposition, when pitching your bid to a client. Many things can make up a USP. What I\'m interested in is how you operate as a business-your ethical component. As a client, do I want to do business with you, regardless of your capability to come up with brilliant ideas and ideal solutions? What kind of relationship would we have? Can I trust you?
I recently hired a company to clean the furnace and air ducts in our home. There was something about the company and its personnel that made me feel very comfortable. They exuded confidence and pleasure about being invited to do the job. My immediate reaction was that these were competent professionals. Their attitude contrasted sharply with a firm I hired a few years before where I experienced none of that confidence, and where the job was poorly done. I\'d certainly hire the new company again, and I\'ve already mentioned them to others.
The message I want to convey is this. If, for example, you\'ve been asked by a potential client to submit a proposal or do a report, you will almost certainly have the opportunity to meet face to face and establish some kind of rapport. What can you now do in your written submission to the client to support your USP-that yours is a company with whom the client would want to do business? Here are some points you might want to include from the client\'s perspective:
1. Clearly explain your qualifications.
\r 2. Confirm that you\'re dependable; e.g. referrals/endorsements, years in business.
\r 3. Please tell us that you enjoy your work, and that you treat your people well.
\r 4. Tell us if you\'re committed to ongoing education and training.
\r 5. We\'d like confirmation that you won\'t let your other jobs get in the way of filling your contract with us.
\r 6. We want to know that you\'ll go that extra mile to serve us.
\r 7. Please assure us that six months down the road, if something goes wrong, we can depend on you for help.
Clients need assurance that they have awarded a project to someone they trust. If you can convey in your Unique Selling Proposition (USP) that yours is a company they can depend on, you\'ve taken a major step towards winning the assignment or proposal.
Neil Sawers develops books and e-books to help entrepreneurs, small business and students write more easily and effectively. Visit us at http://www.howtowriteproposals.com and download our free chapters containing key tools to help you get your message across in the way you want.
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