When teaching potential entrepreneurs on how to write proposals, I usually find that they\'re confident in their area of expertise, but don\'t know how to make the presentation to a client. One of the problems is that they\'re not thinking from the client\'s point of view but from their own. I stress that they must first understand what the client needs, and then how they can meet those needs. So I take them through a format.
When I talk about format I\'m not referring to the kind of Request for Proposal (RFP) that deals with supplying a product at a price, such as a quote for roofing material. I\'m talking about the consulting kind of proposal-you could be an architect, an engineer, a consultant in several different fields such as training, corporate reorganization and sales.
Why is a format so useful and important? It guides you through the areas you need to cover. You don\'t miss anything out. What follows are the important sections of that format.
The format begins where it must with understanding the client\'s current situation and what the desired situation happens to be. That can mean carrying out key research, conducting client interviews, doing market analysis in order to understand the situation. Your expertise comes later. This section should clearly convey that:
* you understand the client\'s current situation;
\r * you understand what the client wants to achieve; and most importantly,
\r * the client recognizes that you understand the situation and what is needed.
I can\'t stress this last point enough. It\'s not sufficient for you to appreciate the client\'s current and desired situation. The client must also be confident of your understanding so that they trust you.
The second section of the format deals with how you plan to take the client from the present situation to the desired one. In other words, what\'s your solution? This is where your particular expertise comes into play.
The third section of the format goes into why you, your company, your sub-contractors, your track record should make you the client\'s first choice. This is also the place for \"inclusion.\" By inclusion I mean your willingness to work closely, as appropriate, with client staff, client customers and even other client suppliers. This is especially important if it makes the desired situation come about more easily and effectively.
The fourth segment of the format deals with your budget for the project and the logistics involved, such as timelines, payment schedules and travel arrangements.
The final section of the format is the wrap - a summary of your understanding of the project and how you will execute it. This is the section, usually up front, that the client turns to first, before proceeding to the detail.
In closing, I recommend that you use a mind map, on your own or with a team, to help you flush out this format, both by section and within each section. Using a mind map and following a format will help you create and write a more effective 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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