The Ultimate

40 tips to help you win your next proposal.

PROPOSALCHEATSHEET

Avoid sending a proposal the same day you write it. You will undoubtedly want to make changes the next time you read it.

Give it time to breath

Proofread!

Proofread everything at least twice before sending to your client.

Use your own voice

But incorporate language used by your client. Geek speak and buzzwords are likely to make your client feel lost and/or stupid.

Make sure the proposal is a summary of everything you have discussed with your client up to that point.

A proposal is a summary and a promise of what’s to come

A proposal should be about your client.

There’s no “I” in proposal.

Focus on the Why, not the How

WHY should this project go ahead? Not HOW should this project be carried out.

Repeat your client’s problems throughout the proposal

It will show you have understood their needs and that you actively listened.

You solve business problems and can therefore charge a premium rate.

Do not sell yourself as a technician

Offer a basic, intermediary and premium price package. The choice then becomes, “How much do I want to pay?” not “Who do I want to pay?”

Pricing options are just that…

Invest time in your prospects

The more time you spend getting to know a client and their business, the greater your chances of closing the deal.

A proposal is about a better tomorrow, not your skill set

Keep it simple. “Design” should only ever support the end goal. Your client should be focused on the content.

Make sure you have all the information you need. Dig deep in those initial meetings. Ask why, a lot.

Ask why, and then ask again

Make it clear that by working with you their business will be better off. If you can’t promise a better tomorrow, why would a client consider you?

You need to promise a better tomorrow

Simply stand out

Consultants have the unfortunate reputation of sometimes being flaky. A well researched, well-written proposal will put you ahead of the game.

Make sure you ask the right questions. It’s up to you to learn why this project is being undertaken and what it will mean to the client should you succeed or fail.

Turn interviews on their head

A proposal is not a standalone product. Without a prior relationship you’ll merely be playing a numbers game.

Proposals are allabout trust

Things a proposal should address...

This is what I know about your businessHere’s why the project needs to happenThis is my proposed solution(s), which shows my understanding of your problem

Things a proposal should address continued…

Why I’m the right person for the jobTiered pricing options...or notAdded bonus for creating a sense of urgency

Selling to an existing client is infinitely easier than to a new one. A small sale can be in the form of an ebook, roadmapping session, discovery phase or site review. There are options.

You can sell small, then big

Don’t be afraid to up-sell

Tiered pricing is an opportunity to up-sell a client on services that perhaps they hadn’t previously considered.

Reflect the client’s problem in their own words. If a client can recognise their own thoughts and language in a proposal they’ll know you’ve understood them. This leads to “They get me!”

Speak as your clients do

Split your proposals into clear, concise sections. Clients expect it.

Use sections to aid clarity

Be succinct

Keep stories for your blog.

It’s OK to include an About Us section, but don’t be fooled into thinking it is about you. Focus on your client and their needs.

About Us? Nope

Focusing on yourself, your talents and technical capabilities says you haven’t spent enough time getting to know your client.

I’m the best!

Tackle the issue of trust and “Who am I” before getting to a proposal.

Who am I?

Your tools do not define you. Solve a problem first, then use your tools to conquer that problem.

Solve a problem

“Where I live Branding is something that happens to cows.” - Marcus Blankenship. Be clear and use language that your client will understand.

Be clear!

If your pricing is overly complicated you will lose trust. Keep it simple.

Simple Pricing

Reduce scope before you drop the price

Don’t cave on pricing. If a client’s budget falls short, reduce the scope. Dropping your price for no reason only serves to undervalue your service.

Be prepared to walk if it’s not going to pan out. Make a recommendation for someone who can help your client and say goodbye, amicably.

It’s OK to walk away

Too low can be as dangerous as too high. Big companies want to spend more money. Someone with money in abundance is more likely to buy a Mercedes than a Kia.

Big companies spend more money

Writing the perfect proposal will take your client from “How can I find this cheaper?” to “What can I do to (afford) work with this company.”

I need to find the money…

The dot on the “i”

A proposal is a reinforcement of all the groundwork you’ve put in up to that point. It’s the dot on the i.

Client’s won’t upsell if you don’t let them

Give your client the option to spend more money. If you don’t give the option, they won’t.

It’s only by understanding the real motivations of your client that you can you provide a truly valuable solution.

Understand your client’s real motivations

Not matter how many pricing options you give, don’t let “go elsewhere” be one of them.

Your pricing options...

Get a feel for how it looks and reads in your inbox

Before sending a proposal, email it to yourself. Get a feel for it in your inbox.

If a proposal fails, follow up. Ask why it didn’t work for your client. It will help you to avoid similar mistakes in the future.

If it fails, follow up. Always

Nothing is set in stone. Experiment with everything!

Experiment, experiment, experiment…

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