6 Steps To Create a Winning Proposal

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6 Steps To Create a Winning ProposalDCE Communications LLC

Welcome to 6 Steps To Create a Winning Proposal. My name is Diane Einsele and I am the Principal Consultant and Owner of DCE Communications LLC. We have been Helping Small Business Communicate Since 2001.

Todays topic will provide you with the elements you need to build a winning proposal for any Client that will show your professionalism and attention to detail, two qualities that will impress any Client, giving you a leg up in todays highly competitive environment. 1

6 Steps To Create a Winning ProposalPrepareAssemble ProposalProofread & EditExecutive SummaryFinal FlourishesWrite Cover Letter2(c) 2012 Copyright DCE Communications LLC

The six steps to a winning proposal are listed on slide 2 and include:PREPARATIONASSEMBLY OF THE PROPOSALPROOFREADING AND EDITINGADDING THE EXECUTIVE SUMMARYADDING THE FINISHING TOUCHES THAT WILL POLISH YOUR PROPOSALAND FINALLY, WHAT TO INCLUDE IN YOUR COVER LETTER.

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PREPAREAssign Response TeamIdentify AudienceResearch: Background (incl. Budget) Clarify Problem Evaluate Possible Solutions on Client Criteria Logistics Cost Acceptable ROI Choose Most Appropriate Solution

3(c) 2012 Copyright DCE Communications LLCBy failing to prepareyou are preparing to fail- Benjamin Franklin

Ben Franklins quote makes as much sense today as it did over 200 years ago. Your 1st secret weapon in creating a winning proposal is to PREPARE. Knowing your subject matter better than your competition, will allow you to solve your Clients problem better than your competition.

The first task in PREPARE is to assign someone or a team to prepare the actual written response. Select an experienced individual or team that can produce a competent response document.

The second task is to identify the target audience in the Clients organization. A CEO will look for high level statements, while a middle manager needs more hands-on detail. If both levels are in your audience, ensure your Executive Summary has the right highlights for the CEO and ensure the rest of your proposal has sufficient detail to satisfy the middle manager(s).

Task 3 is the Research you need to do to get to know your Client and his Problem. Youll be asking your Client questions like: Who is served by the process or department under scrutiny? What situations does the Client think helped contribute to the Problem? What is his budget to solve the Problem? What is the Client companys expectations regarding ROI? Does he place any restrictions upon potential Solutions? In what locations must the Solution be implemented? Can the Client contribute manpower to implementing a Solution? How many staff and where are they?

Once you think you have a handle on the Client and his Problem, brainstorm various possible solutions with your team or other colleagues. No idea is bad until it is evaluated. Then evaluate each possible solution against the criteria uncovered during your Research until you decide on the Solution that fits all requirements. If you find that more than one possible solution will work, offer them both in your proposal as options, but be clear about the pros and cons of each so the Client can make an informed decision.

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ASSEMBLE PROPOSAL

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Now that you have your Solution defined, lets begin assembling the response document.

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ASSEMBLE - BackgroundBackground of Client companyName, what they do, where they are1 short paragraph, generally lifted from their website for accuracyPlace Problem in contextClient history surrounding Problem1-2 brief paragraphs5(c) 2012 Copyright DCE Communications LLC

After the Executive Summary, the first section of any proposal will be a brief but thorough background of the Client company and a clear, contextual statement of the Problem. Feel free to borrow from the Clients website for company background it will be the most accurate information on the subject. Keep it to one short paragraph, so feel free to paraphrase their content to meet that requirement.

Providing some of the history surrounding the Problem deserves an extra paragraph. After all, it is the Problem that prompted the proposal in the first place.

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ASSEMBLE Define Root ProblemState the Problem That Needs Solving (e.g. reduce telecomm costs)What is the root of the Problem?Specific departments, process(es)?For example, specific types of telecomm costs?(e.g. local, mobile, long distance?)(e.g. underestimated user need, provider cost too high, too many unused lines, contract expired?)Clearly state direction to solve Problem(e.g. we recommend re-negotiating contracts with multiple providers and line consolidation.)


The second section of the proposal response is a clear, detailed statement of the Problem, something like reduce telecommunication costs. Clarify in what department or process(es) lies the root of the Problem. Are costs overly high company-wide or for selected groups of users? Your Research should have uncovered the most recent contract renewal dates with the Clients telecomm providers, which might also be a cost factor.

After stating the Problem and the areas that affect it, make a confident recommendation of the direction your company intends to pursue to solve the Problem. 6

ASSEMBLE - DESCRIBE SOLUTIONDraw Solution by hand, Visio, etc. Picture is worth a thousand words

2. Describe Solution in words - Identify Products or Services key to the Solution - How the parts work or process flows - How it will be implemented - How it solves Problem - Highlight Your Competitive Advantages - Keep It Clear & Simple* short paragraphs* simple sentences* avoid marketing-speak

7(c) 2012 Copyright DCE Communications LLCSample Solution Drawing

In describing your Solution(s), I cannot iterate enough how important pictures can be when describing your Solution(s). When drawn correctly, illustrations and flow charts can summarize your Solution in a nutshell, making it easier for your Client to understand your Solution, giving you a competitive advantage.

Accompany your drawings with clearly written text descriptions that identify the Products or Services at the heart of your Solution, define how your Solution works, what the parts are or how the new process works. Remember to include how you plan to implement your Solution and highlight the competitive advantages of your Solution using your companys Products and Services.

Above all, write clearly and simply. This practice will also give you a strong competitive advantage. Use short, 2-4 sentence paragraphs; use simple sentences with no more than 2 clauses. And above all, avoid sounding like a sales brochure. 7

ASSEMBLE - CostingCost Your SolutionItemize Hardware vs. Software vs. ServiceBreakdown by department, if applicable

Discuss Return On Investment (ROI)Must be well within acceptable limits to customer8(c) 2012 Copyright DCE Communications LLC

You should have done your Costing and ROI calculations during Research while evaluating the best Solution(s). Make the Costing and ROI calculations easy to read by itemizing hardware from software from services. Costing table(s) should also follow your Clients display preferences. Do your work in a spreadsheet with formulae so numbers align and totals and ratios are accurate. Avoid depending on hand calculations whenever possible; you open yourself up to error. Rather, let your computer do the work. But do explain how totals and ratios are derived. Format the table for easy readability and an attractive appearance. Re-verify your resulting ROI meets or exceeds the Clients expectations.8

ASSEMBLE - Exhibits

Datasheets Contract boilerplate Price List (if applicable)


The final part of actual Assembly is gathering the Exhibits. Most proposals include sales sheets for the Products or Services in the proposal; some even include an official Price List, at least for the Products and Services quoted. If your company policy dictates that this type of Client warrants a contract rather than a purchase order to formalize the relationship, include a blank copy of a contract for the Client to review. Include whatever other generic company collateral is pertinent to the sale of these Products and Services.

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PROOFREAD & EDITMore eyes are better than twoCorrect spelling, grammar, syntaxStreamline wordy or complex sentencesUse active voice wherever possibleFocus on positive attributesAvoid negative modifiers


Well, you are done putting most of the pieces together. Its time to let someone else review the document for errors and omissions. Two or more additional reviewers will do.

Things to look out for and adjust areSpelling, grammar or syntax violations Wordy or complex sentences; SIMPLIFY! Passive voice verbs they are weak compared to active voice, which expresses confidence Replace negative statements with positive statements. For example, rather than say IT wont have to call multiple vendors for support, say instead IT will have one single place to call for support, eliminating the fingerpointing so prevalent in multi-vendor situations.10

EXECUTIVE SUMMARYOpening Paragraph 2-3 sentencesBriefly describe Client, state Problem in contextExposition Paragraph(s) 2-3 paragraphsIdentify products/services you chose for SolutionDescribe Solution and its competitive advantages for the ClientState total cost, ROI and payment optionsClosing Paragraph 2-3 sentencesBrag a little about previous successes with products or services in your Solution11(c) 2012 Copyright DCE Communications LLC

Now that your proposal is complete, its time to add the Executive Summary up front for, well, the executives. The Executive Summary expresses the 30,000 foot level snapshot of your proposal. It should supply a C-level executive with all he or she needs to know to understand your Solution and its Cost within a quick read.

Your opening paragraph just 2-3 sentences describes the Client and summarizes the Problem. Be sure to include some background info from your Research to place the Problem in context.

Summarize the Solutions and financials in 2-3 paragraphs. Be sure to highlight the Products or Services you recommended, the Solution using those Products and Services,, how they meet the Clients goals and the competitive advantages your Client can realize in his own market space.

Close the Executive Summary with a little toot of your own horn, citing similar clients who have benefitted from your Solution or components in your Solution. Only use their names if they have permitted you to do so.

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FINAL FLOURISHESAdd Table of ContentsAdd Cover PageTitle: Purpose of proposalIdentify Client by name, address, logoIdentify Your Company by name, address, logoIdentify You, with contact infoInclude Date submitted to Client(c) 2012 Copyright DCE Communications LLC12

icing on the cake

The final flourishes make your proposal document truly professional.

Insert a Table of Contents before the Executive Summary. You need to use Header 1, 2, 3 styles for section/sub-section headers throughout the document or a proper Table of Contents will fail to construct automatically. Be sure to adhere to strict use of the header styles or your TOC will read poorly which will reflect poorly on your company.

The final touch the icing on the cake if you will is the Cover Page. This ties the document together and gives it a professional finish. Its a good way to identify all the parties involved vendor and client and mark the date of submission. Including your Clients logo is a thoughtful professional touch, but for best results be sure to use a graphic file of sufficient resolution for print work 150dpi minimum.

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COVER LETTEROpening ParagraphExpress gratitude for the opportunity to bidState purpose of your proposal (i.e. address their Problem)2nd Paragraph teaser of Solution & CostOffer brief glimpse of SolutionUser comparative descriptors re: CostMake them want to open the proposal ClosingOffer customer references, free demo, etc.State your follow-up plan with ClientInclude all your contact information


Before you can send off your brilliant and winning proposal, you need to draft a Cover Letter that introduces you and the proposal youre sending the Client. A good cover letter does four (4) things: Greets your Client contact and thanks them for the opportunity to bid Provides a tease of the Solution and Cost. You can describe the Solution in one sentence and reference the Product or Service at the heart of the Solution, but no numbers on the Cost teasers. After all, you want them to open and read your proposal; why would they do that if you have revealed all in the Cover Letter? Closes with a statement of your follow-up planyoull be calling in a week; offer them a free demo, etc. Provides all your contact information...again. Once is never enough. Whether you are using company letterhead or an email, ensure your signature is followed by all phone, fax, email and other ways to reach you.

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delivering your winning proposalEPILOGUE(c) 2012 Copyright DCE Communications LLC14

Now that your proposal is complete, how should you deliver it to the Client?

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DELIVERYIf hardcopysend bound, use express delivery service (signature required)If softcopyconvert proposal to PDF & EmailCopy Cover Letter text into message bodyAttach PDF to email ORUpload to your favorite Cloud storage service (mark private)Include link to PDF in email message bodySample Cloud Services: Dropbox, Acrobat.com, iCloud, etc.(c) 2012 Copyright DCE Communications LLC15

Until about 10 years ago, proposals were traditionally printed, bound and express-mailed to the Client often in duplicate or even triplicate.

The rise of email, the Internet and other technologies changed all that.

Today, you will most likely convert your proposal document to a secured PDF and either email it as an attachment or upload it to a Cloud service, accessible by a secured Web link. Referencing a link conserves email bandwidth, which can be a consideration if your proposal must be read by more than 2 or 3 people and its file size is fairly large.

In either case, you will copy the Cover Letter text into the body of your email message before adding the attachment or document URL.15

DELIVERY(If you really want to stand out)Present proposal highlights on VIDEOThis means transferring proposal to Powerpoint or flip chartsrequires more graphics, slightly less detail10 minutes or lessUpload private video to YouTube, VimeoOptionally upload PDF version of proposal to favorite Cloud serviceEmail notice to ClientCopy text of Cover Letter into message bodyInclude links to private video, PDF orInclude link to private video, attach PDF

(c) 2012 Copyright DCE Communications LLC16

If you really want to stand out, consider delivering your proposal in person via pre-recorded video. According to comScores whitepaper, 2012 U.S. Digital Future in Focus, Internet users viewed video 43% more in 2011 than they did in 2010, and that number will continue to rise with the explosion in mobile device deployments. So just having your winning proposal read may not be enough to push your response over the finish line.

Of course there will a tad extra work for you. You will have to build a Powerpoint presentation or flip charts out of the proposals highlights, depending on how you want to be on-camera or whether you want to be on-camera at all.

With a tool like Camtasia, you can record your Powerpoint slide presentation with audio only or both audio and video of yourself in a split-screen with your slides. You may even add music to the recording.

Of course if you prefer the more personal touch, you can always transfer the proposal to a series of flip charts and use a simple webcam recording without a tool like Camtasia.

With video in hand, upload your video to either YouTube or Vimeo they both allow for private uploads and you will have a unique link assigned to your video proposal file.

Of course, you will still supply the Client with the PDF of the written proposal as a courtesy. Build your email Cover Letter as described earlier, and include the link to your video proposal along with PDF attachment or link to PDF of written proposal.

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Thats it for 6 Steps To Create a Winning Proposal. I thank you for your time and invite you to contact me if you have questions about this or any business communications matter.

Feel free to visit our blog at http://dcecomm.wordpress.com or our website at www.dcecommunications.com .

You may download 6 Steps To Create a Winning Proposal and our other presentations from: http://www.slideshare.net/deinsele.

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6 Steps To Create a Winning Proposal

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Transcript of 6 Steps To Create a Winning Proposal