Chapter 8 - The Planning and Writing of Persuasive Proposals 1 Proposals Proposals are marketing...

Chapter 8 - The Planning and Writing of Persuasive Proposals1

Proposals

Proposals are marketing tools that sell your ideas to others

A persuasive document that Communicates what you plan to do or offer Explains how you will implement what you propose Convinces potential customer that you can better meet his or

her needs than the competition Stresses unique qualifications of your organization to do the

job or provide goods or services Often stands alone in selling your solution or services


Classification of Proposals

Internal Versus External Internal

Usually directed at a specific level of management within your organization

Can be simple or time-consuming and lengthy Has the potential to radically change the organization

Reorganize the company Build new facilities

External A marketing tool aimed at current or prospective customers More common than internal proposals



Solicited Proposals Respond to a request Advertised

Requested when desired product or service can be defined concisely and quantitatively

Suppliers learn of requirements in Invitation for Bids (IFB)

Negotiated proposal Allows writer to specify a proposed solution to the need Originates with Request for Proposals (RFP) from

potential customer; explains need and seeks responses



Unsolicited Proposals Identify a need and propose to meet it Initiated by the proposal writer More difficult to write than solicited proposal

Target audience must first be convinced: That a need exists That the response is worth the time and money required

Preparing and presenting generally requires exceptional persuasive skills



Forms of Proposals Letter proposals

Written for projects that aren’t complex; brief Used to present qualification or commercial

proposals

Preliminary proposals Used in service areas such as public accounting or

advertising May be either qualification or commercial proposals



Forms of Proposals Detailed proposals

Longest and most complex Usually commercial proposals that contain

precise plans and cost estimates Oral

Can accompany written qualifications but should not take their place

An opportunity for experts to explain their areas of knowledge and experience, detail the services they can provide, and give immediate feedback to questions


The Proposal Planning Process

Screening: The Bid/No Bid Decision Most important aspect of the planning process Screen RFP or IFB to decide if you should compete

for the job Does your firm meet the qualifications? Is your company capable of doing the work? How will taking the work influence your staff’s workload? Will taking this job enhance your reputation? What are your chances of winning?

Determine the total value of the project to your firm



Creating a capture plan An analytical planning document prepared for

internal use Ensures the creation of a winning proposal Involves careful planning to review all variables

that might affect the proposal Entails conducting a customer analysis

and a situational analysis



Conduct a customer analysis Problem identification

Meet with contracting agent and ask questions

Needs analysis Examine RFP or IFB to fully understand customer needs

Customer’s previous procurement background Conduct research to determine customer’s buying behavior

Proposal evaluator Use formal list of criteria to be used in the evaluation as a

checklist for your proposal



Conduct a situational analysis Competitor analysis

Know the strengths and weaknesses of the competition Internal analysis

What are your company’s strengths and previous experience in this specific field?

Build on or sell your company’s reputation Theme development

Develop a few major themes that communicate that your ideas are better than everyone else’s



Formulating a Solution and Strategies Technical strategy

Explains the solution and how it will be implemented To convince reader that solution best meets his needs

Management strategy Establishes your company’s ability to carry out solution

Cost strategy or cost estimate Allows reader to assess if company can afford

products or services proposed Allows reader to determine if your offering is

competitively priced



Budgeting and Scheduling the Proposal Effort Prepare a proposal cost budget Prepare a proposal schedule Proposal manager monitors and controls costs Use Gantt chart to aid in scheduling Schedule all proposal activities to meet

crucial deadlines Scheduling forces you to be organized!


The Proposal Writing Process

The Writing Process Be persuasive

Use a hook or attention-getting device Back up your statements with facts and statistics

Write effectively Clear, concise, attractive and free of errors Organize writing for maximum clarity and effect

Use graphic appeal Pay attention to the layout of your proposal Use appropriate graphics to illustrate and clarify



Additional Types of Proposals Procurement proposal

Requested by government entities State who qualifies to submit a proposal, what form it

should take and what information should appear Must follow RFP or IFB directions exactly

Grant proposal Used by nonprofit organizations to obtain funding Organization must prove its nonprofit status Present a plan for obtaining additional funding in the future



Proposal Formats Cover materials

letter of transmittal, title page, table of contents

Executive summary Briefly states the need or problem, solution,

plan, and costs and resources required

Introductory materials Background to the situation or cause of the problem Purpose and goals of the proposal



Proposal Formats Need or problem statement

State the problem concisely Technical solution or methodology

Heart of the proposal Present solution and prove that it is the best alternative

Management profiles Introduce the individual or team who will implement

solution; describe how you will organize the project Describe administrative methods; sell company strengths



Proposal Formats Budget

Provide thorough breakdown of costs List subcontractors, their qualifications, and costs

Conclusion and recommendations Last chance to sell your solution Summarize the problem and your solution

Bibliography (research resources)

Appendices (resumes, letters of reference)


Finishing Touches

Packaging Professional appearance

Type should be clean and easy to read Enclose external proposals in a binder

Evaluating the proposal Evaluate proposal in light of RFP or IFB to

ensure that it is complete

Delivering the proposal Be sure to submit correct number of copies Be prepared to make an oral presentation, if necessary

Chapter 8 - The Planning and Writing of Persuasive Proposals 1 Proposals Proposals are marketing...

Documents

Transcript of Chapter 8 - The Planning and Writing of Persuasive Proposals 1 Proposals Proposals are marketing...