Know-How Exchange : Other

Unless a one-page letter is required, what I would suggest is a cover letter and an attached two-page proposal.

(Actually, we have learned from experience NEVER to email or mail a proposal. Too much gets lost in translation, and you need to be there to establish the relationship even more. Additionally, the truth about proposals and agreements is that they are merely the finishing confirmation to discussions and verbal agreements that have already taken place.)

BUT, to answer your question, here is a model you can follow.

THE LETTER
Make it professional, yet friendly, and refer to the engagement.

Dear {XX},
I'm pleased to provide the attached proposal for {description of the project}. OUR COMPANY {that's you} is seasoned in delivering {general service/product category} to our {industry - technology, insurance, medial} clients around the {state, city, nation, world}. We welcome the opportunity to work with you and your team.

I look forward to talking with you personally about this proposal and answering any questions you might have. I will call you on {Tuesday}. Thank you!

Best regards,
(YOU)

THE PROPOSAL OUTLINE
Introduction -- Describe the client, his market, and why he has come to you for services (the problem). This is the set up -- it shows you understand the project. We list 3-4 questions that the client is asking -- (high level -- like What can we do to gain market share?" "How do we differentiate our company?") -- and that our services will answer).

Proposed Services -- We outline the phases and what we do in each one - in detail. (NO pricing yet!)

Deliverables -- We tell the client what he will get. As we do market research and planning, we need to make the client feel comfortable with what we deliver as it is knowledge -- a strategy report, presentation, marketing mix plan etc. including action items, budgets, timetable, etc. -- whatever.

Assumptions -- We spell out the assumptions to the engagement, if any -- that is, we will use the client's data, or we will assume the accuracy of their segmentation report, that we will not be providing implementation services, printing, design etc. to support the action plan. Things like that -- no surprises is very good.

Business Benefits -- we share how the deliverables will help the client achieve his business objectives -- essentially the value he will derive. These are high level -- for my company, two might be:
* Develop a strong and realistic foundation on which to build a variety of marketing initiatives
* Identify the Company’s strengths, limitations, opportunities and challenges relating to its markets, ensuring accurate planning, promotions, and sales efforts

Project Schedule -- We define the project schedule in broad terms -- XX weeks for Phase I, XX weeks for Phase II, etc.

Project Cost and Billing Schedule -- Here's the "meat" -- but first we showed value! Following is a simple "reprint" -- we don't belabor it:

The cost for Phases I and II of these proposed services is $XX,000. Client shall pay OUR COMPANY per the following installment schedule:
* Initial installment of 40% ($XX,000) is payable prior to project initiation.
* The second installment of 30% ($X,000) will be invoiced once completion of Phase I or 45 days after project initiation, whichever comes first.
* The final installment of 30% ($X,000) will be billed upon completion of Phase II or 45 days after Phase II initiation.
* Invoices shall be payable (XX) days net of receipt.
* Any additional changes, modifications, or additions are subject to additional fees billed at $XXX.00 per hour.

Getting Started -- Here's the text -- "Work may begin within ten (10) days of the signing of a Consulting Services Agreement (CSA) and the receipt of the initial payment by OUR COMPANY. We look forward to working with CLIENT and to helping it achieve its business goals."
Remember -- this is just the proposal, they still need to sign, in our opinion a services agreement, WHICH we have ready to give them when we meet with them to deliver the proposal.

Appendix -- You could include company fact sheet, lead partner bios if applicable, and other pertinent info.

Make it look polished. Proof it. And good luck!

There is an entire chapter in Rasputin For Hire : An inside look at management consulting between jobs or as a second career devoted to writing a winning proposal. And there is a sample proposal included in the appendix to the book.

If writing this proposal is important to you, I'd recommend reading the book and studying the sample. It may be overkill for your needs, but there are many subtle lessons in there, and it's worth learning how to do it right.

The real key, if there is one, is to put yourself in the client's shoes and write what the client needs to hear/read, not all the reasons why you think you are so great, and how perfect you are for the assignment, etc.

The best proposals reflect a deep understanding of what's going through the client's mind, how they're viewing the project, and why it's so important for them to get the project done right.

If you focus on the benefit to the client you'll be miles ahead of most folks, who are all too anxious to strut their stuff, flaunt their experience, and sell themselves to the client. The proposal should be about the client and his/her needs, and how you will address those needs and deliver a project that is as good and thorough as your proposal.

That's the short version. You can get all the rest in Rasputin For Hire. You can preview the table of contents, introduction and chapter 1 at www.rasputinforhire.com and you can purchase the book at the same site, online at Amazon.com or bn.com, or through most bookstores in the US.

ccoldren has provided an outline that's similar to the one suggested in the book, though I'd recommend a "Summary of Proposal" section just after the introduction. It should expand on the opening sentence that sets the stage with a "big idea." (Think of the "Summary of Proposal" as the executive summary -- perfect for your client to put in a cover note to his/her boss.)

And don't forget to make the whole letter benefit oriented (for the client) -- why the client needs this, how it's going to benefit them, ancillary benefits, etc.

MarketingProfs has published several articles that you might find useful.

How to write effective proposals

How to write a killer proposal

How to win business with proposal infographics