Know-How Exchange : Student Questions

The key is to put yourself in the place of your prospect. Understand what he/she needs to know to take the desired action, and then offer that up in terms that are comfortable and familiar to the target.

The proposal should be all about how you understand their "itch" and know exactly how to "scratch it." Resist the temptation to make the proposal all about you, your product or service, and how great you are.

In Rasputin For Hire : An inside look at management consulting between jobs or as a second career, there's an entire chapter devoted to writing effective proposals, with an explanation of each major section, suggestions for approaching the project, etc. Then there's a sample proposal in the appendix that applies all the lessons in the chapter.

It will answer your question, perhaps more thoroughly than you ever expected ... and certainly more completely than we could answer it in this forum.

You can preview the table of contents, introduction, and chapter 1 at the website www.rasputinforhire.com .

The book can be purchased on the website or through Amazon.com, bn.com, or most bookstores in the US.

If you really need to master the art of proposal-writing, I'd recommend you lay your hands on a copy of the book and read/understand that particular chapter. (You may also find other things in the book that will be helpful, but the chapter on proposal writing alone will justify the purchase.)

Boy, this question has been asked a lot lately! Here’s info I gave as an answer to a previous query:

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. IMO, they still need to sign, 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!