HOW TO WRITE A BUSINESS PROPOSAL THAT GETS YOU THE BUSINESS

... but the damned thing gets rejected! Sound familiar? Well, if it doesn't, it's because you're an ingenue who's only been in the proposal-writing business about five minutes -- or because you know the secrets of writing business proposals that really do get you the business. Here are those secrets.

#1 The Purpose Of A Proposal Is Not To Write A Proposal But To Make A Sale

While this may seem obvious, I assure you that even the most cursory reading of most proposals would convince you otherwise. These documents lose sight of the main objective and the main purpose of the proposal: getting you business.

Remind yourself of this salient fact as you start work on your proposal. Say to yourself, "I'm writing this proposal for one reason and one reason only: to land a client. With this in mind, I intend to closely scrutinize this document to determine if everything in it assists me in realizing this objective... or retards the achievement of this objective. Nothing that does not help me achieve my main objective can be allowed to remain; anything that assists me in achieving it must be included."

Now you know the game: landing the client. And you know what you must do: find everything you can that will make this outcome likely -- and use it. And discard everything that works against it -- and rigorously exclude it. We're on the right track.

#2 Start Your "Client-Centered" Research Process

i) the successful proposal is based on the client's wants, and

ii) until you know these wants you cannot write the successful proposal.

Go back for a minute to our opening vignette. The prospect seems happy. He likes your ideas and asks you to submit your proposal. It may seem like good manners to go back and start on the proposal right then... but it's just downright stupid.

Before you can submit a proposal that has a high likelihood of success, you've got to gather some crucial information from the prospect, information like:

• what do you want to achieve;
• when do you want to achieve it;
• what is your budget for achieving it;
• what internal resources do you have for achieving it;
• have you tried to achieve this before;
• what happened;
• what will the consequences be if you don't achieve it?

Inexperienced proposal writers are afraid of this research. They regard it as intrusive, indelicate, and often are handicapped in carrying it out because they feel the prospect may think less of them because they don't know all the answers in advance, that the asking of such questions is somehow unprofessional. Amazing!

The true professional starts with a recognition that he knows how to do certain things, knows how to achieve certain results, but that what he knows must be tailored to each individual situation so that the best results can be achieved in each case. This means asking the prospect very pointed questions... and getting the most specific answers. Asking these questions is the sign of a seasoned professional, someone who knows he needs this information not only to get the contract... but, in due course, to achieve the results the client wishes.

What's more, how the prospect handles this research process offers very important clues about whether you want to work with him... and whether he's in a position to help you achieve results. A prospect who really wishes to achieve the results he says he wants to achieve will approach this discovery process with the seriousness it deserves. He'll want you to know -- in exact detail -- what his situation is and will be very receptive to questions which under other situations might well be construed as impertinent. In short, he'll work hard to give you the information you need. And if the prospect doesn't give you the details you need? Beware! Either he doesn't understand his situation sufficiently well... or is trying to play games with you. Either way, you must ask yourself if this is the kind of client you want to work with.

Note: before writing off a prospect because he doesn't give you the information you need to write the necessary client- centered proposal, try this. Look the prospect right in the eyes and say, "Mr. Prospect, I want to help you. But to be able to help you I need certain information. I'm not asking for this information idly or because I'm merely curious. I'm asking for it so I can determine the best way to help you." Then say, "If I could help you, Mr. Prospect, would you want my assistance?" If he says yes, go back to the questions that must be answered before you can write the proposal; if he says no or continues to beat around the bush or give you uselessly vague answers, conclude your conversation as promptly and courteously as possible since you'll never get the data you need to write the client-centered proposal. Solice yourself as best as you can by the necessary conclusion that even if you got this job it was probably going to be more trouble that it was worth.

#3 Before You Write A Word, Review What You've Discovered With Your Prospect

Call your prospect and review what you've learned. Take this opportunity to confirm what he wants to achieve (his objective), when he wants to achieve it, the resources he is willing to commit to achieving it... and anything else that's pertinent to the proposal you're about to write. Get the prospect to affirm that, yes, what you're saying is correct... or to take this opportunity to refine it so that you'll know his situation more accurately... and be able to act accordingly.

Two important things happen during this process:

i) you deepen your understanding of what the prospect really wants to achieve and why he wants to achieve it,

ii) you develop your relationship with the prospect. He sees that you are serious in your attempt to understand his situation. You are progressively less a salesperson and more the person he sees with his solution. In short, you've enhanced the likelihood that you'll be hired.

#4 Before You Write: Understanding The Structure Of The Successful Proposal

At this point it's worth reminding you of just what a proposal really is. A proposal outlines a plan which when implemented moves the client from where he is to where he wants to be. He only cares about you and your skills insofar as he sees you as necessary to accomplish this movement.

Remember this

-- the proposal opening

-- action plan

Here you inform the prospect how you intend to work so that he achieves what he wants, viz one more widget per hour. What you put in here will obviously vary depending on just how you work. Some things to be included may include:

• where you'll work
• how long you'll work
• with whom you'll work
• the number of meetings you need
• the resources the prospect needs to commit, etc.

-- your special skills and capabilities for achieving what the client wants

-- cost to the prospect

Note: there may be several different ways of achieving the result the prospect wishes. Perhaps these involve the prospect doing part of the work himself... or of achieving differing amounts of success depending on how heavily he invests in you and your system. Here it's perfectly acceptable to outline different options available to the prospect. But don't just title them "Option A", "Option B," etc. Put what the client gets (and what he has to do) in the title, thus:

Option 1: One More Widget Per Hour, All Work Done By (name of your company)

Option 2: One More Widget Per Hour, Work Primarily Done By (prospect), Overseen By (name of your company)

Prospects like options like these. It shows them that you've thought about their situation in detail and have come up with several ways of getting them what they want. They thus have the ability to choose. Or at least have the illusion of choice. Because the truth is, if you're a smart proposal writer you'll work hard on the presentation of your best option (read "most lucrative") while making it plain just how much the prospect loses if he selects any other course.

-- the testimonial appendix

#5 Your Proposal Cover Letter

It goes: "You are on the verge of achieving (the benefit the prospect wants). Just how you'll get it is discussed in the proposal that's enclosed. I want to help you get (the benefit the prospect wants). Let me! I'll be calling you in (no more than 5 business days) to discuss what I'm sending you now. If there is any aspect of the proposal that you'd like to discuss, please do.

I feel sure I can help you achieve (benefit that prospect wants). And I'm ready, willing, and able to begin work so you get it as soon as possible." Who can resist such a client-centered appeal?

#6 Follow-Up

If the prospect indicates that something is of concern to him or that something in your action plan needs to be elaborated upon, indicate when he'll get your considered response. If you're working on a computer, it should be easy enough to integrate what the client wants and send an amended proposal; it not, simply send a letter providing what the prospect wants. But get it to him promptly!

#7 If Your Proposal Gets Rejected....

#8 When Your Proposal Is Accepted...