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How to Write a Sales Proposal

Frankly, writing winning sales proposals isn't about formula, it is about understanding what your potential client wants, measuring what you have to offer against that and then matching the two.

Although there is no magic method for writing a business proposal, this page includes a generic, step by step process and a sample structure.  Using the process and structure below you will come out with a sample business proposal that will pass muster. 

However if you started your response to a request for proposal (RFP) by hitting the internet looking for examples, then may we respectfully suggest you might need more than generic help.  We know that there are some folks out there who are simply looking for a template to download.  If so your search is over.  We have a great template called Proposal Master which will make your life really easy. There are many things you need to think about in constructing a winning proposal.  Proposal Master works with Small and Medium Sized companies at a surprisingly low fee, so if what you see below makes sense, why not try Proposal Master which will help you with the process, and increase your chance of winning!

Business Proposal Example Steps

The following steps will get you started for most business proposals, but bear in mind that every one is different and that there are no stock answers:

1. Go to the qualification guide, and fill it in.  While you are waiting for the response, compile the following:

2. Your firm's back ground and credentials for the job in a matrix as follows:

Assignment	Why selected	Value delivered

3. A short CV on each member of the team in the form:

4. A technical evaluation of the job.  Draw up a matrix of what is required as follows:

Feature required by client	"Must have" or "would like"?	Reason for their needing it (find out!)	Your ability to meet the need	Your alternative offer

This should give you a good starting point to work on your key message.  This is the point that you will want to hammer home time and again throughout your proposal.  As a starting point use this formula:
We are:	i.e. what is significant or distinguishing about you
We have:	i.e. the unique selling proposition that you will be offering to the prospect
We can:	i.e. what you will do for them that will make a difference to their business
We are:	i.e. what is significant or distinguishing about you

Format
The format will also depend on the relationship you have (or have not) built with your prospect, the nature of the request for proposal process they are following and how well your solution fits their needs.

Your proposal may be in the form of an e-mail, letter, prospect supplied tender document or written document produced by you. It may even be a simple phone call, but the structure remains the same.  The exact format will depend on the competitive conditions, the relationship you have with the client and the amount of investment you feel is needed to demonstrate your hunger for the business.

Business Proposal Example Structure

A sample business proposal structure will be as follows:

Section	Key content	Responsibility
Covering letter	Thanks for the opportunity, key selling messages	Team leader
Contents	Navigation guide with key selling messages highlighted	Project manager
Management summary	Assume this is the only page they will read	Team leader
Playback	Tell them what you heard and why you have approached the assignment as you have	Team
Evaluation	Tell them what you think of the project, its strengths, weaknesses opportunities and threats (SWOT analysis)  Point out any fundamental flaws in their approach and explain why	Team
Solution	Explain your solution, how it meets their needs and where you have competitive advantage	Team
Proof	Demonstrate that you have the knowledge, experience and know-how to deliver	Technical & marketing
Fee	Explain your pricing structure, provide alternative price breaks and options, let them chose how they want to pay, not whether they want to pay you! Apply a 'price point' test. Are your charges reasonable in this market at this time for this product?	Team leader and senior colleagues
Team	Tell them who will deliver, how they will be measured and why you are confident that they can meet the objectives	Team
Technical appendices	This is the place for the technical explanation which will be read by the folks in the engine room.  Give them plenty of meaty content.	Technical support

Other matters to consider

1. Who is controlling the process?  The proposal may have to be built differently if there is a consultant or purchase department involved or if the process is being run in a very rigid framework.

2. What have you learned during discussions with the client. Every meeting is part of the process and the judgements will start from the word "go".  Who is attending the meetings, what messages are you leaving behind, what support material are you using?

3. Does the process include a 'stand-up' sales presentation or sales pitch?  If it does, the groundwork needs to be laid as the proposal is being developed.  Otherwise you are going to look disorganised and uncoordinated.

4. Do you need to showcase technology.  If so what medium are you going to use and who is going to stage manage it for you.

5. Have you read the tender documentation in detail and allocated responsibility for compliance to a member of the team.   There are many examples of business proposals which have been rejected without having been read because of a simple slip in the construction of the document.

6. Have you reviewed your competitive position.  While you need to focus on what you are selling and not what your competition are doing, you do need to be aware if they have recently made a significant announcement or if they have beaten you recently using a specific tactic.  If so, what measures are you going to highlight to combat them?

7. Is the team working together as they should.  Particularly if you are offering a commodity service, clients will take great notice of the chemistry, so make sure that the team behaves and works together.

8. No matter how experienced the team they MUST rehearse: before every client meeting and before every sales presentation.  There is NO SUCH THING AS OVER REHEARSAL! (Ask any actor!)

9. If this business is really important, do you need help in putting it together? If so, please contact us

10. Remember this page is merely a guide.  If the proposal is important to you and you are not experienced in putting something like this together, get help.  It will pay for itself many times over.  As they say in Romania: "A gram of PRACTICAL help is worth a kilo of theory".

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