Proposal Preparation
Q: I have just gotten a RFQ for a big job. I don't know where to start and I don't want to blow this opportunity. — S.B.
A: You just got a Request for Quote (RFQ) or a Request for Proposal (RFP), now what...
First, read the request for proposal over completely and carefully. It would amaze you to know how many of your competitors will not even read the complete request. Highlight important information as you go, e.g., the due date, the length.
Start with an Outline Page. Write those important points at the top of your Outline page. Continue through the request and note on your Outline page the different sections that they are requesting you cover in your proposal. Leave space between each section header. These section headers will become your "Chapters". As you read, make note of what they consider the problems they need you to solve. So let's start with the formula:
1. Problem - What problems does the request for proposal want you to fix? Why does the client think you are the one to solve them? How can you help them?
2. Intention - What are your clients looking for when they sent the proposal to you? What will your clients get when they work with you? What can you give them that no one else can?
3. Outcome - This is the fulfillment of the Intention. What is their perfect Outcome and how can you give it to them? List all the specific benefits they get when they work with you? Give them the details that make you different.
4. Proof - Who have you worked with and what kind of results have you produced? Use short success stories and testimonials to provide "social proof" that you can do what you say. Show them who you are, why you are successful and most importantly how you can make them successful too.
5. Offer - Very specific details on what you are going to do for them. Use "call to action" statements to motivate your client.
It's easiest to describe your company and resume first, but it's the wrong way to start. The proposal introduction should be about the customer — not about you. To be blunt, they don't care about you. They want to know what you can do for them. What you write in your proposal is all about creating a relationship with the client. You are selling even with a proposal. Think about the last time you met someone and thought they only talked about themselves. It's the same with your RFQ response.
Write about how you will deliver something that fulfills their needs. The customer has two crucial questions:
• How you will fulfill their needs or deliver what they want.
• A list of specific answers to the problems they provided in the RFQ.
Start by telling them how you can fulfill their needs. What will you deliver and how will it benefit them while fulfilling their needs. Be very specific about what makes you diferent from the competition (without naming or knocking your competition). Stay positive. The formula works like this: Feature + so that + Benefit.
E.g.; XYZ Widget machine has the automatic capacity to develop 1000 widgets an hour, so that, your production capacity will increase 10 fold.
It is not sufficient to merely fulfill their requirements or respond with what they asked for. In today's competitive environment assume that everyone will do that. Do more than describe the benefits that you will bring to the customer. Describe the benefits that matters to the client—what's in it for them...
Determine what is the problem behind the problem? The proposal may be for a new Widget Production Machine, but what they may really need is to speed up the production of Widgets to meet demand. Provide answers for the problems behind the problems and why you are better positioned than anyone else to deliver the benefits you described. How are you going to:
- Fulfill the requirements
- List the features of your solution + so that + they benefit how?
- Provide the anticipated results. Specific numbers or dates are always good.
- Implement the process and include a specific project schedule
- How it relates to their needs
- How it will benefit them.
- How capable or qualified you are.
- How the above relates to the evaluation criteria
Only after the problems have been addressed, introduce yourself by showing that you have the right qualifications to fulfill their needs. Use short success stories and testimonials. Be sure and use real names, companies and locations. Do not use initials, e.g.; A.K from Phoenix. Complete names are necessary for your credibility. This is about creating a relationship with the the client. This is your chance to tell your story. Craft a story that makes them want to select you. Develop a relationship with the client. Relationships come about when the other person feels listened to and understood. Make what you have compelling. Readers connect with stories. What can ONLY you can do for them?
If there is a formal evaluation process, you will score well if you have established a feeling of relationship.
p.s. The most important note to remember in writing proposal responses is to follow ALL instructions provided in the request. No matter how great the proposal, it can and will be disqualified if all rules, instructions and regulations have not been adhered to. Do not design the proposal to make it pretty or suit your company look, stick to the evaluation criteria presented in the RFP.