|
| |
Business Proposal Examples
________________________________________________________________________
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 formula 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
Sales MasterÔ which will make your life really easy. There are many things you need to think
about in constructing a winning proposal. Proposal Masters works
with Small and Medium Sized companies at a surprisingly low fee, so if what you
see below makes sense, why not give us a call on +44 (0)20 8203 7757 or send us
an
email and we 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:
- Go to the
qualification guide, and
fill it in. While you are waiting for the response, compile the
following:
- Your firm's back ground and credentials for the job in a matrix as
follows:
- A short CV on each member of the team in the form:
- 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 |
| |
|
|
|
|
| |
|
|
|
©proposal masters 2003
www.proposalmasters.co.uk +44 20 8203 7757 |
-
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
©proposal masters 2003
www.proposalmasters.co.uk +44 20 8203 7757
|
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.
Format
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
©proposal masters 2003
www.proposalmasters.co.uk +44
20 8203 7757 |
Other
matters to consider
-
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.
-
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?
-
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.
-
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.
-
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.
-
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?
-
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.
-
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!)
-
If this
business is really important, do you need help in putting it together?
email us
-
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".
|
