Proposal Writing Articles
Proposal
Writing...Common Mistakes in Proposal Writing
Is Proposal Writing a tool you use to bring in sales or a task that may
be wasting your time?
Let's examine the top 10 mistakes people make when they assume they are
writing a proposal.
Price
Quote
Sending a client a price quote as a response to a written or spoken
request is not proposal writing. Prices don't sell; benefits sell.
Bid Response
Bid responses often differ from price quotes in that bids require more
information and commitment than price quotes.
Many times, bids specify terms and conditions such as time constraints,
insurance requirements, and specifications for completing the job or
filling the product requirement.
Proposal writing, indeed, includes these requirements. But Proposal
Writing adds relationship building, benefits, selling, and post-proposal
follow-up that is more client-focused than the bid request.
Cover Letter
Writing a successful proposal entails much more than simply sending a
letter of introduction to a client.
The purpose of that introduction letter, sometimes called a Marketing
Letter, is to introduce a company to a new client. The marketing letter
details qualifications of the sending company and the benefits of doing
business with them. It also includes a request for a meeting to discover
opportunities for the two companies to work together.
Proposal writing contains the benefits portion of the marketing letter.
But this is where the similarities generally end.
Marketing letters do not focus on specific projects or products because
marketing letters aim to become the first step in learning the details
of proposed plans, projects, or products needed.
Proposal writing states specifics and asks for an order.
Equipment Lists
Proposal writing may include an equipment list, but an equipment list is
not a proposal.
Some salespeople or project managers send clients equipment lists
indicating pricing and assume they are writing a proposal. Equipment
lists tell; proposal writing should sell.
Brochure Copy
Proposal writing many times includes brochure copy to satisfy requests
for information by the client. Sometimes this is appropriate. In many
instances, it dooms the proposal writer.
Brochure copy contains information designed for a general audience.
Proposal writing should be aimed at a specific client.
Dropping brochure copy into a document may be a quick way to create a
proposal. But, this techniques fails as a proposal writing because it
illustrates the benefit of the sending company and not necessarily the
benefits to the clients.
Company Introduction
Some companies and salespeople write letters of introduction to clients
seeking an appointment with decision makers.
While this is an important sales or marketing tool, it is not proposal
writing. Nor is it the same as a Marketing Letter.
Marketing letters at least state benefits, and in many instances an
understanding of the clients business.
Letters of introduction propose a meeting. Proposal writing proposes
understanding of and solutions for the clients needs.
Spec Sheets
Sending a spec sheet, similar to sending an equipment list, does not
qualify as proposal writing.
Yet, some salespeople send spec sheets assuming the specifications of a
product are so powerful, that the client will have no other choice than
to immediately issue them a purchase order.
Spec sheets are sometimes a part of proposal writing. But, they do not
substitute for it.
Terms and Conditions
Copying and pasting your terms and conditions or meeting the terms and
conditions of your clients in the document does not measure up to
proposal writing.
Sending your terms and conditions as your answer to writing a proposal
places the emphasis on your company, not the clients needs.
Meeting the client's terms and conditions become a necessary component
in being considered as a project partner. Indeed, most of your
competitors can also meet your clients terms and conditions. True
proposal writing means setting your company apart from your competitors.
A Contract
Again, as with terms and conditions, sending a client your "standard
contract" does not meet the standards of successful proposal writing.
Your client may ask for a copy of your standard contract. That does not
mean your client is asking for a proposal. A contract is a body of
information. Proposal writing contains a body of client benefits.
Telephone Conversations
Some salespeople consider a sales pitch and a price on the telephone as
proposal writing.
While the phone call may include many of the components of a proposal,
it lacks the "writing" element.
The "writing" element is important because your proposal sells for you
when you are not face-to-face with your client. And, the "writing"
element sometimes satisfies the need for your contact to allow other
potential decision makers to review your proposition.
The list your just read are important elements in sales.
But, they seldom call for the expense, time, and effort required to create a
proposal.
Contact Al Now
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Al Borowski,
MEd, CSP, PP
Certified Speaking Professional
Professor of Positivity
al@proposalwritingsuccess.com
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Proposal Writing Success
PO Box 24505
Pittsburgh, PA 15234
412-561-7628
877-902-3314 Toll Free
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