For startup businesses courting government contracts or projects from big corporations, the business proposal serves as a bridge.
It’s the document that describes what your small business will do, when you will do it, how much you will charge and why your business is the best one for the job.
Sound daunting? It doesn’t have to be.
Although the physical formats for business proposals can differ depending on the project and the parties involved, every successful proposal includes common elements. Here are four elements of a winning proposal that will help you close the sale.
1. Sell Yourself
Think credibility here. It’s the key to making your prospect feel safe and excited about hiring you.
For instance, you might have been in business for only one year. But your staff of two people may have 30 years of combined experience in the prospect’s industry. Tout that experience by describing the strengths of these staffers and what they can contribute to the project.
Other possible credibility-builders:
Awards your business has won that are relevant to the project at hand
Testimonials from current or previous clients, especially those in the same field or industry as your prospect
Memberships in trade groups that show you’re involved and up to date with industry changes and protocols
Speaking engagements at major trade shows or conferences that prove you’re considered an expert in your field
White papers, articles or books you’ve published about industry concerns, developments and trends
Special certifications you or your staff have received, relevant to the project and the field
Keep your credibility focused on the prospect’s project and industry. You might be certified in CPR, but that has little relevance if you’re creating a proposal for a project that requires developing a database.
2. Sell Solutions
Your prospect wants to know that you can solve his problems. Show how you can deliver solutions.
Be specific and tailor your solutions to the project’s objectives.
For example, a prospect may want a motivational training program implemented for employees. You need to show how your small business will develop and deliver the training. But, you might also need to show the prospect how hiring you can get the program up and running faster. Or how outsourcing to you opens the door to develop more job-specific training in the future, thereby improving employee performance.
You want to sell as many solutions as possible. But, don’t go overboard. Be sure you can deliver on every solution you offer.
3. Sell Benefits
Clearly state what benefits the prospect will gain by choosing your small business for the project. These benefits can help separate you from the competition and give you a leg up.
Some possible benefits to outline:
Personal attention from top-line staffers – the project won’t be handed off to junior employees
Immediate and consistent communications anytime
Guaranteed confidentiality
The ability of your small business to be flexible if the project suddenly takes a change in direction
Thorough recordkeeping and benchmarks to make sure the project stays on track and on schedule
Ability to meet tight deadlines
4. Sell Your Work
Don’t just tell prospects what you can do for them. Show them.
Offer a few samples of your work that are relevant to the project you’re trying to land.
For example, a Web designer pitching a proposal for an industrial manufacturer’s Web site could include samples of similar sites she’s designed. Couple those samples with testimonials from the clients for a stronger proposal.
Or, perhaps your modular building firm is developing a proposal to construct a warehouse. Provide photos of modular buildings you’ve done in the past.
Whatever industry you’re in and whatever project you’re proposing, find a way to physically showcase your abilities and accomplishments. Seeing is believing. And you want the prospect to believe in you so you can win the project.
(Posted February 2008)
>>Back
to Startup Success
