How to Create a Proposal

Strong proposal writing skills translate into more business for you and your firm.

Anyone can write a winning sales proposal. A truly impressive proposal requires significant planning, solid research, strong writing skills and the ability to present problem-solving ideas concisely. This last point is perhaps the most important. Your proposal should solve the potential buyer's problems with ease and efficiency. The proposal is your chance to demonstrate your competence in doing the job. Give the reader many reasons to hire you in a pleasing, easy-to-understand format that provides your potential client with a preview of the amazing work to come.

Things You'll Need

• Internet access
• Word processing program
• Paper
• Optional: Branded folder or report cover

Instructions

Write with the Customer in Mind

1. Write your executive summary. These introductory paragraphs summarize for your potential customer what you can do for them and why you are the best person or company to do it. Every time you mention a strength you offer, tie it to a clear customer benefit. Keep this introduction brief and to the point.

2. Write the body of your document. Include the what, how, when and where of the services you will provide. In each section, again reiterate the benefits the customer will reap by hiring you. If you are writing in response to a request for proposal (RFP), follow the requested format exactly. If you are drafting your own proposal document, highlight your strengths without hyperbole or overselling. Be direct, honest and confident. This is your chance to distinguish yourself from the competition and build trust.

3. Close with a call to action. Restate the benefits you will provide, and give the customer a clear and easy way to contact you for more information. Encourage them to call, email or visit. And be certain to let the customer know when and how you will next contact them to be sure the proposal is to their liking. Conscientious follow-up is quite often the key to success, as so few truly master this.

4. Add any visuals or attachments that help sell your service or product. Photographs, process flows charts, customer testimonials, website and video links, positive press clips ... anything that helps the customer better understand the unique benefits you bring. Keep this simple and organized. The idea is to provide supporting documentation that backs up your earlier claims in a simple format. Reorganize what you have so that it can easily be understood at-a-glance. A good eye or the assistance of a professional designer can be helpful.

5. Review and edit your proposal package. Reread to verify your paragraphs are short, direct and benefits-oriented. Use the customer name as much as possible to create connection. Make sure all graphics are easy to understand. Stick to a simple, readable font, like 12-point Times New Roman or Arial. Check and double-check grammar and spelling. Test print a copy at a high resolution and, if desired, organize in a branded report cover or folder. Finally, ask yourself a few questions to be certain you are ready. Do your sections flow in a natural order? Do the headings make sense to an outsider? Are the benefits obvious? Are your attachments critical and supportive of your case? Does the complete package look professional? Pretend you are the customer. Would this proposal pique your interest? If not, what is lacking? Thinking like your customer is the path to success in sales proposals, and in business.

References

• Make Mine a Million: Sales & Marketing
• Small Business Administration (SBA): Small Business Planner, Market and Price

Resources

• Read this Article in Spanish