(also called as quote or an Offer) are probable
one of the most complex form of business
communication. In a fast changing &
demanding market, persuading the buyer needs
clear, concise, and compelling writing and
an appealing value proposition.
is a checklists of top ten points in your
Never title your proposal "Proposal
(quote or an Offer)."
It doesn't say anything buyer can figure
out himself. Its like giving title to a
book "Book"! Always write a title
that captures benefit to the client.
2. Focus on your
clients' business needs or problems first.
State what you have heard from them before
offering a solution. It would address what
they care about & are concerned the
most. It also shows you've listened &
are just not giving a proposal template.
3. Avoid lengthy
Believe me nobody's interested!
4. Eliminate jargon.
Even if your contact at the client understands
all of your jargon, there would be other
decision makers looking at your proposal.
Most probable you've not met them! Will
they understand it? Its better to use the
5. Keep your proposal
as short as possible.
It's always tempting to throw in anything
and everything that might be of interest,
but in reality the decision makers won't
read it. At best, they'll skim through your
document. A short proposal is likely to
be looked at first, which means all others
will be judged in comparison to it.
6. Highlight your
Note the comment about skimming in the previous
tip: decision makers skim. You can make
your document more "skimmable"
by highlighting the main ideas. Use bullets,
headings and subheadings, boldface type,
color, borders, graphics, and anything else
that will make your key points jump off
7. Quantify your
benefits and payback.
Show the decision maker how much he or she
will save, or how much more productive the
organization will be. Try to put in a time
function. A convincing return of investment
is more compelling than a slogan or cliché.
8. Prioritize your
uniqueness factors or competitive advantages.
Think about what you have to offer and select
a few qualities, prioritized in terms of
what your client cares about. If possible,
tie them to the ROI you're demonstrating.
9. Address the
If you know who you are competing against,
raise issues in your proposal that strike
at their weak points.
10. Ask for their
Ask for it in the cover letter, ask for
it in the Executive Summary, and ask for
it when you deliver or present the proposal.
Being passive doesn't work. You have to