Ten Proposal Secret: Ten Secrets No One Told You That Will Help You Win A Proposal

By: Shevonne Polastre

After reading many books on how to write a winning proposal, I thought I could write one with my eyes closed. However, I realized I couldn't when I was asked to write my first one. It was at that point that I realized that more is involved in writing a proposal than having the right format. Here are the ten tips that will also help you win a proposal that no one ever bothered to tell you:

1. Adhere to the guidelines – The most important piece of advice that anyone can tell you is to ALWAYS follow the guidelines a government agency or company publish on how to write a proposal. I once wrote a proposal where 35% of the evaluation would be based on past performance review. In the Statement of Work, they kept referring on how important past experience was. Therefore, I decided to place it after the Executive Summary.

A good way to ensure that you have covered all the information requested by the entity you are trying to receive a piece of work or funding from is to create a Requirements Matrix. A lot of proposals I have seen do not use this great tool. You can even attach it as an appendix, and reviewers (sister is one) think it is a blessing in disguise.

2. Avoid the “ME” factor. The worst mistake a lot of people make in writing proposals is making it very focused on the company, instead of the client needs and wants. I once read a proposal from a major IT consulting company that read as though it were a business profile. It was 25 pages of raving on their great accomplishments, and it was only five pages on their solution and management approach.

One way to avoid this is by counting how many times you mention your company’s name, and how many times you mention the client. If it outnumbers the client, then some editing and rewriting needs to occur ASAP. You can praise your company and its efforts all you want in the past performance section.

3. Don’t be afraid….use “You.” A proposal has to be written like an advice letter you would receive from Dear Abby; very personalized to the company you are writing it for. I’ve seen so many companies be afraid to use “you.” Instead, they decide to use the client’s name all over the proposal making it feel cold and awkward. Write a proposal like you would write a friend, and the personalization will be something that even the client will be able to tell.

4. Research is vital. A proposal is 70% research, and 30% writing. Before writing a proposal, you should thoroughly read the guidelines, write down the questions you still have, and then research the following:

a. The questions you had. b. Background on the client c. Anything emphasized in the guidelines d. Any negative publicity concerning the client. e. If there is an incumbent, anything about how their work is being perceived.

Good places to start if it’s a government agency:

a. The agency’s Inspector General web site.
b. The General Accountability Office (GAO) web site.
c. News articles NOTE: Use Google News or Yahoo! News that is a compilation of tons of newspapers and journals.

Good place to start if it’s a private company:

a. News articles.
b. Better Business Bureau web site.

I have seen so many times where companies just rely on their boilerplates and recognized name to write a proposal. They forget how essential research is.

5. Always volunteer extra information. In every proposal guideline I have ever read, I always read something to the extent of “any extra solution/information you might have” But, then I read the proposal and there is never any extra tidbit that will entice a client to learn more. I’ll ask the team what can they offer this client that no one else can, and then I will hear ten responses to my question. My reply is always to add one or two of those ten things that will let the client know you are more than able to handle the job.

6. Ensure your cost analysis is on point. One piece of advice that I always cherished was from my graduate professor who had his own freelance writing company: Never underbid when writing a proposal because it will always hurt you in the long run.

After hearing some contractors’ stories, I know he was right. Yes, a client will focus a lot on how much you are trying to charge for your services. Nevertheless, if you were to win the proposal and your cost projections were less than the actual amount, it could cost you more than if you had just been up front.

7. Have attachments that are relevant to the proposal. Do not add tons of attachments that have nothing to do with the proposal. The client won’t be impressed on the amounts of frivolous information, and will be unimpressed that they have to sift through more than they should have.

8. Resumes should follow the same format. Resumes come in all shapes and sizes. A client will usually ask for resumes of the key personnel that will be part of the proposal. You can’t just hand them the resumes in the format your employees gave them to you. You will have to find a standard format for all of them and ensure that they all follow the same structure.

tip: A table showing all the personnel, their role, and their main responsibilities will help give a more structured view of everyone’s experience.

9. Think of the big picture. Add images, tables, and flowcharts whenever possible. Of course, you will have to also think about size limit, but if you can squeeze one in there, do it. It is a known fact that people always stop and look at pictures, so this will be a good way to get the client to understand your concepts if you have pictorial representations of it.

Software programs like Microsoft Visio, Macromedia FreeHand, Adobe Illustrator, Canvas, and Ragtime Solo are essential to produce these images.

10. Networking is fun and essential. Clients will usually go with companies that they are already familiar with, so you have to make your presence known. Go to seminars, trade shows, and networking events. You will be surprised how many potential clients you can meet. So smile, take a few business cards, and be ready to mingle. Send them a thank you email a few days later, send them greeting cards during the holidays, and/or send them information that might assist them. One day when your proposal ends up on their desk, they will remember you and it could help you end up as a potential.

Hopefully these secrets help you secure a proposal. I'm sure they will.