In my line of work, we often explain how easy technology makes the process of creating great-looking, accurate and compliant proposals and RFP responses.
But maybe our solutions, and others like it, should come with a warning. While the benefits of document automation may be clear, the best way to use it is often not.
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Automation can be a dangerous thing
Increased collaboration, efficiency and productivity are some of the biggest reasons businesses deploy proposal automation software. But when these things become more important than the quality of each proposal created, each story told, you risk generating proposals that were worse than before.
Strike the balance between automation and great storytelling
There are few things worse (and a bigger waste of time and money) than sending generic proposals to prospective clients. It’s not often that two prospects have exactly the same needs, so why would the same proposal, with different executive summaries, appeal to both?
If your proposal is generic enough to be sent to clients without many changes, it’s because it’s all about you and your products, and not about the prospect and their challenges.
It’s too easy to forget who you’re actually writing for, or to fall into the habit of thinking of them as a business, with business needs – rather than as a human being with fears and hopes.
Put the reader(s) at the centre of your proposal writing
Great proposal writing begins with the knowledge that your proposal is going to be read by someone who is probably not all that excited about having to work with a new supplier.
In many cases, that person may worry that engaging with you (especially if you’re a consultant for example) will reflect badly on them internally or prove that they can’t do their job alone. While they probably understand the logic of outsourcing the work, and know what they’re looking for, they might feel threatened or anxious about the decision.
A well-written proposal will assure them that your company is the right partner. That they can trust you to listen to and understand them. That you will prioritise them and help them do a better a job and get recognised for it. That you won’t show them up or try to take control. They might have been burned before, by a supplier who promised the world but couldn’t deliver it.
As Richard Freed so aptly puts it in his book Writing Winning Business Proposals, your job is to court the reader. Their job is to test you – your services, insights, characteristics and desire to support them.
Every proposal you create should be a beautifully written, unique story designed to entice the reader and allay their fears. Automation software can help you do this by giving you more time to plan and write the important, individualised pieces of the proposal. Standard content like product overviews, team bios and your company profile are what you should be automating.
Time to go back to the basics of proposal writing
The first, most obvious place to start is by asking what the reader actually wants from you. Easier said than done though, as briefs are often rather vague, which makes sending off a generic proposal tempting.
Resist the urge to take the easy way out. Spend some time brainstorming win themes and how best to present your proposals. Find out where their business is now vs where they would like it to be, and explain how your solution can help it get there.
Annual reports can give you a lot of helpful information if your sales lead cannot, but it’s always worth checking any notes that may have been saved against the prospect on your CRM. Look for comments around competitor information, decision-maker status, customer needs or compelling events that have led to them requesting or agreeing to receive a proposal from you. If the sales team doesn’t record this kind of information, ask them to.
Find out who the proposal will be addressed and Google that person. You might be able to find out about his/her challenges through online conversations they have had.
Tips for outstanding proposal writing
Once you know enough about the prospect and their challenges, you can start the process of proposal writing. I won’t go into detail about structure or content. I’d rather focus on the goal and advise you to write a story rather than a brochure.
Tell the story of how working with you will make them better at their own job. What you will do (that competitors won’t) to help them meet their objectives and to boost their reputation.
This is where win themes become powerful. What is the one thing (or two at most) that you want your reader to think or feel when they finished reading your proposal? Is it that you are hands-down the most cost-effective provider? Is that partnership is everything to you? Is it that you are the most experienced and knowledgeable supplier?
Back up your claims with proof. Promising ‘revolutionary’ solutions that fix every problem your prospect has is tempting, especially if you’re a marketer. But if you make claims that you can’t substantiate, you could be letting yourself and your business in for a world of pain. And making these claims to an experienced, discerning reader without proof could even lose you the account. Include ROI calculations, case studies and testimonials.
Give specific examples of how you plan to help them achieve their objectives. Talk about instances where you have worked in similar situations or with similar clients.
Show that you have listened to them and done your research. Don’t just regurgitate their requirements – process them and express them in your own words to show that you understand them in context. Show that you understand their industry by referring to common sector challenges and naming their biggest competitor if you can.
Offer advice now if you can. Be helpful and generous, share some ideas and suggestions so that they can see how you think, and how serious you are about winning their business and helping them achieve their goals.
Watch your language. It’s easy to fall into the kind of jargon-filled, fluffy language that is so common in proposals. No one likes to read that. Write the way you speak. Replace words like “utilise” with “use” and keep your sentences short. Too many adjectives can be irritating and distract from the honesty of your content.
