Creating Winning Proposals

Laurel Egan KennyPresidentTurningpoint Communications

Topics

Why Proposals Common Mistakes 4 Essentials to Proposal Writing 5 Ways Your Proposal is Evaluated Understanding Prospects’ Needs Increasing Win Rates

– Deal Team– Proposal System

Benefits to You and Your Company Key Takeaways

Proposals: Why Customers Want Them

Compare offers from various vendors Buy the highest value solution (“CYA”) Compare prices Clarify complex information Gather information for the “decision team” Throw a wrench into the sales process

Common requirement for closing business in the business world.

Proposals: Why We Provide Them

Provide information Persuade Prove your case Motivate to buy your product or service

Common Mistakes

DO NOT: Start with your company history Focus exclusively on your products and services

– Neglect to mention how those solutions solve problems– Educate prospect about common industry products

Make proposal all about price quote, bill of materials, or a project plan

Cut and paste material Use generic material

4 Essentials

Understand the client’s needs Show their potential for gain or improvement Recommend your solution Substantiate that you can do the job

Evaluation Factors

Responsiveness Competence Value Customization Thoughtfulness

Uncovering Prospect Needs

Think like them Trace the “chain of pain”

– Beyond your key contact and the RFP– Individual issues usually have their roots in systemic

organizational problems

Increase Win Rates

Current statistics, example:– 150 proposals / 40 win / 60 lost / 50 TBD– 27% Win rate / 40% + 33% Loss rate

Strategically lower number of incoming proposals New Statistics: 100 proposals / 46 win = 46% win rate! Communicate

– Date of decision– Why won? Why Lost?– Communicate best practices to promote thought leadership

and support struggling employees

Deal Team

Comprised of key decision makers and administrative team

Brings often neglected business partners “to the table” Sales people make their case Decision makers agree on “Go”/ “No Go” Decision Defined criteria based on market niche Corporate support to WIN

Implement a Proposal System

Well worth the effort / investment in the long term Cross-enterprise collaboration

– Engages subject matter experts to update their information at regular intervals they set

Affords Strategic “Standardized Customization”– Standardizes messaging– Allows top-level focus on customization, personalization, cover letter,

executive summary, that are most meaningful to the client Ensures messaging and branding:

– Consistency– Accuracy– Timeliness

Minimizes deadline rush

Benefits

Increased sales revenue Focus on differentiators, core capabilities,

market niche, best practices Senior management exposure and support Strategic focus Improved employee morale

Takeaways

Winning proposals must be client centered, not company- or product-centered.

People buy now because they’re looking forsolutions to pressing problems, resources to close gaps, or the means to cope with difficult issues

Be strategic. – Select who you will propose business to– Decide how YOU want to spend your time

Questions

Laurel Egan KennyTurningpoint Communications

laurel@turningpointcommunications.comwww.turningpointcommunications.com

Mobile: 339-793-3485