CLIENT-CENTERED PROPOSALS Client-Centered Proposals How to Shift the Focus from You to the Buyer Mel Lester March 7, 2014
CLIENT-CENTERED PROPOSALS
Client-Centered Proposals
How to Shift the Focus from You to the Buyer
Mel Lester March 7, 2014
CLIENT-CENTERED PROPOSALS
The problem with selling is…
It’s seller-focused rather than buyer-focused
CLIENT-CENTERED PROPOSALS
RFP Objectives What You Want
Level the playing field Tilt the field in your favor
Make all submittals alike Make yours stand out
Follow an objective formal process
Engage the subjective human dynamic
Focus on your firm Focus on the client
The RFP Isn’t Your Friend
CLIENT-CENTERED PROPOSALS
Fully comply, but don’t surrender Slavishly following the RFP can
neutralize your best advantages:
• Existing client relationship
• Previous site experience
• Deep understanding of client needs
• Better solution or problem definition
• Strengths not addressed in RFP
Favor “Assertive Compliance”
CLIENT-CENTERED PROPOSALS
The first objective in writing a winning proposal is being
different
Don’t Overlook This…
CLIENT-CENTERED PROPOSALS
Two-Ways to Differentiate Your Proposal
Client-Centered Content
Client-Centered Presentation
CLIENT-CENTERED PROPOSALS
Levels of Client Needs
Strategic Needs
Technical Needs
Personal Needs
Why? The strategic issues that drive the project
What? The technical issues that define the project
How? The service issues that distinguish the project
CLIENT-CENTERED PROPOSALS
What are the client’s key strategic needs
driving this project?
Answer This Question…
CLIENT-CENTERED PROPOSALS
High-Value Integrated Solution
Strategic Outcomes
Technical Outcomes
Personal Outcomes
Strategic Needs
Technical Needs
Personal Needs
Building an Integrated Solution
CLIENT-CENTERED PROPOSALS
What are the desired strategic outcomes for
this project?
Answer This Question…
CLIENT-CENTERED PROPOSALS
Results Solution
Client’s perspective
• Aspirations • Circumstances • Needs • Wants • Concerns • Priorities
Objectives
What you said you wanted
How we’re going to deliver it
Client-Focused Writing
CLIENT-CENTERED PROPOSALS
Project Background
• Client needs • Project history • Site conditions • Challenges • Regulatory context
Project Objectives
• Client vision • CSFs • Desired outcomes • Business goals
Project Approach
• Overall strategy • Project narrative • Integrated solution • Client relationship • PM process
Scope of Work
• WBS • Contract scope • Regulatory/code
criteria
Setting the Project Context
CLIENT-CENTERED PROPOSALS
Primary message: Here’s how we will help your project (and ultimately your business) succeed.
Secondary message: Here is the scope of work we will perform. And, by the way, we’re qualified.
Prioritizing the Message
CLIENT-CENTERED PROPOSALS
Sources: Kennedy & Greenberg, Clientship (1998); The BTI Consulting Group
Point of Differentiation:
Close the Value Gap
What Clients Say They Value
What Consultants Say Their Clients Value
Closing the Value Gap
CLIENT-CENTERED PROPOSALS
Requirements Expectations
Stated Unstated
Impersonal Personal
Objective Subjective
Specific Less specific
All firms recognize Few firms uncover
Going Beyond Requirements
CLIENT-CENTERED PROPOSALS
Communication
Meetings
Client involvement & decision making
Information & data exchange
Deliverable standards
Invoicing & payment
Managing changes & mistakes
Performance feedback
?
Clarifying Client Expectations
CLIENT-CENTERED PROPOSALS
Benchmark Expectations
Identify Gaps
Create Service Deliverables
Implement Service Plan
Prepare Service Plan
Solicit Client Feedback
Client Experience Delivery Process
CLIENT-CENTERED PROPOSALS
How well do you know the client’s expectations?
Which should you address in the proposal?
Don’t Overlook This…
CLIENT-CENTERED PROPOSALS
Technical Communication
Persuasive Communication
Impersonal Personal
Objective Subjective
Intellectual Emotional
Features Benefits, experiences
Information Influence
Technically Nonpersuasive
CLIENT-CENTERED PROPOSALS
Define issues through the client’s eyes
Connect tech solutions to human benefits
Use personal language in your writing
Write as if to an audience of one
Getting Personal
CLIENT-CENTERED PROPOSALS
Studies show that storytelling can boost business performance:
Build your firm’s brand
Improve your sales success
Enhance employee engagement
Facilitate culture change
The Power of Story
CLIENT-CENTERED PROPOSALS
1. Reality introduced
2. Conflict arises
3. Struggle ensues
4. Conflict resolved
5. New reality results
Source: Kaihan Krippendorf
Where can these basic story elements apply to your proposal?
The Classic Story Spine
CLIENT-CENTERED PROPOSALS
Story Elements Regional wastewater collection
system
Conflict introduced • Regulatory deadline to vacate rural septic systems
Struggle ensues • Conventional design approach cannot meet deadline
• No agreements with area WWTPs to take sewage
• Low initial flows create odor and maintenance problems
• Costly environmental assessment
Conflict resolved • Expedited, collaborative design process to meet schedule
• Strong relationships with area local governments
• Creative design to eliminate odor and environmental assessment
New reality results • Regulatory deadline met with over $1.2 million in savings
Example Proposal Storyline
CLIENT-CENTERED PROPOSALS
Stories are personal, revealing thoughts
and feelings
Stories involve actors, actions,
and interactions
Stories have dramatic tension
and release
Key Story Attributes
CLIENT-CENTERED PROPOSALS
DID YOU KNOW?
Set aggressive page limits
SUGGEST
25 EXCLUDING APPENDICES / FORMS
pages
Avoiding Verbosity
CLIENT-CENTERED PROPOSALS
Present content at two levels: skim and read
Don’t make reviewer read for key messages
Make ample use of graphic elements
Break up text with informative headings
Put most important content first throughout
Making Your Proposal Skimmable
CLIENT-CENTERED PROPOSALS
Move the most important
information to front of the section,
or para- subsection
graph “Inverted Pyramid”
Putting First Things First
CLIENT-CENTERED PROPOSALS
Do the “2-minute drill” to identify key messages
List supporting points for each key message
Organize points based on importance
Develop a detailed content outline
Write narrative to build out your outline
How to Write Skimmable Content
CLIENT-CENTERED PROPOSALS
Key Message 3
Supporting Points
What you must say
What you should say
What you could say
Key Message 2
Supporting Points
What you must say
What you should say
What you could say
Key Message 1
Supporting Points
What you must say
What you should say
What you could say
Proposal Theme
Fit to Proposal Organization
Building Out Your Content
CLIENT-CENTERED PROPOSALS
1. Executive Summary • Essence of your proposal
2. Key Issues • Problem definition • Project objectives • Special challenges
3. Project Approach • Solution selection • Technical execution • Project management • Service delivery
4. Project Team • Org chart • Resumes • Subcontractors
5. Qualifications • Relevant experience • Resources & capabilities
6. Proposed Cost • Lowest credible scope • Scope options
Preferred Proposal Structure
CLIENT-CENTERED PROPOSALS
For more information: Contact me for links to articles exploring these strategies in more depth:
Don’t worry, I won’t be contacting you further unless you ask me to!