Client-Centered Proposals
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The problem with selling is that it is seller-focused rather than buyer-focused. Most A/E services requests for proposals (RFPs) only encourage this problem. This presentation explains how to comply to the RFP without sacrificing your competitive edgefocus on the client.
Client-Centered Proposals
- 1. CLIENT-CENTERED PROPOSALS Client-Centered Proposals How to Shift the Focus from You to the Buyer Mel Lester March 7, 2014
- 2. CLIENT-CENTERED PROPOSALS The problem with selling is Its seller-focused rather than buyer- focused
- 3. CLIENT-CENTERED PROPOSALS Clients Are Part of the Problem
- 4. 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 Isnt Your Friend
- 5. CLIENT-CENTERED PROPOSALS Fully comply, but dont 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
- 6. CLIENT-CENTERED PROPOSALS The first objective in writing a winning proposal is being different Dont Overlook This
- 7. CLIENT-CENTERED PROPOSALS Two-Ways to Differentiate Your Proposal Client-Centered Content Client-Centered Presentation
- 9. 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
- 10. CLIENT-CENTERED PROPOSALS What are the clients key strategic needs driving this project? Answer This Question
- 11. CLIENT-CENTERED PROPOSALS Weighing the Consequences
- 13. CLIENT-CENTERED PROPOSALS High-Value Integrated Solution Strategic Outcomes Technical Outcomes Personal Outcomes Strategic Needs Technical Needs Personal Needs Building an Integrated Solution
- 14. CLIENT-CENTERED PROPOSALS What are the desired strategic outcomes for this project? Answer This Question
- 15. CLIENT-CENTERED PROPOSALS ResultsSolution Clients perspective Aspirations Circumstances Needs Wants Concerns Priorities Objectives What you said you wanted How were going to deliver it Client-Focused Writing
- 16. 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
- 17. CLIENT-CENTERED PROPOSALS Primary message: Heres 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, were qualified. Prioritizing the Message
- 19. 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
- 20. CLIENT-CENTERED PROPOSALS Requirements Expectations Stated Unstated Impersonal Personal Objective Subjective Specific Less specific All firms recognize Few firms uncover Going Beyond Requirements
- 21. CLIENT-CENTERED PROPOSALS Communication Meetings Client involvement & decision making Information & data exchange Deliverable standards Invoicing & payment Managing changes & mistakes Performance feedback ? Clarifying Client Expectations
- 22. CLIENT-CENTERED PROPOSALS Benchmark Expectations Identify Gaps Create Service Deliverables Implement Service Plan Prepare Service Plan Solicit Client Feedback Client Experience Delivery Process
- 23. CLIENT-CENTERED PROPOSALS How well do you know the clients expectations? Which should you address in the proposal? Dont Overlook This
- 25. CLIENT-CENTERED PROPOSALS Technical Communication Persuasive Communication Impersonal Personal Objective Subjective Intellectual Emotional Features Benefits, experiences Information Influence Technically Nonpersuasive
- 26. CLIENT-CENTERED PROPOSALS Define issues through the clients eyes Connect tech solutions to human benefits Use personal language in your writing Write as if to an audience of one Getting Personal
- 27. CLIENT-CENTERED PROPOSALS Studies show that storytelling can boost business performance: Build your firms brand Improve your sales success Enhance employee engagement Facilitate culture change The Power of Story
- 28. 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
- 29. 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
- 30. 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
- 32. CLIENT-CENTERED PROPOSALS DID YOU KNOW? Set aggressive page limits SUGGEST 25 EXCLUDING APPENDICES / FORMS pages Avoiding Verbosity
- 33. CLIENT-CENTERED PROPOSALS Present content at two levels: skim and read Dont 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
- 34. CLIENT-CENTERED PROPOSALS Move the most important information to front of the section, or para- subsection graph Inverted Pyramid Putting First Things First
- 35. CLIENT-CENTERED PROPOSALS XYZ XYZ XYZ XYZ XYZ Would You Rather Read This
- 37. CLIENT-CENTERED PROPOSALS Learn From Publishing Experts
- 38. 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
- 39. 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
- 41. 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
- 42. CLIENT-CENTERED PROPOSALS Always include an executive summary Saving the Best for First
- 43. CLIENT-CENTERED PROPOSALS 2 3 4 6 1 Client-Centered Content 5 Client-Centered Presentation Summary
- 44. CLIENT-CENTERED PROPOSALS For more information: Contact me for links to articles exploring these strategies in more depth: mel@bizedge.biz Dont worry, I wont be contacting you further unless you ask me to!
- 45. CLIENT-CENTERED PROPOSALS Check this out: www.ae-resource.com Subscribe to my monthly ezine