“For your own good” is a persuasive argument that will eventually make a man agree to his own destruction. Janet Frame

Why do you write business proposals? Same reason we do! We write proposals to win more business, pay our bills and send the kids to college.

Same as you, I guess! Right?

I’ve been in the proposal development game for eleven years. I don’t call myself an ‘expert’ but I have learnt a few things that might interest you. Especially if you want to avoid the mistakes I made…

What’s the best way to write a proposal?

There is no ‘one way’ that works every time. But here are some pointers to consider.

To make your proposal work, you need to persuade your client that your solution is significantly better than your competitors. Not slightly better, but so much better that is would be foolish not to accept it. What makes this happen? As you write your proposal, look at where and how you can persuade the reader to buy your product.

Business Proposals: Four Steps

Your can persuade the reader to consider (and hopefully award) the contract to your if you use the follow four tactics:

1. Understand Your Client’s Needs

How do you do this? You get the reader’s attention by highlighting a specific need or problem they have and then explain how you can solve this.

You need to show that you understand their need and approach this from many angles throughout the proposal.

Demonstrate to the client that you recognize their need. State it clearly.

2. Show The Benefits

Next, discuss the benefits they can expect to gain by accepting your proposal. Discuss the solution at a later stage.

Focus on explaining how the client can improve their:

• Productivity
• Profitability and
• Success

with the solution you’re offering.

To support your argument, explain the consequences of inaction or selecting inferior products. You’ll establish credibility not so much by demonstrating your expertise, but by showing your understanding of their business needs.

3. Discuss Your Solution In Plain Language

Make sure that the reader clearly understands what you are proposing. Ask yourself – can they summarize in one sentence what you are proposing.

Make a firm, clear recommendation accompanied by specific action steps. Avoid vague statements.

Recommend a specific approach or application: “We recommend that the Client use our company to design, write and produce its corporate marketing brochure.”

Present it so well that the client believes that your solution will meet their needs.

4. Give Details, Recommendations and Endorsements

Provide the reader with sufficient details. Demonstrate your qualifications and competence to deliver the solution:

• On Time
• Within Budget
• To Specification

This effort will show that you understand the costs involved, particularly the Return On Investment to the client.

Also, discuss related issues, costs, management issues, schedules, risks, future implications. Always return to your key selling point and recommendation presented in terms of a quantifiable benefit. Wrap up by give convincing reasons that the client should choose you over all others.

About the Author: Ivan Walsh is a recovering technical writer who now writes business proposals for clients coast-to-coast. He shares business writing tips for smart people like you at Klariti.

Related posts:

1. Kate Winslet’s 7 Smart Ways to Read Business Proposals
2. Business Proposals: How to Write Costs For RFPs
3. Four-Step Strategy for Better Business Proposals

The Harvard Business Review asks What the U.S. Can Learn From Europe About Gender Equality in the Workplace, and then Can She Lead? These articles raise the sensitive issue of a) whether women make good bosses, 2) want to be bosses and (slightly controversially), 3) will men support women bosses or do their best to defeat them? One argument is that many men don’t feel comfortable playing second fiddle to a women boss. Yes, I know there are exceptions but… So, while men tend to become CEOs etc due to networks/old boy’s clubs etc, most women, regardless of their ability may not get this opportunity.

Percentage of Women in High Level Positions

The Center for Work-Life Policy announced that while 47% of college-educated entry-level corporate professionals are female, women comprise a mere:

• 21% of senior executives,
• 17% of Congress and
• 15% of board directors

Do Women Make Good Business Leaders?

The Harvard Business Review articles raise three issues:

1. Masculine vs. Feminine women: Ambition in women is often misinterpreted as aggression. Laura Lopez writes about how toughness from a woman can be taken differently than toughness from a man. Similarly, women who allow their “feelings” to get in the way are perceived as too weak to lead and run others. This paradox can leave women unsure about how to best behave and people doubting their intentions as leaders.
2. Belonging vs. Competing: Dr. Roy Baumeister showed that humans have a desire and need to belong, yet women and men differ on how they handle this. He says that women tend to prefer close and intimate relationships, while men tend to go for shallower connections in a larger group of people or a cause. This can lead to men thriving in competitive environments involving networking and competing with their peers, and can result in women avoiding jobs that will place them in direct competition for advancement with their peers to preserve close friendships.
3. Family Life vs. Work Life: In “Opting Out: Why Women Really Quit Careers and Head Home” Pamela Stone highlights the institutional obstacles and cultural pressures that lead many women to be pushed out of work. This dilemma draws many women away from high-profile careers to stay with the kids at home.

The article concludes by saying that, “Female leaders can rise to the top as they embrace their own strengths as women and maintain a leadership style that is embedded in their individuality. This is what will draw others near, inspire, and motivate. It will also require society to respect women for the strengths they posses?”

Is this true?

Do you see this happening in the workplace? Do you support your female boss as much as your male boss? What are the blind spots and politically correct behavior that stops this from happening?

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