Skill: staybased/proposal-writing (version 1.0.0)

# Proposal Writing — Confirmation-First Closing Framework Write proposals that confirm verbal agreements and close deals, not proposals that try to sell. Sources: Consulting Success (reviewed 100s of proposals, 60%+ win rate benchmark), Aura/Prosal (2024 survey: 30% RFP win rate), McKinsey SCR framework, Melisa Liberman. All outputs go to `workspace/artifacts/`. ## Use when - Writing a proposal after a discovery call where the client verbally agreed - Crafting Upwork proposals for fixed-price or hourly jobs - Formalizing a service agreement (like Alfred's automation) - Responding to an RFP with a structured bid - Reviewing/improving an existing proposal before sending ## Don't use when - You haven't done discovery yet (use client-discovery skill first) - Cold outreach (use cold-outreach skill — proposals come after interest) - Pricing strategy (use pricing-psychology skill for the pricing, this skill for the wrapper) - Writing internal project plans (different audience, different format) ## Negative examples - "Help me find clients" → No. This is for closing, not finding. - "Write a business plan" → No. Business plans and proposals are different documents. - "Send a follow-up email" → Borderline. Use cold-outreach for follow-ups. ## Edge cases - Upwork cover letter → YES. It's a micro-proposal. Same principles, compressed format. - "They haven't said yes yet" → STOP. Get a verbal yes first, then send the proposal to confirm it. - Informal text/email agreement → YES. Even a brief "Here's what we discussed + next steps" is a proposal. --- ## The #1 Mistake: Proposals That Sell **Consulting Success (from reviewing hundreds of proposals):** > "Your consulting proposal isn't a sales tool. It's a confirmation tool. The selling happens before the proposal." Most consultants win less than 60% of their proposals. The top performers win 80-90%. The difference? Top performers only send proposals after getting a **verbal yes**. ### The Right Sequence ``` Discovery call → verbal agreement → proposal confirms → signed ``` ### The Wrong Sequence ``` Discovery call → send proposal hoping it convinces them → silence ``` If you're sending proposals to people who haven't said "yes" yet, you're wasting time. Go back to discovery. --- ## The SCR Proposal Framework **Situation → Complication → Resolution** (used by McKinsey, BCG, Bain) This mirrors how decisions are made naturally: 1. **Situation**: "Here's where you are" (recap their context) 2. **Complication**: "Here's what's in the way" (the problem + cost of inaction) 3. **Resolution**: "Here's how we fix it" (your solution + expected outcomes) --- ## Proposal Structure (7 Sections) ### 1. Executive Summary (3-5 sentences) The most important section. Many decision-makers read ONLY this. **Formula:** ``` [Client name] is facing [specific problem] which is costing [quantified impact]. Our proposed approach [brief method] will deliver [specific outcome] within [timeframe]. Investment: [price]. Next step: [action]. ``` **Rules:** - Write it LAST (after you've written everything else) - No jargon - Must stand alone — if they read nothing else, this closes - Include the price here (don't make them hunt for it) ### 2. Understanding of the Problem Prove you listened during discovery. Use their exact words. ``` Based on our conversation on [date], [Client] is experiencing: - [Problem 1 — in their language] - [Problem 2 — quantified if possible] - [Impact: what this costs them in time/money/customers] ``` **Why this works:** When a client reads their own words back to them, trust skyrockets. They feel understood. ### 3. Proposed Solution What you'll do, step by step. Be specific but not overwhelming. ``` Phase 1: [Deliverable] — [Timeline] Phase 2: [Deliverable] — [Timeline] Phase 3: [Deliverable] — [Timeline] ``` **Rules:** - 3-5 phases maximum - Each phase has a clear deliverable (noun, not verb — "Automated SMS system" not "Working on SMS") - Include what's NOT included (prevents scope creep) ### 4. Expected Outcomes / ROI Quantify the value of your solution in their terms. ``` Based on [data from discovery]: - [Outcome 1]: Save [X hours/week] = $[Y/month] - [Outcome 2]: Capture [X additional clients/month] = $[Y/month] - Total projected value: $[Z/month] - Investment: $[price/month] - ROI: [X]x return ``` **Anchoring trick (from pricing-psychology):** Always show the value before the price. $500/month in captured bookings makes $149/month feel like a no-brainer. ### 5. Investment (Pricing) State the price clearly. No hiding, no apologizing. **Options structure (from pricing-psychology):** | Option | What's Included | Price | |--------|----------------|-------| | Starter | Core solution only | $X | | Growth (recommended) | Core + extras | $Y | | Scale | Everything + premium | $Z | **Rules:** - Use the word "investment," not "cost" or "fee" (frames as value, not expense) - If offering tiers, bold or highlight the recommended option - Include payment terms (monthly, milestone-based, upfront discount) ### 6. Timeline & Next Steps ``` Week 1: [Setup/onboarding] Week 2-3: [Build/implement] Week 4: [Launch/go-live] Ongoing: [Support/optimization] ``` End with a clear call to action: "To proceed, [sign below / reply to this email / schedule kickoff call]. We can begin as early as [date]." ### 7. About Us / Credibility (Brief) Keep this SHORT. 2-3 sentences + one relevant result. ``` [Your name/company] specializes in [relevant expertise]. Recent result: [Specific client outcome with numbers]. ``` **Don't:** Write a full company history. They don't care. They care about results. --- ## Upwork Proposal Template (Micro-Format) Upwork proposals are mini-proposals. Same principles, 150-300 words: ``` [Opening — reference THEIR job post specifically, not generic] Hi [name if visible], I read your post about [specific need]. [One sentence proving you understand the problem.] [Credibility — one relevant result] I recently built [similar thing] for [type of client] — [specific outcome]. [Approach — 2-3 sentences on HOW you'd do it] For your project, I'd [step 1], then [step 2], delivering [outcome] within [timeframe]. [De-risk] Happy to start with [small milestone] so you can evaluate before committing to the full scope. [CTA] Can we hop on a quick call to clarify [1 specific question from the post]? [Name] ``` **Upwork-specific tips:** - First 2 lines are visible before "Read more" — make them count - Ask a question (shows engagement, invites response) - Reference the budget range (shows you read the post) - Keep under 250 words (long proposals get skimmed) --- ## Proposal Delivery Checklist Before sending any proposal: - [ ] Verbal "yes" obtained (or at minimum, strong buying signal) - [ ] Problem statement uses client's exact words from discovery - [ ] Price appears after value/ROI section (anchoring) - [ ] Clear next step with specific date - [ ] Scope boundaries defined (what's NOT included) - [ ] Proofread — typos kill credibility - [ ] Sent within 24-48 hours of discovery call (momentum matters) - [ ] Follow-up scheduled for 3 days after sending --- ## Common Proposal Killers (Consulting Success) 1. **Too long** — 2-3 pages max for freelance/small consulting. Enterprise RFPs are different. 2. **Written for you, not them** — Every section should answer "so what?" from the client's perspective. 3. **No price** — Burying or omitting the price wastes everyone's time. 4. **No timeline** — "We'll figure it out" is not a plan. 5. **Sent without verbal agreement** — Win rate plummets from 80%+ to <30%. 6. **No follow-up** — 50% of deals are won in the follow-up, not the initial send. 7. **Scope creep baked in** — If you promise everything, you'll deliver nothing well. --- ## Key Numbers - Average RFP win rate: ~30% (Prosal 2024 survey) - Top consultants with verbal-first approach: 80-90% win rate - Proposals sent within 24 hours of call convert significantly better than 48+ hours - Optimal proposal length: 2-3 pages (freelance), 5-10 pages (enterprise) - Follow-up within 3 days increases close rate substantially


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