How to write proposals that win 90% of deals
By: Rohit Kumar
Tags: Management, Freelancing, Startup, Proposal, Deal

One of my very close friends recently left his job and started working as a freelance consultant. All his close friends, including me, were very skeptical about this move and constantly advised him not to do it (you know how supportive friends can be ;)).

Five months in, he is earning significantly higher than a number of us and is living the life on his terms. He has a successfully recurring client base and is doing the work that he enjoys. This morning, I sat down with him to talk about how he managed to get such a client base and get his opinion on how to write proposals that can get you good deals. Here are the key takeaways:

1. Understand the value drivers

Before you take up any consulting assignment, spend some time to read about the client and understand why is the client outsourcing his work to you. Most of the times, outsource because of two reasons 1. they don’t have the time to work on it or 2. They don’t know how to do it

Understanding the reason behind the client’s request is the most important thing you need to know before writing any proposal. Knowing the reason gives you some leverage and now you can mold the proposal based on the reason.

For instance, if the value driver is time, then the proposal needs to focus on how quickly you can get it done. Include keywords related to time throughout your proposal.

Instead, if the value driver is that the client doesn’t know how to do it, then you have the opportunity to show off your knowledge.

2. Try to map the needs with your capabilities

My friend put it this way — Let’s say you want to go for your next vacation. The choice of your destination depends on several factors — are you looking for a relaxing vacation? do you want some adventure? do you want to be near beaches? are mountains what you are looking for?

What other things you want in the vacation package — a luxury hotel or a pocket-friendly stay? do you need a guide to help you or you wish to explore the place on your own?

And the list goes on an on…..

Now, when you are looking for a holiday planner, you will pick the one that suits the majority of your above-listed requirements. That’s it. That’s the secret.

Once you know what the client wants, you need to tell him exactly how you can help him achieve that. Lay out a plan that shows him your capabilities to meet each of his requirements.

3. Break the problem into multiple sub-modules

Always remember —

In the consulting world, nothing beats attention to detail

Details are your friend. Show the client how detailed is your approach to solve the problem. Break the problem statement into multiple small problems and provide an elaborate approach for each of the problem statements.

However, if the approach becomes too detailed, the client might get lost in these details and ignore your proposal. Therefore, it is advisable to add an appendices section in your proposal deck and provide all the details and supporting data in the appendices with just the key takeaways in the main proposal deck.

4. Be Visual

I can’t put enough emphasis on how important this is. Everyone loves charts. Add a lot of charts, flowcharts, graphs, and infographics.

Adding a well-formatted infographic increases your chance of pleasing the client and getting that proposal. Charts serve 2 purposes:

It shows the clients that you can play around with data and know everything about data. It helps the client understand that you don’t get lost in data and can bring out key insights from data

So, charts are your friend.

5. Agree on the pricing before you send the proposal

This is also one of the most critical aspects of signing that deal. Understand how much the client can pay for the project before you put it in the proposal.

Set up a skype call or do it in person. If it doesn’t work, then drop an email. But always, agree on the price before you send the proposal out.