Seven Rules for Writing Winning Proposals

You will win more business by writing better proposals, regardless of the size of the sales opportunity. Shipley Associates, a business development consulting firm wins 80 to 85 percent of their proposals by using best practices in proposal writing. (In the interests of full-disclosure, I'm a contractor to Shipley). Improve your writing - and your win rate - by applying the following seven rules.

1. Use customer-centric not you- centric language.
Customers want to know that you have taken into account their business needs. They are looking to buy a solution to a problem or a roadmap for an opportunity. You will persuade them that your solution is best if you explain how it solves the problem or addresses the opportunity.

Don't bury your benefits in the middle of the paragraph or at the end; put them up front where they are more likely to be seen by the customer. Start the first sentence of every paragraph with a benefit, followed by your solution. For example; "ABC Corp will prevent down-time while saving on operating costs by using IPD Corp.'s software solution"

2. No feature without a benefit
Customers buy benefits not features. They buy what your product or service will do for them, not its features. Make sure that when you are writing about features, you start first with a benefit. For example; "Efficiency and customer satisfaction are the twin benefits of our new seven step process".

Having established the benefit, you may then go on to write about the features of your product or service, and proof that it works.

3. No product/service benefits without a customer need.
This means that you will write about your customer's needs, not just your solution. You won't simply push a bunch of features at them and/or brag about how great your company is. A business need may be a problem or an opportunity. Your proposal should solve the problem or point the way to capitalize on the opportunity. Until it satisfies a need, a benefit is just an advantage of your product. A lid is just an advantage of a cup until its owner wants to walk down a crowded hall with it filled with hot coffee; then it's a benefit.

4. No picture without a caption
A picture is an opportunity to effectively get your message across. Readers are more likely to read captions than the text that surrounds a picture. So write captions that include benefits of your solution. Your caption should tell the reader what to look for in the picture, table or graph and what conclusion they should come to. For example; "Self -service machine location. Locating the self-service machine in high foot traffic areas in the store will increase sales 20 percent"

5. Tell your customer what you will do for them
It is not enough to tell your customers that you understand, appreciate or know their need; you must tell them what you will do for them. "Understanding" implies little or no commitment, while promising action implies a strong commitment. Similarly, don't tell them what you can do, or what you will strive to do for them but what you will do. "Will" is a stronger commitment than "can" or "strive".

Strong: "To ensure ABC Corp's security, IPD Corp. will implement a three- point plan." Weak: "IPD Corp. understands the importance of security to ABC corp."

6. Substantiate all claims
Customers are skeptical of extravagant claims. They want to see proof. So give it to them; don't ask them to take it on faith. Be especially careful of claiming to be "world- class", "cutting-edge" or "best-in-class" without proof. Remember adjectives do not sell; benefits of your solution sell. Keep in mind these seven sources of proof:

• Research studies
• Past performance
• Case studies
• Expert's endorsement
• Testimonials
• Publicity
• Logical argument

7. Don't editorialize
Customers want to read about what you will do for them. They don't want to read about your understanding of their needs or background to the problem. Nor do they want to read about your heroic efforts to develop your new product or build your company. Omit the editorializing and cut to the chase. Tell them how your product features meet their needs, prove it and ask for their business.

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Interpersonal Development helps organizations experiencing product, market or cultural change win more business.

Offering consulting services in sales, marketing and leadership development, Interpersonal Development's customized process combines Behavioral Modeling Technology with an interactive climate that is supportive, nonjudgmental and engaging.

Our insightful and empathetic approach means that you and your team learn relevant and significant lessons about yourselves and your business. This research-proven and field-tested process incorporates follow-up coaching to ensure what is learned in the process is implemented in the field.

Result:

• Your team feels understood, valued and motivated to perform for you
• They are less frustrated, skeptical and dispirited
• They believe in their abilities and feel empowered to win more business.
• Your colleagues are impressed, your competitors are stunned and your customers are delighted.

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