Creating Effective Proposals — WordCamp Edmonton 2012
Upcoming SlideShare
Loading in...5
×
 

Creating Effective Proposals — WordCamp Edmonton 2012

on

  • 507 views

If would like to significantly raise your rates without spending months developing new technical skills, if want to land more, bigger, and better clients, or if you’re just tired of losing bids and ...

If would like to significantly raise your rates without spending months developing new technical skills, if want to land more, bigger, and better clients, or if you’re just tired of losing bids and not understanding why, then you need to improve your proposal writing skills.

An effective proposal demonstrates empathy for the client, establishes your expertise, and sets proper expectations for your relationship moving forward. It has more to do with communication skills than technical capabilities, deliverables, or price.

In this workshop you’ll learn strategies and techniques that will help you start crafting more effective proposals right away — and don’t be too surprised if what you learn also comes in handy on a date sometime.

Statistics

Views

Total Views
507
Slideshare-icon Views on SlideShare
493
Embed Views
14

Actions

Likes
0
Downloads
6
Comments
0

2 Embeds 14

https://twitter.com 13
http://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Not fun\nNot sure why you win\nSpend hours or days writing and never hear back\nOther times dash off a quick one and get it\nProposal writing eats up tons of time and has unpredictable results\n
  • \n
  • \n
  • Does getting 50% better at Photoshop or PHP automatically allow you to raise your rates by that amount? Or do you automatically get 50% more clients? \n\nMost likely not. \n
  • \n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • Simon Sinek's TED Talk: Start with Why\nPeople don't buy what you do, they buy WHY you do it.\n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Think of it from the client's perspective. They are about to give a bunch of money and entrust a project to someone they might never have met. They may have had bad experiences in the past, and if they haven't then they surely know someone who has.\n\nHiring a web designer is scary!  I am one and I run a digtal agency and I still get scared of it! \n\n
  • \n
  • \n
  • \n
  • \n
  • Build trust with OPENNESS. People can sense when others are hiding things from them.\n
  • \n
  • \n
  • \n
  • Make that problem statement as specific and as clear as possible.\n
  • Make that problem statement as specific and as clear as possible.\n
  • Make that problem statement as specific and as clear as possible.\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Creating Effective Proposals — WordCamp Edmonton 2012 Creating Effective Proposals — WordCamp Edmonton 2012 Presentation Transcript

  • Creating Effective Proposals John A. Sexton, Ph.D. Founder and Creative Director Groupmind, Inc.
  • creative thinking, reimaginedWe help people create, communicate and collaborate more effectively, in person and on the web. getgroupmind.com
  • heyjohnsexton.com@heyjohnsexton
  • heyjohnsexton.com @heyjohnsexton#proposals
  • http://www.flickr.com/photos/usoceangov/6857446728/
  • What do you do?
  • Why did you start doing it?
  • http://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Need Moneyhttp://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Need Money Must write Proposal :(http://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Need Money Must write Proposal :( Rush through Proposalhttp://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Need Money Must write Proposal :( Rush through Proposal Don’t win the jobs we really wanthttp://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Need Money Must write Proposal :( Keep taking on the same kinds of jobs Rush through Proposal Don’t win the jobs we really wanthttp://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Need Money Must write Proposal :( Keep taking on the same kinds of jobs Rush through Proposal Don’t win the jobs we really wanthttp://www.flickr.com/photos/migulski/2273289856/sizes/o/in/photostream/
  • Let’s vent.http://www.flickr.com/photos/dhilowitz/4351445649/
  • Bad proposals are losing you jobs.http://i.huffpost.com/gadgets/slideshows/261745/slide_261745_1729771_free.jpg?1352278486043
  • The Real Problem
  • The skills you develop by doing the work you love......are not the same skills that help you get better jobs in the future.
  • If we can understand what causes a client toaccept or reject a proposal...then we can create proposals that are more effective.
  • Estimates vs. Proposals
  • Estimates vs. Proposals
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Estimates vs. Proposals Estimates Proposals What, How Much What, How Much, Why Focused on Price Focused on Value Persuades &Treats work as commodity Builds relationship
  • Effective Proposals
  • Effective Proposals
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • Effective Proposals You Client More wins Understand their situation Higher pay Good value Better clients Appropriate solutionLess wasted time Trust you can execute You are uniquely well-suitedto help the client achieve their goals.
  • So how do we get to Yes?
  • Decisions, Decisions
  • Decisions are almost always driven by Emotion.
  • • Demonstrate that they can trust you• Show the client you understand their needs• Be honest, be yourself
  • Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • Love Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • LikeLove Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • Approve LikeLove Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • Indifference Approve LikeLove Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • Distrust Indifference Approve LikeLove Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • Web Designer Distrust Indifference Approve LikeLove Inspired by: http://chasingthestorm.com/brand-relationship-onion-people-and-brand-relationships/
  • Clients want to trust you!Unfortunately, many of them have broken hearts.
  • And other bad people are out there... just waiting to do it again.
  • It’s All About Them
  • Clients only care about you to the extent that you canhelp them achieve their goals. Embrace that.
  • Listen
  • Share your best ideas
  • OK.Enough with understanding stuff. Give us tricks!
  • Get PersonalMake a personal connection in your cover letter.
  • Get Personal Make a personal connection in your cover letter.Dear sir or madam
  • Get Personal Make a personal connection in your cover letter. Hi Katie,Dear sir or It was great madam speaking with you Tuesday...
  • Compare CurrentSituation to Ideal Situation Get them to imagine the gap and show how you can help close it.
  • Compare CurrentSituation to Ideal Situation Get them to imagine the gap and show how you can help close it. Problem Statement
  • Compare CurrentSituation to Ideal Situation Get them to imagine the gap and show how you can help close it. Problem Statement Goals & Objectives
  • Compare CurrentSituation to Ideal Situation Get them to imagine the gap and show how you can help close it. Problem Statement You Goals & Objectives
  • Provide Data, But Not Too MuchJust enough to satisfy the rational brain that seeks to justify our decisions with facts.
  • Provide Data, But Not Too Much Just enough to satisfy the rational brain that seeks to justify our decisions with facts.100 75 50 25 0 2009 2010 2011 2012
  • Give OptionsChange the conversation from“yes” or “no” to “which one?”
  • Give OptionsChange the conversation from“yes” or “no” to “which one?” $10,000
  • Give Options Change the conversation from “yes” or “no” to “which one?”$15,000 $10,000
  • Give Options Change the conversation from “yes” or “no” to “which one?”$15,000 $10,000 $7,500 Reach Best Value Budget
  • Loss AversionReduce the price by taking things away.
  • Loss Aversion Reduce the price by taking things away.$15,000
  • Loss Aversion Reduce the price by taking things away.$15,000 $10,000 - Social Media - Content Strategy
  • Loss Aversion Reduce the price by taking things away.$15,000 $10,000 $7,500 - Social Media - WordPress - Content Strategy - Internets
  • Goal-Gradient EffectShowing progress that has already been made motivates people to continue.
  • Goal-Gradient EffectShowing progress that has already been made motivates people to continue.
  • Goal-Gradient EffectShowing progress that has already been made motivates people to continue. Review Proposal
  • Goal-Gradient EffectShowing progress that has already been made motivates people to continue. Review Review Proposal Prototypes
  • Goal-Gradient EffectShowing progress that has already been made motivates people to continue. Review Review Project Proposal Prototypes Complete!
  • Goal-Gradient Effect Showing progress that has already been made motivates people to continue. Review Review ProjectFind us! Proposal Prototypes Complete!DONE!
  • Goal-Gradient Effect Showing progress that has already been made motivates people to continue. Fill out Review Review ProjectFind us! questionnaire Proposal Prototypes Complete!DONE! DONE!
  • Goal-Gradient Effect Showing progress that has already been made motivates people to continue. Fill out Review Review ProjectFind us! questionnaire Proposal Prototypes Complete! YOU AREDONE! DONE! HERE
  • Make Accepting Easy Explicitly spell out next steps & Provide clear call to action.
  • Make Accepting Easy Explicitly spell out next steps & Provide clear call to action.1
  • Make Accepting Easy Explicitly spell out next steps & Provide clear call to action.12
  • Make Accepting Easy Explicitly spell out next steps & Provide clear call to action.123
  • Make Accepting Easy Explicitly spell out next steps & Provide clear call to action.123 Accept Proposal
  • More Proposal Writing Tips
  • Use simple language and short sentences.
  • Keep the proposal short. 5 Pages or less is ideal.
  • Send the proposal quickly. 3 Business days.
  • Make it skimmable. Use headings, subheadings, bullet lists & callout boxes, tobreak up long passages of text.
  • Focus on Benefits & Results for client. “You get...” instead of “We will build...”
  • Give your proposal a meaningful title.“Building a Modern Web Presence for...” instead of “Web Design Proposal”
  • Use a Branded Template for layout and generic sections... ...but your proposed solutionsneed to be unique for each client.
  • Show your thought process.They are buying into you and your process as much as they are the final product.
  • Proffread
  • Proofreed
  • Proofread
  • FocusIt’s all about showing them howyou are uniquely suited to solve their problems. Anything that doesn’t directly support that must be cut out.
  • Questions from Twitter
  • Questions?http://en.wikipedia.org/wiki/File:Laozi_002.jpg
  • getgroupmind.com@getgroupmind#proposalsheyjohnsexton.com@heyjohnsexton