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Client-Centered Proposals
The document outlines strategies for creating client-centered proposals that shift focus from sellers to buyers, emphasizing the importance of understanding client needs and differentiating proposals through tailored content and presentation. It highlights the need to address both strategic and personal client objectives, and advocates for clear communication, storytelling, and effective proposal structure to enhance client engagement. The primary message is to illustrate how the proposal will help clients achieve their project goals while demonstrating qualifications.
Client-Centered Proposals
- 1. CLIENT-CENTERED PROPOSALS Client-Centered Proposals How toShift the Focus from You to the Buyer Mel Lester March 7, 2014
- 2. CLIENT-CENTERED PROPOSALS The problem withselling is… It’s seller-focused rather than buyer- focused
- 3. CLIENT-CENTERED PROPOSALS Clients ArePart of the Problem
- 4. CLIENT-CENTERED PROPOSALS RFP ObjectivesWhat You Want Level the playing field Tilt the field in your favor Make all submittals alike Make yours stand out Follow an objective formal process Engage the subjective human dynamic Focus on your firm Focus on the client The RFP Isn’t Your Friend
- 5. CLIENT-CENTERED PROPOSALS Fully comply,but don’t surrender Slavishly following the RFP can neutralize your best advantages: • Existing client relationship • Previous site experience • Deep understanding of client needs • Better solution or problem definition • Strengths not addressed in RFP Favor “Assertive Compliance”
- 6. CLIENT-CENTERED PROPOSALS The firstobjective in writing a winning proposal is being different Don’t Overlook This…
- 7. CLIENT-CENTERED PROPOSALS Two-Ways toDifferentiate Your Proposal Client-Centered Content Client-Centered Presentation
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- 9. CLIENT-CENTERED PROPOSALS Levels ofClient Needs Strategic Needs Technical Needs Personal Needs Why? The strategic issues that drive the project What? The technical issues that define the project How? The service issues that distinguish the project
- 10. CLIENT-CENTERED PROPOSALS What arethe client’s key strategic needs driving this project? Answer This Question…
- 11. CLIENT-CENTERED PROPOSALS Weighing theConsequences
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- 14. CLIENT-CENTERED PROPOSALS What arethe desired strategic outcomes for this project? Answer This Question…
- 15. CLIENT-CENTERED PROPOSALS ResultsSolution Client’s perspective • Aspirations •Circumstances • Needs • Wants • Concerns • Priorities Objectives What you said you wanted How we’re going to deliver it Client-Focused Writing
- 16. CLIENT-CENTERED PROPOSALS Project Background • Clientneeds • Project history • Site conditions • Challenges • Regulatory context Project Objectives • Client vision • CSFs • Desired outcomes • Business goals Project Approach • Overall strategy • Project narrative • Integrated solution • Client relationship • PM process Scope of Work • WBS • Contract scope • Regulatory/code criteria Setting the Project Context
- 17. CLIENT-CENTERED PROPOSALS Primary message:Here’s how we will help your project (and ultimately your business) succeed. Secondary message: Here is the scope of work we will perform. And, by the way, we’re qualified. Prioritizing the Message
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- 19. CLIENT-CENTERED PROPOSALS Sources: Kennedy& Greenberg, Clientship (1998); The BTI Consulting Group Point of Differentiation: Close the Value Gap What Clients Say They Value What Consultants Say Their Clients Value Closing the Value Gap
- 20. CLIENT-CENTERED PROPOSALS Requirements Expectations StatedUnstated Impersonal Personal Objective Subjective Specific Less specific All firms recognize Few firms uncover Going Beyond Requirements
- 21. CLIENT-CENTERED PROPOSALS Communication Meetings Client involvement &decision making Information & data exchange Deliverable standards Invoicing & payment Managing changes & mistakes Performance feedback ? Clarifying Client Expectations
- 22. CLIENT-CENTERED PROPOSALS Benchmark Expectations Identify Gaps Create Service Deliverables Implement ServicePlan Prepare Service Plan Solicit Client Feedback Client Experience Delivery Process
- 23. CLIENT-CENTERED PROPOSALS How welldo you know the client’s expectations? Which should you address in the proposal? Don’t Overlook This…
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- 25. CLIENT-CENTERED PROPOSALS Technical Communication Persuasive Communication Impersonal Personal ObjectiveSubjective Intellectual Emotional Features Benefits, experiences Information Influence Technically Nonpersuasive
- 26. CLIENT-CENTERED PROPOSALS Define issuesthrough the client’s eyes Connect tech solutions to human benefits Use personal language in your writing Write as if to an audience of one Getting Personal
- 27. CLIENT-CENTERED PROPOSALS Studies showthat storytelling can boost business performance: Build your firm’s brand Improve your sales success Enhance employee engagement Facilitate culture change The Power of Story
- 28. CLIENT-CENTERED PROPOSALS 1. Realityintroduced 2. Conflict arises 3. Struggle ensues 4. Conflict resolved 5. New reality results Source: Kaihan Krippendorf Where can these basic story elements apply to your proposal? The Classic Story Spine
- 29. CLIENT-CENTERED PROPOSALS Story Elements Regionalwastewater collection system Conflict introduced • Regulatory deadline to vacate rural septic systems Struggle ensues • Conventional design approach cannot meet deadline • No agreements with area WWTPs to take sewage • Low initial flows create odor and maintenance problems • Costly environmental assessment Conflict resolved • Expedited, collaborative design process to meet schedule • Strong relationships with area local governments • Creative design to eliminate odor and environmental assessment New reality results • Regulatory deadline met with over $1.2 million in savings Example Proposal Storyline
- 30. CLIENT-CENTERED PROPOSALS Stories arepersonal, revealing thoughts and feelings Stories involve actors, actions, and interactions Stories have dramatic tension and release Key Story Attributes
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- 32. CLIENT-CENTERED PROPOSALS DID YOUKNOW? Set aggressive page limits SUGGEST 25 EXCLUDING APPENDICES / FORMS pages Avoiding Verbosity
- 33. CLIENT-CENTERED PROPOSALS Present contentat two levels: skim and read Don’t make reviewer read for key messages Make ample use of graphic elements Break up text with informative headings Put most important content first throughout Making Your Proposal Skimmable
- 34. CLIENT-CENTERED PROPOSALS Move themost important information to front of the section, or para- subsection graph “Inverted Pyramid” Putting First Things First
- 35. CLIENT-CENTERED PROPOSALS XYZ XYZ XYZ XYZ XYZ Would YouRather Read This…
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- 37. CLIENT-CENTERED PROPOSALS Learn FromPublishing Experts
- 38. CLIENT-CENTERED PROPOSALS Do the“2-minute drill” to identify key messages List supporting points for each key message Organize points based on importance Develop a detailed content outline Write narrative to build out your outline How to Write Skimmable Content
- 39. CLIENT-CENTERED PROPOSALS Key Message3 Supporting Points What you must say What you should say What you could say Key Message 2 Supporting Points What you must say What you should say What you could say Key Message 1 Supporting Points What you must say What you should say What you could say Proposal Theme Fit to Proposal Organization Building Out Your Content
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- 41. CLIENT-CENTERED PROPOSALS 1. ExecutiveSummary • Essence of your proposal 2. Key Issues • Problem definition • Project objectives • Special challenges 3. Project Approach • Solution selection • Technical execution • Project management • Service delivery 4. Project Team • Org chart • Resumes • Subcontractors 5. Qualifications • Relevant experience • Resources & capabilities 6. Proposed Cost • Lowest credible scope • Scope options Preferred Proposal Structure
- 42. CLIENT-CENTERED PROPOSALS Always includean executive summary Saving the Best for First
- 43. CLIENT-CENTERED PROPOSALS 2 3 46 1 Client-Centered Content 5 Client-Centered Presentation Summary…
- 44. CLIENT-CENTERED PROPOSALS For moreinformation: Contact me for links to articles exploring these strategies in more depth: mel@bizedge.biz Don’t worry, I won’t be contacting you further unless you ask me to!
- 45. CLIENT-CENTERED PROPOSALS Check thisout: www.ae-resource.com Subscribe to my monthly ezine