SlideShare a Scribd company logo
Sales Practice Guide: Proposal




  [Your Company’s
       Name]
                                 [Title]
                                 A Proposal to
                                 [Client Name]

                                 Presented on
                                 [tof]

      [You can include a
  proprietary notice that sets
   conditions for the sharing
      and copying of this
          document.]




       Page 1 of 7
Sales Practice Guide: Proposal


Table of Contents
[Readers almost always look first at the table of contents to see how the proposal is structured.
Make sure that all headings are easy to read, intuitive, and in a logical order.]


1 Current Situation.........................................................................................................3
2 Solution........................................................................................................................3
     2.1 Objectives...........................................................................................................................3
     2.2 Approach............................................................................................................................3
     2.3 Benefits...............................................................................................................................3
3 Implementation Plan...................................................................................................4
     3.1 Methodology.......................................................................................................................4
     3.2 Schedule.............................................................................................................................4
     3.3 Resources..........................................................................................................................4
     3.4 Qualifications......................................................................................................................5
4 Costs............................................................................................................................5
5 Conclusion...................................................................................................................5
Appendix A: Examples of Appendices........................................................................6
Appendix B: Terms and Conditions.............................................................................7




           Page 2 of 7
Sales Practice Guide: Proposal



  Introduction
                              [This section formally introduces your company and its proposed
                              solution to the client. Include a brief summary of your company’s
                              background, capabilities, and strategy in delivering value to the
                              client. If you have a strong value proposition, you can include it here
                              and note what it means to the client.]

[This column can be used
to highlight key              1 Current Situation
statements, quotes,
statistics, or graphics. It   [Use this section to clearly re-state the client’s primary business
also provides space for       needs, problems, or opportunities. Try to add additional insights that
the client to write           prove your understanding of the industry and the unique challenges
comments on a printed         being faced by the client. Then explain the benefits of effectively
version of the document.]     addressing these needs or opportunities and why your company is
                              well positioned to deliver the desired benefits. Keep this section brief
                              and to the point.]


                              2 Solution
                              [This section is used to outline your company’s proposed solution.
                              The key here is to stay focused on the client’s requirements and
                              show why your approach should be selected over other available
                              options, including an in-house solution. Use statistics, if available, to
                              further strengthen your message.]

                              2.1 Objectives
                              [Clearly describe the most important business objectives that will
                              help solve the client needs or problems (three to five is optimal).
                              Emphasize how your company has the experience and insights to
                              address these objectives based on your expertise and past client
                              successes.
                                 Objective 1
                                 Objective 2
                                 Objective 3]

                              2.2 Approach
                              [Use this section to describe the proposed solution strategy and the
                              management approach your company will take in supporting the
                              strategy. Explain this in words that the client can easily understand
                              without being too technical or overlapping your implementation plan,
                              covered in the next section of this document. Provide enough detail
                              to distinguish your approach from other competitors without revealing
                              everything up front.]

                              2.3 Benefits
                              [Describe the client benefits that will be realized as a result of your
                              solution and your company’s expertise in implementing that solution.
                              Wherever possible, try to quantify the benefits in terms of time, cost,



           Page 3 of 7
Sales Practice Guide: Proposal

                               or resources. If you can cite return on investment (ROI) findings for
                               this type of solution, definitely do, but be prepared to verify any
                               metrics if challenged by the client. As for the more intangible
                               benefits, try to keep the client’s perspective in mind and stay focused
                               on business value.
                                  Benefit 1
[When making a key                Benefit 2
statement in the proposal,        Benefit 3]
consider highlighting it as
a stand-alone sentence or
quote in this column.]         3 Implementation Plan
                               [While the previous section was primarily strategic, this section
                               focuses on tactics and execution. Your goal is to build the client's
                               confidence that you can deliver the desired solution and benefits as
                               promised.]

                               3.1 Methodology
                               [Briefly discuss the methodology your company will use to implement
                               the proposed solution. The methodology could relate to project
                               management, systems development, or any relevant lifecycle used
                               to ensure consistency and repeatability of your solutions (and still
                               cater to the unique needs of the client). If you have additional
                               information or graphics on this subject that will help distinguish you
                               from your competitors, consider attaching them as an appendix.]

                               3.2 Schedule
                               [Never underestimate the importance of project management to the
                               client. It can be a key differentiator when competitors are evenly
                               matched. Emphasis here should be on timing and sequencing of
                               major activities, deliverables, and milestones.
                               An effective way of tying all of these pieces together is to display a
                               high-level project plan using Microsoft Office Project or some other
                               project management tool. This helps the client to visualize your
                               solution, while reinforcing your company’s expertise in project
                               management. The trick is showing enough to educate the client
                               without revealing your entire game plan.]
[Use graphics that make
the proposal more visually
interesting. The photos in
this templateSolution Project Plan. A Microsoft Office Project screen print provides the client with
   [Figure 1. come from
   a high-level overview of the solution and conveys timing, sequencing, and dependencies of key
the Microsoft Media
   activities.]
Gallery, available on the
Microsoft Web site.]
                               3.3 Resources
                               [Depending on the nature of the proposal, you may want to identify
                               key resources that will be involved in the solution implementation.
                               These can include people, materials, and facilities. Provide only the
                               information that will be helpful to the client in evaluating your
                               proposal. One option is to include a one-paragraph summary of the
                               background of key managers, consultants, technical experts, and so
                               on. Full resumes can always be attached as an appendix, if desired.]



           Page 4 of 7
Sales Practice Guide: Proposal

                           3.4 Qualifications
                           [This is an opportunity to tell why your organization is uniquely
                           qualified to deliver the solution as promised. Some considerations
                           include: (1) your company’s track record in successfully
                           implementing similar solutions; (2) formal industry or quality
                           certifications such as ISO 9000, ISO 9001, and Six Sigma; and (3)
                           individual certifications of key staff. Include only enough information
                           to validate your capabilities. Use an appendix if you want to highlight
                           your qualifications.]


                           4 Costs
                           [Now that the client understands your solution strategy and
                           capabilities, you can describe your solution costs. How much detail
                           you provide depends on your pricing strategy—whether it is a fixed
                           price contract, cost plus, or some other approach. In any event, you
                           want to include enough information so that the client can weigh your
                           costs against the value being delivered by you or other competitors.
                           Common expense items include resource hours and rates;
                           hardware, software, and other material costs; subcontractor fees;
                           invoicing instructions; legal disclaimers; travel; and other
                           reimbursable costs. A more formal description of terms and
                           conditions can be covered in an appendix.]


   Cost Schedule               [Title 2]                  [Title 3]                 [Title 4]

[Row Title]
[Row Title]
[Row Title]
Total

[Table 2. Name of Table. When adding or embedding tables, you can use the full column width
without affecting the surrounding text.]


                           5 Conclusion
                           [This is an opportunity to briefly summarize the key points of your
                           proposal (such as value proposition, solution strategy, and benefits).
                           Every conclusion should have a strong call to action. What is the
                           desired response by the client after reading your proposal? The tone
                           should be confident and assertive without being overly aggressive,
                           while opening the door for a mutually rewarding relationship. Even if
                           you lose this particular opportunity, you want to position yourself as a
                           future ally who can be counted on to deliver a high-value solution.
                           You may also want to personalize this final section with signature
                           blocks (names and titles) of most senior person sponsoring the
                           proposal and an executive.]




        Page 5 of 7
Sales Practice Guide: Proposal



                                      Appendix A: Examples of
                                      Appendices
                                 [Appendices provide supporting information that is helpful, but not
                                 critical, to the client’s evaluation of your proposal. This includes
                                 material that might otherwise be disruptive to the flow and
                                 momentum of the main proposal. The volume of material in the
                                 appendices should not be so much as to overwhelm the main body
                                 of the proposal, however. As a safety measure, you should never
                                 assume that every client decision maker or influencer will read the
                                 appendices. Ask yourself: If a key client evaluator did not read any of
                                 the appendices, would it leave a hole in my proposal strategy?]



[Figure 2. Description of Graphic. The above exemplifies that graphics can be inserted into an
appendix to visually convey an important concept.]

                                 [Likely candidates for an appendix:
                                    Reprints of news articles, press releases, and corporate
                                     announcements
                                    Relevant client case studies, success stories, references, and
                                     testimonials
                                    Company or individual certifications (referenced in the main
                                     proposal)
                                    Resumes or biographies of key players (referenced in the main
                                     proposal)
                                    Organizational charts
                                    Description of your formal solution methodology
                                    Company history and accomplishments
                                    Design specifications or diagrams
                                    Supporting financial spreadsheets
                                    Terms and conditions (see Appendix B)]




              Page 6 of 7
Sales Practice Guide: Proposal



                             Appendix B: Terms and Conditions
                        [The amount of attention you give to formal terms and conditions
                        depends on the size, complexity, and nature of the sales proposal. In
                        some cases, you may include a brief summary under the “Costs”
                        section of the main proposal. However, a high-stakes proposal might
                        justify a separate appendix for this topic. Typical examples of terms
                        and conditions are:
                           Copyright and limitations on use.
                           Warranties.
                           Limitation of liability.
                           Termination.
                           Dispute resolution.
                           Amendment to terms and conditions.
                           Third-party rights.
                           Applicable law.
                           Disclaimer.]




       Page 7 of 7

More Related Content

What's hot

Business case presentation
Business case presentationBusiness case presentation
Business case presentation
Henrique Narciso
 
Decision model and notation (DMN standard explained. A worked example by Nick...
Decision model and notation (DMN standard explained. A worked example by Nick...Decision model and notation (DMN standard explained. A worked example by Nick...
Decision model and notation (DMN standard explained. A worked example by Nick...
112Motion
 
37. Business Case Template
37. Business Case  Template37. Business Case  Template
37. Business Case Template
Earl Stevens
 
Take Control Of Your Business Performance
Take Control Of Your Business PerformanceTake Control Of Your Business Performance
Take Control Of Your Business Performance
John Hall
 
The Decision Model and Notation (DMN) standard - a worked example
The Decision Model and Notation (DMN) standard - a worked exampleThe Decision Model and Notation (DMN) standard - a worked example
The Decision Model and Notation (DMN) standard - a worked example
Aviva
 
Building capabilities leveraging alternate solution deployments
Building capabilities leveraging alternate solution deployments Building capabilities leveraging alternate solution deployments
Building capabilities leveraging alternate solution deployments
Vivastream
 
MCI Outsourcing Whitepaper
MCI Outsourcing WhitepaperMCI Outsourcing Whitepaper
MCI Outsourcing Whitepaper
Steven S. Altiner
 
Business case template
Business case templateBusiness case template
Business case template
Frank Barnes
 
Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...
Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...
Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...
mjohns3500
 
InteliSpend Capabilities
InteliSpend Capabilities InteliSpend Capabilities
InteliSpend Capabilities
shibbs71
 
Savi chapter6
Savi chapter6Savi chapter6
Savi chapter6
Mohamed Abada
 

What's hot (11)

Business case presentation
Business case presentationBusiness case presentation
Business case presentation
 
Decision model and notation (DMN standard explained. A worked example by Nick...
Decision model and notation (DMN standard explained. A worked example by Nick...Decision model and notation (DMN standard explained. A worked example by Nick...
Decision model and notation (DMN standard explained. A worked example by Nick...
 
37. Business Case Template
37. Business Case  Template37. Business Case  Template
37. Business Case Template
 
Take Control Of Your Business Performance
Take Control Of Your Business PerformanceTake Control Of Your Business Performance
Take Control Of Your Business Performance
 
The Decision Model and Notation (DMN) standard - a worked example
The Decision Model and Notation (DMN) standard - a worked exampleThe Decision Model and Notation (DMN) standard - a worked example
The Decision Model and Notation (DMN) standard - a worked example
 
Building capabilities leveraging alternate solution deployments
Building capabilities leveraging alternate solution deployments Building capabilities leveraging alternate solution deployments
Building capabilities leveraging alternate solution deployments
 
MCI Outsourcing Whitepaper
MCI Outsourcing WhitepaperMCI Outsourcing Whitepaper
MCI Outsourcing Whitepaper
 
Business case template
Business case templateBusiness case template
Business case template
 
Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...
Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...
Clarity Management Consulting - How To Select Innovative Suppliers Using a 5-...
 
InteliSpend Capabilities
InteliSpend Capabilities InteliSpend Capabilities
InteliSpend Capabilities
 
Savi chapter6
Savi chapter6Savi chapter6
Savi chapter6
 

Viewers also liked

sample_pps
sample_ppssample_pps
sample_pps
Quickoffice Test
 
ms_ppt_2010
ms_ppt_2010ms_ppt_2010
ms_ppt_2010
Quickoffice Test
 
ms_ppt_2010_widescreen
ms_ppt_2010_widescreenms_ppt_2010_widescreen
ms_ppt_2010_widescreen
Quickoffice Test
 
Basic shapes
Basic shapesBasic shapes
Basic shapes
Quickoffice Test
 
Getting Started
Getting StartedGetting Started
Getting Started
Quickoffice Test
 
ms_pp_2007_winxp
ms_pp_2007_winxpms_pp_2007_winxp
ms_pp_2007_winxp
Quickoffice Test
 
Getting Started
Getting StartedGetting Started
Getting Started
Quickoffice Test
 
test_msword_doc
test_msword_doctest_msword_doc
test_msword_doc
Quickoffice Test
 
ms_pp_2007_winxp
ms_pp_2007_winxpms_pp_2007_winxp
ms_pp_2007_winxp
Quickoffice Test
 
Quickpoint How To
Quickpoint How ToQuickpoint How To
Quickpoint How To
Quickoffice Test
 
sample_ppt
sample_pptsample_ppt
sample_ppt
Quickoffice Test
 
Basic shapes
Basic shapesBasic shapes
Basic shapes
Quickoffice Test
 
test_msword_doc
test_msword_doctest_msword_doc
test_msword_doc
Quickoffice Test
 
Getting Started
Getting StartedGetting Started
Getting Started
Quickoffice Test
 
ms_pp_2007_winxp
ms_pp_2007_winxpms_pp_2007_winxp
ms_pp_2007_winxp
Quickoffice Test
 
sample_pps
sample_ppssample_pps
sample_pps
Quickoffice Test
 
여보세요견본원본한국어Korean
여보세요견본원본한국어Korean여보세요견본원본한국어Korean
여보세요견본원본한국어Korean
Quickoffice Test
 

Viewers also liked (17)

sample_pps
sample_ppssample_pps
sample_pps
 
ms_ppt_2010
ms_ppt_2010ms_ppt_2010
ms_ppt_2010
 
ms_ppt_2010_widescreen
ms_ppt_2010_widescreenms_ppt_2010_widescreen
ms_ppt_2010_widescreen
 
Basic shapes
Basic shapesBasic shapes
Basic shapes
 
Getting Started
Getting StartedGetting Started
Getting Started
 
ms_pp_2007_winxp
ms_pp_2007_winxpms_pp_2007_winxp
ms_pp_2007_winxp
 
Getting Started
Getting StartedGetting Started
Getting Started
 
test_msword_doc
test_msword_doctest_msword_doc
test_msword_doc
 
ms_pp_2007_winxp
ms_pp_2007_winxpms_pp_2007_winxp
ms_pp_2007_winxp
 
Quickpoint How To
Quickpoint How ToQuickpoint How To
Quickpoint How To
 
sample_ppt
sample_pptsample_ppt
sample_ppt
 
Basic shapes
Basic shapesBasic shapes
Basic shapes
 
test_msword_doc
test_msword_doctest_msword_doc
test_msword_doc
 
Getting Started
Getting StartedGetting Started
Getting Started
 
ms_pp_2007_winxp
ms_pp_2007_winxpms_pp_2007_winxp
ms_pp_2007_winxp
 
sample_pps
sample_ppssample_pps
sample_pps
 
여보세요견본원본한국어Korean
여보세요견본원본한국어Korean여보세요견본원본한국어Korean
여보세요견본원본한국어Korean
 

Similar to ms_word_2007_winxp

sample_doc
sample_docsample_doc
sample_doc
Quickoffice Test
 
sample_doc
sample_docsample_doc
sample_doc
Quickoffice Test
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
Quickoffice Test
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
Quickoffice Test
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
Quickoffice Test
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
Quickoffice Test
 
Sales Proposal Template
Sales Proposal TemplateSales Proposal Template
Sales Proposal Template
Demand Metric
 
Webinar program business case template
Webinar program business case templateWebinar program business case template
Webinar program business case template
Demand Metric
 
Mindfield Consulting Business Case for IT Project
Mindfield Consulting Business Case for IT ProjectMindfield Consulting Business Case for IT Project
Mindfield Consulting Business Case for IT Project
Stanley Ly
 
Templates In Business Analysis
Templates In Business AnalysisTemplates In Business Analysis
Templates In Business Analysis
Alice166Butler
 
Business case
Business caseBusiness case
Business case
rb499
 
Case study template
Case study templateCase study template
Case study template
Demand Metric
 
Babok2 chapter5 final
Babok2 chapter5 finalBabok2 chapter5 final
Babok2 chapter5 final
kalyanakrishnan
 
New projectplandefinition1
New projectplandefinition1New projectplandefinition1
New projectplandefinition1
Jonathan Joyce
 
Mobile Marketing Business Case
Mobile Marketing Business CaseMobile Marketing Business Case
Mobile Marketing Business Case
Demand Metric
 
Social Media Business Case
Social Media Business Case Social Media Business Case
Social Media Business Case
Demand Metric
 
Course ProjectPart 1 – Building Your Project PlanYou and your
Course ProjectPart 1 – Building Your Project PlanYou and your Course ProjectPart 1 – Building Your Project PlanYou and your
Course ProjectPart 1 – Building Your Project PlanYou and your
CruzIbarra161
 
CRM Business Case Template
CRM Business Case Template CRM Business Case Template
CRM Business Case Template
Demand Metric
 
1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx
1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx
1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx
felicidaddinwoodie
 
Business Case Template
Business Case TemplateBusiness Case Template
Business Case Template
Knowledge Train
 

Similar to ms_word_2007_winxp (20)

sample_doc
sample_docsample_doc
sample_doc
 
sample_doc
sample_docsample_doc
sample_doc
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
 
ms_word_2007_winxp
ms_word_2007_winxpms_word_2007_winxp
ms_word_2007_winxp
 
Sales Proposal Template
Sales Proposal TemplateSales Proposal Template
Sales Proposal Template
 
Webinar program business case template
Webinar program business case templateWebinar program business case template
Webinar program business case template
 
Mindfield Consulting Business Case for IT Project
Mindfield Consulting Business Case for IT ProjectMindfield Consulting Business Case for IT Project
Mindfield Consulting Business Case for IT Project
 
Templates In Business Analysis
Templates In Business AnalysisTemplates In Business Analysis
Templates In Business Analysis
 
Business case
Business caseBusiness case
Business case
 
Case study template
Case study templateCase study template
Case study template
 
Babok2 chapter5 final
Babok2 chapter5 finalBabok2 chapter5 final
Babok2 chapter5 final
 
New projectplandefinition1
New projectplandefinition1New projectplandefinition1
New projectplandefinition1
 
Mobile Marketing Business Case
Mobile Marketing Business CaseMobile Marketing Business Case
Mobile Marketing Business Case
 
Social Media Business Case
Social Media Business Case Social Media Business Case
Social Media Business Case
 
Course ProjectPart 1 – Building Your Project PlanYou and your
Course ProjectPart 1 – Building Your Project PlanYou and your Course ProjectPart 1 – Building Your Project PlanYou and your
Course ProjectPart 1 – Building Your Project PlanYou and your
 
CRM Business Case Template
CRM Business Case Template CRM Business Case Template
CRM Business Case Template
 
1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx
1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx
1STRATEGIC GROUPING FOR TOYOTA CORPORATIONMilestone 2 Strat.docx
 
Business Case Template
Business Case TemplateBusiness Case Template
Business Case Template
 

More from Quickoffice Test

egnyte rename
egnyte renameegnyte rename
egnyte rename
Quickoffice Test
 
Quickword How To
Quickword How ToQuickword How To
Quickword How To
Quickoffice Test
 
evi
evievi
Docx test
Docx testDocx test
Docx test
Quickoffice Test
 
Presentation
PresentationPresentation
Presentation
Quickoffice Test
 
!!!zzz To
!!!zzz To!!!zzz To
!!!zzz To
Quickoffice Test
 
!!!zzz itttest1
!!!zzz itttest1!!!zzz itttest1
!!!zzz itttest1
Quickoffice Test
 
mac_pp_2011
mac_pp_2011mac_pp_2011
mac_pp_2011
Quickoffice Test
 

More from Quickoffice Test (20)

call02
call02call02
call02
 
call03
call03call03
call03
 
call06
call06call06
call06
 
call07
call07call07
call07
 
test
testtest
test
 
EGNYTE
EGNYTEEGNYTE
EGNYTE
 
egnyte rename
egnyte renameegnyte rename
egnyte rename
 
A
AA
A
 
Quickword How To
Quickword How ToQuickword How To
Quickword How To
 
evi
evievi
evi
 
Docx test
Docx testDocx test
Docx test
 
Presentation
PresentationPresentation
Presentation
 
april
aprilapril
april
 
April
AprilApril
April
 
April
AprilApril
April
 
April
AprilApril
April
 
test
testtest
test
 
!!!zzz To
!!!zzz To!!!zzz To
!!!zzz To
 
!!!zzz itttest1
!!!zzz itttest1!!!zzz itttest1
!!!zzz itttest1
 
mac_pp_2011
mac_pp_2011mac_pp_2011
mac_pp_2011
 

ms_word_2007_winxp

  • 1. Sales Practice Guide: Proposal [Your Company’s Name] [Title] A Proposal to [Client Name] Presented on [tof] [You can include a proprietary notice that sets conditions for the sharing and copying of this document.] Page 1 of 7
  • 2. Sales Practice Guide: Proposal Table of Contents [Readers almost always look first at the table of contents to see how the proposal is structured. Make sure that all headings are easy to read, intuitive, and in a logical order.] 1 Current Situation.........................................................................................................3 2 Solution........................................................................................................................3 2.1 Objectives...........................................................................................................................3 2.2 Approach............................................................................................................................3 2.3 Benefits...............................................................................................................................3 3 Implementation Plan...................................................................................................4 3.1 Methodology.......................................................................................................................4 3.2 Schedule.............................................................................................................................4 3.3 Resources..........................................................................................................................4 3.4 Qualifications......................................................................................................................5 4 Costs............................................................................................................................5 5 Conclusion...................................................................................................................5 Appendix A: Examples of Appendices........................................................................6 Appendix B: Terms and Conditions.............................................................................7 Page 2 of 7
  • 3. Sales Practice Guide: Proposal Introduction [This section formally introduces your company and its proposed solution to the client. Include a brief summary of your company’s background, capabilities, and strategy in delivering value to the client. If you have a strong value proposition, you can include it here and note what it means to the client.] [This column can be used to highlight key 1 Current Situation statements, quotes, statistics, or graphics. It [Use this section to clearly re-state the client’s primary business also provides space for needs, problems, or opportunities. Try to add additional insights that the client to write prove your understanding of the industry and the unique challenges comments on a printed being faced by the client. Then explain the benefits of effectively version of the document.] addressing these needs or opportunities and why your company is well positioned to deliver the desired benefits. Keep this section brief and to the point.] 2 Solution [This section is used to outline your company’s proposed solution. The key here is to stay focused on the client’s requirements and show why your approach should be selected over other available options, including an in-house solution. Use statistics, if available, to further strengthen your message.] 2.1 Objectives [Clearly describe the most important business objectives that will help solve the client needs or problems (three to five is optimal). Emphasize how your company has the experience and insights to address these objectives based on your expertise and past client successes.  Objective 1  Objective 2  Objective 3] 2.2 Approach [Use this section to describe the proposed solution strategy and the management approach your company will take in supporting the strategy. Explain this in words that the client can easily understand without being too technical or overlapping your implementation plan, covered in the next section of this document. Provide enough detail to distinguish your approach from other competitors without revealing everything up front.] 2.3 Benefits [Describe the client benefits that will be realized as a result of your solution and your company’s expertise in implementing that solution. Wherever possible, try to quantify the benefits in terms of time, cost, Page 3 of 7
  • 4. Sales Practice Guide: Proposal or resources. If you can cite return on investment (ROI) findings for this type of solution, definitely do, but be prepared to verify any metrics if challenged by the client. As for the more intangible benefits, try to keep the client’s perspective in mind and stay focused on business value.  Benefit 1 [When making a key  Benefit 2 statement in the proposal,  Benefit 3] consider highlighting it as a stand-alone sentence or quote in this column.] 3 Implementation Plan [While the previous section was primarily strategic, this section focuses on tactics and execution. Your goal is to build the client's confidence that you can deliver the desired solution and benefits as promised.] 3.1 Methodology [Briefly discuss the methodology your company will use to implement the proposed solution. The methodology could relate to project management, systems development, or any relevant lifecycle used to ensure consistency and repeatability of your solutions (and still cater to the unique needs of the client). If you have additional information or graphics on this subject that will help distinguish you from your competitors, consider attaching them as an appendix.] 3.2 Schedule [Never underestimate the importance of project management to the client. It can be a key differentiator when competitors are evenly matched. Emphasis here should be on timing and sequencing of major activities, deliverables, and milestones. An effective way of tying all of these pieces together is to display a high-level project plan using Microsoft Office Project or some other project management tool. This helps the client to visualize your solution, while reinforcing your company’s expertise in project management. The trick is showing enough to educate the client without revealing your entire game plan.] [Use graphics that make the proposal more visually interesting. The photos in this templateSolution Project Plan. A Microsoft Office Project screen print provides the client with [Figure 1. come from a high-level overview of the solution and conveys timing, sequencing, and dependencies of key the Microsoft Media activities.] Gallery, available on the Microsoft Web site.] 3.3 Resources [Depending on the nature of the proposal, you may want to identify key resources that will be involved in the solution implementation. These can include people, materials, and facilities. Provide only the information that will be helpful to the client in evaluating your proposal. One option is to include a one-paragraph summary of the background of key managers, consultants, technical experts, and so on. Full resumes can always be attached as an appendix, if desired.] Page 4 of 7
  • 5. Sales Practice Guide: Proposal 3.4 Qualifications [This is an opportunity to tell why your organization is uniquely qualified to deliver the solution as promised. Some considerations include: (1) your company’s track record in successfully implementing similar solutions; (2) formal industry or quality certifications such as ISO 9000, ISO 9001, and Six Sigma; and (3) individual certifications of key staff. Include only enough information to validate your capabilities. Use an appendix if you want to highlight your qualifications.] 4 Costs [Now that the client understands your solution strategy and capabilities, you can describe your solution costs. How much detail you provide depends on your pricing strategy—whether it is a fixed price contract, cost plus, or some other approach. In any event, you want to include enough information so that the client can weigh your costs against the value being delivered by you or other competitors. Common expense items include resource hours and rates; hardware, software, and other material costs; subcontractor fees; invoicing instructions; legal disclaimers; travel; and other reimbursable costs. A more formal description of terms and conditions can be covered in an appendix.] Cost Schedule [Title 2] [Title 3] [Title 4] [Row Title] [Row Title] [Row Title] Total [Table 2. Name of Table. When adding or embedding tables, you can use the full column width without affecting the surrounding text.] 5 Conclusion [This is an opportunity to briefly summarize the key points of your proposal (such as value proposition, solution strategy, and benefits). Every conclusion should have a strong call to action. What is the desired response by the client after reading your proposal? The tone should be confident and assertive without being overly aggressive, while opening the door for a mutually rewarding relationship. Even if you lose this particular opportunity, you want to position yourself as a future ally who can be counted on to deliver a high-value solution. You may also want to personalize this final section with signature blocks (names and titles) of most senior person sponsoring the proposal and an executive.] Page 5 of 7
  • 6. Sales Practice Guide: Proposal Appendix A: Examples of Appendices [Appendices provide supporting information that is helpful, but not critical, to the client’s evaluation of your proposal. This includes material that might otherwise be disruptive to the flow and momentum of the main proposal. The volume of material in the appendices should not be so much as to overwhelm the main body of the proposal, however. As a safety measure, you should never assume that every client decision maker or influencer will read the appendices. Ask yourself: If a key client evaluator did not read any of the appendices, would it leave a hole in my proposal strategy?] [Figure 2. Description of Graphic. The above exemplifies that graphics can be inserted into an appendix to visually convey an important concept.] [Likely candidates for an appendix:  Reprints of news articles, press releases, and corporate announcements  Relevant client case studies, success stories, references, and testimonials  Company or individual certifications (referenced in the main proposal)  Resumes or biographies of key players (referenced in the main proposal)  Organizational charts  Description of your formal solution methodology  Company history and accomplishments  Design specifications or diagrams  Supporting financial spreadsheets  Terms and conditions (see Appendix B)] Page 6 of 7
  • 7. Sales Practice Guide: Proposal Appendix B: Terms and Conditions [The amount of attention you give to formal terms and conditions depends on the size, complexity, and nature of the sales proposal. In some cases, you may include a brief summary under the “Costs” section of the main proposal. However, a high-stakes proposal might justify a separate appendix for this topic. Typical examples of terms and conditions are:  Copyright and limitations on use.  Warranties.  Limitation of liability.  Termination.  Dispute resolution.  Amendment to terms and conditions.  Third-party rights.  Applicable law.  Disclaimer.] Page 7 of 7