Winning Consultancy Proposals

 

You can call it a Terms of Reference or a Proposal, but ALWAYS write one before you commence formally working with a client.  It sets the stage for future communication and is the correct platform from which to start.

The reality is that a Proposal is part of the Sales Process, ideally a Consultancy Proposal should merely be a letter confirming a verbal agreement that is the result of proper sales techniques.  I talk about this more in the emails that I send out.  That aside, Consultancy Proposals must: 

·         Help you win the business so it should accentuate benefits and the value that the project will bring to the client

·         Help reinforce your creditability as an expert in your field

·         Be specific and reveal your understanding of their business and the key issues at hand

·         Serve to communicate a common platform and understanding of terms and conditions under which you and your client agree to do business

·         Be useful as a planning tool both for yourself and your client

·         Reflect the proper consultancy image

 

Importantly it should not give away the answers.  Tell some of the "what" and "why" of the project but keep the "how" down to a minimum.  Don't give away your services for free.

Always remember the story of the plumber who charges £130 for the visit but only knocks on the pipe and clears a blockage.    "But anyone can knock on a pipe" the customer may argue but as the Plumber says "it is knowing to knock in the first place and where to knock that is valuable." 

 

Proposals should include:

 

An Introduction

·         It is likely that the Proposal will end up in front of a senior executive who may not have ever heard of you.  You need to introduce who you are, why you are there and demonstrate quickly and professionally that you understand the issues at hand

 

Objectives and Scope

·         What are the specific results required

 

Boundaries/scope of the engagement

·         The process by which you will ensure the project remains both in control and on time

 

Your Proposed Solution

·         Expected Benefits

·         The Value of those benefits to the organisation – try and make as tangible as possible

·         How those benefits will be measured         

 

The Solution Process

·         Solution Process Map with Milestones and Options clearly documented

·         Timescales

·         How the client will interact and remain “in control”

·         Key process owners and/or decision makers involved

·         Clear understanding of who does what

  

Fees including Risk Reduction

·         Try and ensure that your fees are directly related to the value that you bring to the engagement

Sign off

·         It is important that the document is properly signed off so that you have the commitment from the client to begin

Supporting Documents (as required including)

·         Team members

·         Qualifications

·         CV’s

·         Case Studies

·         Testimonials

·         Framework T&C’s

  

It should not include poor grammar, spelling mistakes, look rushed or be over wordy.  The look and feel of the proposal should be personalised and not look like a canned document - nothing kills a proposal dead like leaving in phrases relevant to your last client!

Check, check and re-check before you send out!

 

 

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