Proposals

The purpose of a proposal is to persuade your target audience to take specific action.

You may be required to write a proposal that persuades people:

• within your organisation to take specific action—for example, to change a process or procedure or to purchase additional resources
• outside your organisation to take specific action—for example, to buy products or services from your organisation.

Approach writing a proposal as you would a problem solving activity.  Your goal is to solve a problem that affects your reader. Everything in the proposal should relate to the problem and be based on fact and logic.  Often proposal writers make the mistake of beginning their proposal with information about their own organisation and how brilliant they are at what they do, this is rarely effective.

Proposal Structure

The following structure is an effective format for persuading people that your proposal is a good one, as it focuses first on the audience’s needs and the benefits they will enjoy when your proposed action is implemented.

1.  Our understanding of your needs

In this first section, catch the audience’s attention by clearly and concisely stating their specific need or problem.

Your goal in this section is for your audience to be thinking while they read it, ‘Yes! This person/organisation understands the pain I am experiencing. They know about my issues and worries.’

Use the readers’ terminology so that they can relate easily to your analysis.

2.  The solution

Now that you have persuaded your audience you understand their situation, you are ready to recommend your proposed solution.

This is the heart of your proposal. Describe the solution and also explain why you see this as the best solution to address their problem.

• Describe the product/solution.
•  Stress the benefits of your product/solution most relevant to the reader.
• Describe what the work looks like, what it does, how consistently and well it will perform for the reader.
• You might include a brochure or picture.
• Convince the reader that your product is the most up to date and efficient one that they can select.
• Stress any special features, maintenance advantages, warranties or service benefits. Highlight features that show the quality, consistency, or security of your work. For example, emphasise the procedures you use, the terms of service, and even the kinds of tools you use, especially any ‘state of the art’ equipment.
• It is easy to over promise in the proposal and offer features that cannot be delivered or that the client does not value, therefore increasing costs. Know the needs and match your product/service to the needs.
• Ensure you address all the readers’ needs.
• Do not criticise the opposition’s product or service, but rather stress the benefits of your work.

3.  How we will work with you

In this section, describe how you propose to implement the solution. What is your project management strategy? You need to clearly and concisely present:

• how you plan to implement who will be involved, both on your side and theirs
• when the implementation will occur
• how long implementation will take.

In this section, you would also state any actions the client is responsible for.

4.  Our experience

 Your audience will now be open to hearing about you because you have shown you understand them.

• What other similar types of work have you performed?
•  Who have you delivered this type of work for?
• What benefits does your experience bring to this job?

Do not criticise the opposition as it is highly unprofessional.

5.  Your investment

Present details about the investment your audience needs to make in order to enjoy the benefits of the proposed solution. Avoid using the word ‘cost’ and use ‘fee’ or ‘investment’ instead.

Make your budget accurate, complete and convincing. Give customers more than the bottom line cost. Show the readers exactly what they are getting for their money so they can determine if everything they need is included, or can cut things out if they are not needed. If a cost is considered optional, then say so.

If you anticipate a price increase, let the customer know how long current prices will stay in effect. That information may spur them to act favourably now.

6.  Conclusion

End the proposal with a ‘call to action’. Make sure you clearly state your:

• desire to work with the audience to deliver the benefits outlined in your proposal
• understanding of the next steps.
  

For example, end by stating you will telephone them or arrange a meeting by a specific date to further discuss and obtain approval to progress the proposal.