Domain 4: Proposals
Posted by Communications2 on Oct. 10, 2024 / Member Resource / Subscribe 0
Master the Proposal Content!
Written by Kellie Goddard, CPSM | SMPS Utah Chapter Treasurer 2022–2025
Director of Business Development, Communications and Public Relations, Hansen, Allen & Luce
Responding to requests for proposals (RFPs) requires creativity and the ability to present your firm in the best light to your client. It is imperative to include everything that the client is requesting and persuade the client to choose your firm. After everything that has been done to preposition your firm to perform the work, your proposal is needed to secure the win.
My career in the A/E/C business development, marketing, and communications arena spans more than two decades. You might say that I have learned a thing or two that has led to writing winning proposals. Allow me to share a proven proposal writing process, a few lessons learned along the way, and some great resources!
First, when it comes to writing your proposal, focus on client-centered content. Find out what the client is looking for, identify the project objectives, goals, and concerns. The majority of your proposal should address the needs of your client and tie in with your firm’s expertise, experience, and qualifications to fulfill those needs.
Second, hold proposal strategy sessions with the capture manager and proposed project manager. Together you can discover what will make the project a success from the client’s point of view. Winning strategies and proofs are developed in these critical meetings, leading to targeted content development.
Third, make a plan. Planning will keep your proposal on-track, address key requirements, stay within the proposal budget, and make the deadline! This plan should include a calendar with clearly defined writing assignments, due dates, and review milestones.
Fourth, create an outline. This is a high-level storyboard of the proposal. Identify the number of pages dedicated for each proposal section. Include the project team members by name and expertise, and firm project experience with client references. Identify space to include your firm’s quality control process and key graphics that help tell the story. Do not forget to map out the firm’s scope of work and approach to meeting your client’s project objectives and schedule.
Fifth, test your content against four critical questions:
- Is the content relevant to the project?
- Does the content reinforce your firms’ competitive advantage?
- Is the content written in terms that the selection committee and client can understand?
- Are the benefits to the client clear?
One key takeaway: Do not let the RFP requirements overwhelm you! With a great process and plan in place you are well on your way to a successful proposal.
As members of SMPS, and the SMPS Utah Chapter we have excellent resources available that will help you level up your business development, marketing and communications game! Aside from the education and programs events held monthly, the online resources are top notch! When it comes to writing winning proposals a few of my favorite resources are below.
- The Markendium Online Learning Center offers professional development that’s aligned with the SMPS Body of Knowledge. The courses reflect the Six Domains of Practice to hone your skills and advance your career in the A/E/C industries.
- Wylie’s Writing Tips. My personal all-time favorite tip: Would your piece be twice as good … if it were half as long?
- Request for Personality by John Burke. “Request for Personality is a refreshing look at how professional services firms win new work. John does a great job of not only looking at the proposal process, but also taking that a step further and giving us a glimpse behind the curtain at what elevates one firm or team above another to ultimately being selected.”
Lastly, with a couple of decades in the A/E/C sphere, what would I tell the younger me just starting out in this career? You are going to make it! Make a plan, make an outline, make the content client-centered! Oh, and take the CPSM—you will be glad you did!
0 Comments