Domain 4: Proposal Approach
Posted by Communications2 on Oct. 12, 2021 / Member Resource / Subscribe 0
PROPOSALS: Tackling the Approach
Written by Stephanie Ray, Sunrise Engineering
If you’ve done more than two proposals, you probably noticed that RFPs generally ask for the same kinds of information: company overview, resumes, project descriptions, and, of course, the project approach. In any proposal, the approach section is likely the most important. It is where you get to tell the client exactly what you will do to make their project a success. It is where you get to shine and show what you know about the client and their issues and what unique solutions you bring to the table. Because this section is so important, it is critical to get started early—ideally before the RFP comes out. I know how challenging this can be, especially when you are a marketer trying to convince an engineer or architect to get a head start on things. But to write a successful strategic approach, you must research and brainstorm and then brainstorm some more. The writing is the easy part! And an early start enables you to make your message perfect.
The following tips provide a road map for tackling this critical part of the proposal. If you are the proposal coordinator, use these tips to guide your technical staff through the process and achieve success. If you are the technical team member charged with the writing, here is your simplified checklist.
Get Down to the Details
As soon as you hear about the project, the proposed project manager should meet with the client to determine what is driving the project, what the challenges are, and what is most important to them. Bring that info back to the office and meet with your proposal team to pick it apart and develop your ISBPs (issues, solutions, benefits, proofs).
Identify the top three or four issues and dig in on how to solve them. Throw all your ideas out there, even if they seem dumb. You never know what will end up being your silver bullet.
Once you have brainstormed all your ideas, sort through them and look for those with the biggest benefit to your client. Which of these can only you deliver? These are your differentiator. It is also essential to provide proof that this solution works and will provide the intended benefits. Where have you done it before?
Tell the Story
If you’ve finished all the pre-work, then when it comes time to sit down and write the approach, the hard part is over! Now tell the story of their project and how you’ll help make it successful. Rely on your ISBPs to outline the unique solutions you’ve come up with to make their project a success.
Explain how those solutions will benefit the client and weave in examples of how you’ve done it in the past. Make the story about them with you as the supporting character.
When you’re done, you won’t have just another generic project approach that is a regurgitation of the RFP. You will have a strategic project approach that is tailored to the client and their project. And it will tell them why you are the best consultant to help them achieve their desired outcome.
Stephanie Ray
Stephanie Ray is the Corporate Director of Marketing for Sunrise Engineering. She has worked in the AEC industry for over 24 years, 20 of which have been in marketing. Stephanie is a past president of SMPS Utah and currently serves on the communications committee.
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