WHY WRITE PROPOSALS
Today's business people expect well thought through proposals that present sound ideas and programs that help marketers sell products and build market position, presented in a way that is regarded as customized and consistent with business planning.
Business Proposals
Communicate as an AUTHORITY
Sell the idea....not the evidence!
Each year it is important to go to each of your Target Accounts with
a business proposition. A business proposition is simply a proposal
to do business. Good business propositions offer win-win relationships and are logical. Your marketing department collects examples of major proposals that have been made to your clients. These major proposals can be reviewed by you to help you generate ideas.
Proposals add importance to an IDEA’s value and show that you are a focused thinker.
Proposals demonstrate your conclusions based on your knowledge of your market.
Proposals allow people at your client and the support team to lift facts and ideas.
Proposals give all parties a chance to agree up front.
PREPARATION. ACHIEVE RECOGNITION AS AN AUTHORITY
By "Authority" we mean the collection of every bit of facts, knowledge, digesting it, and ultimately being able to interpret and communicate that information, knowledge, and insights in such a way that it creates value for those who can benefit. Authorities are able to show that their position has created value for others who have acted on their recommendations and ability to identify trends.
Being recognized as an AUTHORITY requires research and insight.
You need to know where to look for direct information and facts.
You need to know where to look for indirect information and facts.
You need to know what things indirectly impact a possible outcome or trend.
You need to meet with people who are leaders and other authorities in the area to ask questions.
Why is it important?
People would rather do business with someone who knows what they are talking about and have vested themselves in a topic.
Authority is always respected when it is real and obvious.
Authority can open doors.
HOW TO STRUCTURE A PROPOSAL AS AN AUTHORITY
Designed to unlock the SECRETS that SELL THE IDEAS, NOT THE EVIDENCE
FOLLOW THIS ORDER
START WITH A COVER FOR YOUR PROPOSAL
Restate the client’s OBJECTIVE or OPPORTUNITY.
Gives you the right to go forward.
Clearly and concisely define the clients opportunities, problems, challenges,etc.
Be as specific and quantitative as possible.
Use information from a Customer Need Analysis.
Use information learned from calls on the customers' customer and trade involvement.
Should be specific enough not to be presentable to any other client
Detail the FACTS, ASSUMPTIONS, SITUATION from NEEDS ANALYSIS
Assumptions that client will accept.
Include the NOW factor.
In every business there is something happening NOW that makes it vital to take action NOW. Making a decision about the NOW factor is usually time sensitive. Taking an action NOW will produce a positive result. Delaying usually produces a negative result.
Look ahead. What is changing. Understand change. Welcome change. Be inspired by change. Be relevant. Be competitive.
Ask questions. Ask why three times.
• First: You get information.
• Second: You get knowledge.
• Third: You get understanding and insight.
Present your IDEA
Try to create a theme. It will usually jump out at you as a result of the information you have collected.
What exactly do you want the client to do and how much will it cost?
Create a custom plan complemented by market research, merchandising, and a mix of other tools which can help the client achieve their objectives.
Make your proposal multi-component.
Sample strategies for proposals.
A Creative suggestion or creative execution (Speculative layout).
High impact suggestion.
Mixed merchandising suggestion.
Size/Shape/Position suggestion theme.
Other corporate resources that are available.
Content relevance environment applications.
Show the BENEFITS of your IDEA to the customer.
As a result of….
Your GET….
Link the benefits to the client’s objectives or opportunities.
You can expect to achieve the kind of environment where your programs can succeed.
Savings for the client.
The economies of scale.
Show that the BENEFITS of your IDEA might be good for the CUSTOMER’S CUSTOMER too.
Show at least three different forms of EVIDENCE that your IDEA could be expected to produce the BENEFITS that you have outlined.
Facts
Testimonial
Analogy
Articles
Field Market Work
Judgment of an Expert
Market research
Financial analysis and Financial projections
Show how YOU and your company can help your client and that YOU and your product or service are ESSENTIAL to the success of the IDEA.
No other company can make these statements.
No other company should be able to make this same proposal.
No other person should be able to deliver the benefits.
SUMMARIZE the client’s objective or opportunity, your idea, and the benefits the client can expect if they agree to your proposal.
Detail the ACTION STEPS to be taken to implement the plan.
The more detail you can anticipate and include, the more confidence the customer will have that you can deliver what you promised.
Ask for written agreement or signed contract.