Eureka! You've finally come up with that winning idea you know is gonna work. But it's a beast of a thing and you don't know how to begin implementing it.
It's like devouring a whale — one bite at a time. Or we could be more elegant about it and go with philosopher and writer Lao Tzu:
A journey of a thousand miles begins with a single step.
That single step (or first bite) can be applied to anything — from climbing a mountain to creating a knockout project proposal. And speaking of proposals:
The inability to make a good one will cause us to forfeit our golden-ticket-chance to impress clients and show them how they've made a good choice picking our business for the job. Poorly made proposals also dull our competitive edge against other agencies.
Whether we've just opened shop or are growing from an already established clientele, we need to understand how to create awesome proposals. They're our chance to shine, win projects, and elevate our digital agency's success.
Before we get into anything else, let's define a project proposal.
What Is a Project Proposal?
According to the Project Management Institute (PMI), a project proposal is a document that converts an idea into a potential project. It outlines the expected outputs, stakeholders, reasons for its importance, and estimated time and costs to complete. Creating a project proposal is like writing a plan to get the plan. It secures approval, authority to allocate resources, and set project up for success from the start.
A proposal differs from a business case and project charter in terms of its role in the project timeline. The project proposal is often approved first during the initiation phase, while the other documents are created in the planning phase.
Types of proposals
We may encounter different types of proposals when crafting one.
- Unsolicited proposals: A proposal that hasn't been requested. You make it then pitch it to prospective clients.
- Solicited proposals: When a client specifically requests a proposal.
- Internal proposals: Proposals where an employee is looking to get buy-in to enact a change in the organization, like a process improvement or a new initiative.
- Business proposals: These proposals outline organizational changes like new partnerships, expansion ventures, or even selling a company.
- Grant proposals: A grant proposal is sent to grant-giving bodies like the government or a specific foundation to acquire funding.
The role of proposals in securing new clients and projects
A good proposal demonstrates we are working not for what we can get from them but for what they can earn from our help:
- It shows that the project's objectives are aligned with the company's organizational goals.
- A well-researched project proposal shows our dedication and commitment to working with new clients.
- It establishes trust and goals from the first meeting.
- Sets a positive tone and shows our professionalism whether or not our proposal will be chosen or approved.
Plus, proposals give us a chance to explain why the client should work with us and what unique benefits they can gain.
Who Is Our Audience?
Now that we know what a compelling proposal does for new clients, we need to understand their needs and pain points. We must identify our key players, what they require, and their preferences.
By tailoring our proposal to address specific client concerns, we can provide them with the information they need in a concise format. An organized, persuasive project proposal makes it easier for clients and stakeholders to make informed decisions, helping them see why our agency is the best choice.
Key Components of a Successful Proposal
A project proposal outline may differ in format depending on the goals, objectives, and usage. Typically, proposal writing includes the following aspects:
Introduction
By hooking our audience with a captivating and exciting introduction that highlights the value and impact of our proposal, clients are engaged immediately, on the edge of their seats to know more.
Executive summary
The executive summary should be the script for elevator pitches. Short and compact enough to include the highlighted project details.
Project scope
This section establishes what's included in the project and its boundaries, limits, and exclusions. Setting the project scope prevents scope creep during implementation.
Deliverables and methodology
This component describes the particular outputs that the project will accomplish using well-defined success criteria. Deliverables are often specified in terms of what milestone they're in and how they'll be done.
Timeline and milestones
This section of the proposal includes the schedule, deadlines, and breakdown of milestones.
Budget and pricing
The budget and pricing section elaborates on all the project costs and resources needed for the duration. It also details funding estimates and their allocation.
Appendices, terms, and conditions
This portion includes all other relevant information, including charts and graphs, subscriptions and contracts, references, and other project-related documentation. It also includes project management software and other tools that will be used throughout the project.
How Do We Structure Our Proposal?
Crafting an entire proposal might seem daunting, but breaking it down into manageable steps makes it a breeze. Here's our step-by-step guide to drafting a proposal:
1. Define the client's problem
First, identify the client's problem we're solving and list relevant background information, which helps the client understand our perspective. Answer questions highlighting previous solutions, steps to address the current issue, and the facts and figures to showcase our research. Sharing our POV of why the client's problem is worth solving also contributes to their understanding of how we'll be using their resources.
By defining what needs to be improved, we reveal the positive impact of solving this problem for our client. We show how their problem aligns with our agency's expertise, making us the right one for the job.
2. Present a solution
We don't stop at just describing the severity of the issue at hand to the clients. No, we include this winner of a section.
It's the moment of truth — the spotlight is on, and the stage has been set for you to demonstrate your expertise on a solution too good for the client to resist.
Discuss the unique features of our solution and why it will work compared to other proposed solutions. Presenting an attainable and measurable answer to their problem includes noting the additional benefits our proposed solution brings on a larger scale beyond solving their current pressing concerns.
3. Identify objectives and deliverables
Using SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals leads to clear and attainable objectives, which paves the way to setting a set of well-defined deliverables that the client can expect from the project. How do we do it? By defining the success criteria to measure the project's effectiveness and offering a REALISTIC target date for achieving the solution.
4. Establish a plan of action
After showcasing our solution, we need to establish a plan of action that describes the process and technique to be used from start to finish. Detail how we'll move from point A to point B. Ensure that our plan provides a logical and systematic route that mitigates the highest number of risks through solid strategies.
5. List required resources and qualifications
The next step is to specify the human resources, budget, technology, etc. necessary to execute the project. This step also highlights the expertise our team members need for their roles. This section of the proposal shows we have a committed, capable team ready to tackle tasks for which they are accountable.
6. Finish with a review and strong executive summary
As with any masterpiece, polishing our proposal is the final step to make it stand out. We proofread it, then double-check if our proposal creates a strong rundown of what we offer with a solid executive summary that emphasizes the key points compellingly.
What Makes Our Proposal Stand Out?
Okay, so now that we have our content in place, how do we make sure our clients notice our proposal?
Making a lasting impression with a well-thought-out project proposal helps us win our client's trust and the job. Let's take a look at these tips for that eye-catching proposal:
Incorporate unique selling points and value propositions
Discuss the positive impact the proposed project can bring to the client. Elaborate on the proposed solution to improve their current situation, whether to answer a need, allow expansion, or solve a pressing problem. Present substantial evidence or data on the proposal's long-term value and potential return on investment to convince the client.
Set transparent expectations
This assures us that we are on the same page as the client and clarifies unfamiliar areas and the scope given earlier. It also gives them time to ask questions if they have any concerns regarding the project proposal.
Project management knowledge and integration
This isn't only a hard skill that shows our expertise in project planning but also in applying information collected to execute the project efficiently. It should also include how we integrate leading the team and working as part of the team.
Use visuals and data to support our claims
We must do our research and tell a story using detailed charts, accurate figures, and reliable estimates. Remember to keep it direct and simple, including only relevant facts that justify the project's purpose, KPIs, and specific tools to aid in meeting the success criteria.
Master the art of presentation
Lastly, prepare to deliver the project proposal. Having technical knowledge and negotiation powers are great hard and soft skills. Still, without rehearsing the contents of our project proposal, managing proper body movement, and visualizing the best positive outcome, we cannot share our vision in an anxiety-free presentation.
Best Practices: Writing Tips for an Effective Proposal
Here are some of the best practices for getting the project stakeholders' buy-in:
Clarity and usage of concise language
Formal papers are sometimes confusing and lengthy. Client-facing documents like our project proposal need to be straightforward and clear with concise language to better convey our message to the client.
We may have a hard time including and sorting out our facts and numerical data. Instead of just giving a rough projection of the total project budget, it makes more sense to itemize the expenses so we can justify where the client's resources will be going. It also helps to categorize the text into headings and subheadings, making it easier for the reader to navigate the proposal instead of being overwhelmed by large blocks of text.
Avoiding jargon and over-complication
Using jargon and technical terms defeats the purpose of communicating with transparency. While it can be tempting to use highfalutin words to showcase our know-how and expertise, this is unnecessary. Using simple terms that all stakeholders in the room can easily understand prevents confusion.
Prioritize proofreading and editing
Read your proposal twice, thrice, and even four times! Preferably, get someone else to proofread it for you, as it's difficult to spot our own mistakes.
Seek feedback from someone knowledgeable and ask them to review the document and give constructive criticism on the work. This will give you a good idea of the proposal's persuasiveness, effectivity, and validity, ensuring we have crafted a winning one!
How to Handle Common Proposal Challenges
Sometimes, potential clients will be skeptical about our proposals (even if we know it's a 10/10 in content and delivery). The key is not to overstep the presentation and handle challenges calmly and confidently. Let's take a look at some of the roadblocks we might encounter.
Properly addressing client objections and concerns
Conducting a stakeholder analysis and setting up a power grid gives us an idea of the people or groups that we need to engage regularly, who have the highest influence and interest in the project, and who we need to inform at a minimum. That way, we know how to address the person we're talking to, how to handle their concerns, and if they have the most influence to sway the group's approval on decisions.
When addressing questions or doubts, we must understand the client's decision-making persona.
Do they like the information being handed to them directly? Can they digest everything in one go? Do they like visuals and representations? Is our presentation too mainstream for them? If our processes or proposed outcomes don't match the client's preferences, we may have missed our opportunity to tip the scale in our favor.
Strategies for competitive bidding situations
Because a proposal is not just a one-page document, keeping our proposal libraries updated is a must. This way, we don't waste time sifting through documents today and digging through files tomorrow.
We don't have to bid on every project. Focus, organization, and selectiveness allows us to respond quickly and effectively when opportunities arise, giving us a greater competitive edge.
Wrapping Up: How to Write a Proposal That Wins
Let's recap:
- A project proposal is a formal document that helps us secure more jobs and please our clients. It outlines the project scope, methodology, timeline, budget, and expected outcome after completion.
- It is the best time to prove that our agency is fit for the job and discuss the unique benefits our solutions can bring to the client.
- By understanding the client, we can tailor our proposal to address their concerns and help them make informed decisions.
- A project proposal should define the client's problem, present a solution, identify objectives, give a plan of action, and discuss the resources necessary to complete the project.
- Our proposal can incorporate value propositions, integrate project management knowledge, and use a powerful executive summary with pertinent facts and visuals to set transparent expectations from our client and stand out from competitors.
- Make the proposal concise, clear, comprehensive, and free of errors.
Focusing on projects that make us shine impresses potential clients and maximizes our agency's success. Remember to set SMART objectives, present a realistic and impactful presentation, and keep your proposal library extensive and updated to keep acing those proposals and winning projects in the shortest possible time!
Ready to start crafting winning proposals? Our FREE GUIDE on Sales Process Hacks provides further resources to help digital agencies grow and thrive. Contact us today to learn more.
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