Many companies use almost the same proposal format and content for every opportunity. This approach makes making mistakes very easy, such as including irrelevant information. Mistakes aside, personalizing content instead of boilerplate achieves better results. Here are some common errors and fixes.
1. The requested information is missing.
One of my clients responded to an RFP requesting customer references. The client assumed that their customers were common knowledge and there was no need to list them. This is a mistake that could lose them the contract.
If many companies are responding and you leave out a single section or need to answer a question fully, they may use this to narrow the field.
The Fix
Often companies use a template, submit the same information for each opportunity, and ignore any nuances in the RFP.
Start every proposal from scratch with no content. There will likely be a section that details the exact information the prospect wants. Copy that into your blank document to guide the structure of your proposal. Then begin filling out each section with your content. This will ensure you get all the key points, making it easier for them to evaluate, which only works in your favor.
2. Writing About You Instead of the Potential Customer.
Most companies focus on listing their qualifications and letting the Customer make the connection for why their company is the best one to fulfill the project. Instead, clarify why they should choose you over the competition, which means discussing their needs.
To fix this, always follow up a statement with a benefit. Don’t say, “We have twenty years in the industry.” Say, “With twenty years of experience in this industry, we’ve seen the most common challenges and developed solutions. We can create a risk mitigation plan specific to this project and meet your budget and deadline”. Now the Customer knows precisely why this is important, and they’ll look for a similar benefit in other proposals to compare.
Another common way bidders forget to address their audience is by using jargon unfamiliar to the reader. This is especially challenging for technical projects. When you use unfamiliar terminology, you risk the evaluators misinterpreting your proposal or even finding the language off-putting (no one wants to feel dumb for not knowing a term).
The Fix
Use the language of the person(s) evaluating it and ensure that the person making the final decision understands all the jargon you use. You can always spell out an acronym the first time you use it, especially if it’s industry-specific. You don’t have to do this for things that are common knowledge (e.g., URL, Wi-Fi, etc.), but if it’s something that a friend in a different industry would need to learn, you should explain it. Take the same approach when you discuss features, processes, and scope. Unless the Customer is in your industry, they might not know what those terms mean, and you want to be as clear as possible.
3. Can’t Skim
Avoid submitting a text-heavy document that’s difficult to scan. Most people will read the executive summary or cover letter and skim the rest until they narrow their options. Detail your process, but make it easy to read for the evaluator, or the readers might miss out on crucial points.
The Fix
Use headings to break up the text (bonus points if they clearly describe a benefit). You can do this by taking a quote from your proposal of a critical point, enlarging the text, and having the text wrap around it. You should also include graphics, especially for processes, and use callouts. It would help to have at least one picture or callout per page.
4. Including unnecessary information
Focus on how your company will benefit the Customer. Most bidders want to include as much information as possible. Resist that. For example, only have some office locations in a section describing your team. Include a link where the Customer can find the complete list.
The Fix
Include only the content needed to tell your story. This shows the Customer what’s important to them and allows them to read more. If you have information that you would like to include but it might disrupt the flow, include it in the Appendix and reference it in that section. For instance, with the location example, you could say, “Our project team is in Melbourne, Australia office, but we can support you globally. Check out our global presence in the Appendix.
5. Lack of Story
Instead of simply answering the questions, you should create a cohesive narrative that spans each section and summarize it in the cover letter or executive summary. Yes, you should be able to provide the content the client asks for, but you can still create a story from your responses.
The Fix
Before writing the response, list 1-3 key themes you want to convey in your proposal. These themes are benefits that the Customer will receive if they choose you over the competition. Outline how these themes apply to each section of the required content.
Ask yourself, “how can I tie these themes together to show a story that makes the Customer not just want to work with you but worried about not working with you?” Once you have this type of story in your proposal, your win rates will increase.
I would love to hear about your experiences! Please share your stories at satishmehtausa@gmail.com. Please forward it to those who could benefit from my newsletter. They can subscribe to it here or by clicking on the link below.
Thank you,
Satish Mehta
Author, Speaker, Coach
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