How to Write a Winning Proposal ARCH 432
Types of Proposals Major job proposals in response to RFP Design/build proposals Standard work proposals Service proposals Proposals from your subcontractors
Goals Write a proposal that creates a profitable environment for both sides (expectations) Write a proposal that separates you from your competitors (brand) Write a proposal that paints the same picture for everyone (risk management)
Know the Audience Who is your client? What are their expectations? What are their fears? How can you neutralize or overcome their objections?
Know the Audience How sophisticated are they? Have they done this before? Do you have common relationships that you can use to your advantage? Is someone else their preferred provider?
Why Focus on Expectations? ‘ Corporate Culture and Performance’ by John Kotter and James Heskett (2005) Revealed that businesses that focus obsessively on meeting the needs of customers: Revenues increase 4 times faster Job creation is 7 times faster Owner equity grows 12 times faster Profit performance is 750 % higher
Managing Client Expectations Presentation is a key Positive first impression Opportunity to separate your firm from others (brand)
Branding How do you separate yourselves from your competition?
Managing Client Expectations Clarity and simplicity are keys to success Make it visual Make sure you meet all of the requirements If they give you guidance, deviate only with a purpose Keep a consistent format
Managing Client Expectations Great attention to detail Be a partner in the process of perfecting the scope of work –Focus on client How do you know you met the client’s expectations? –Quantifying results –Compare to something they know
Killers to Avoid Grammar errors –Reading the proposal Inconsistencies between sections A “cut and paste” feel
Killers to Avoid Write to the audience –Recognize that they don’t have a technical background –Acronyms (ASHRAE, ANSI, etc.) –Technical terms (tons of cooling, for example)
Conclusion Focus on Owner expectations