How To Write Better Proposals
- 1. H O W T O W R I T E B E T T E R P R O P O S A L S J O N AT H A N S TA R K V i d e o : h t t p s : / / w w w. c ro w d c a s t . i o / e / h o w - t o - w r i t e - b e t t e r- p ro p o s a l s M a i n w e b s i t e : h t t p s : / / j o n a t h a n s t a r k . c o m
- 2. W H AT I S T H I S A B O U T A N D W H Y S H O U L D I C A R E ? • Would you like to decrease the amount of effort it takes to write project proposals? • Would you like to increase your close rate for your project proposals? • Would you like to maximize your project fees without impacting your close rate?
- 3. T O D AY ’ S A G E N D A 1. Anatomy of a Project Proposal 2. Conducting a Sales Interview 3. Setting Your Project Prices
- 4. A N AT O M Y O F A P R O J E C T P R O P O S A L
- 5. P R O P O S A L S E C T I O N S 1. Cover Letter 2. Situation Appraisal 3. Project Options 4. Risks & Assumptions 5. Why Me? 6. Payment & Terms
- 6. M O S T I M P O R TA N T S E C T I O N S 1. Cover Letter 2. Situation Appraisal 3. Project Options 4. Risks & Assumptions 5. Why Me? 6. Payment & Terms
- 7. S I T U AT I O N A P P R A I S A L • Current situation • Desired future state • Perceived contribution
- 8. P R O J E C T O P T I O N S • Three options • Incremental, not ala carte • Benefits focused
- 9. PAY M E N T & T E R M S • Fixed prices • 100% up-front • Expiration date
- 10. Q U E S T I O N S ?
- 11. C O N D U C T I N G A S A L E S I N T E R V I E W
- 12. G E N E R A L C O N S I D E R AT I O N S • It's an interview, not a pitch • Try to talk them out of hiring you • Determine what the success metric is
- 13. I T ' S A N I N T E R V I E W, N O T A P I T C H • Be genuinely willing to walk away • Keep the client talking 80-90% of the time • Never try to persuade or convince
- 14. T RY T O TA L K T H E M O U T O F I T • Why this? • Why now? • Why me?
- 15. D E T E R M I N E W H AT T H E S U C C E S S M E T R I C I S • What does a home run look like here? • What would be a disasterous outcome? • What will the primary stakeholder use to judge the success or failure?
- 16. Q U E S T I O N S ?
- 17. S E T T I N G Y O U R P R O J E C T P R I C E S
- 18. G E N E R A L C O N S I D E R AT I O N S • Scope last • Pricing curves • Justifying your prices
- 19. S C O P E L A S T • Start with value • Pick some prices • Define your scope
- 20. P R I C I N G C U R V E S • Might As Well • Goldilocks • Custom
- 21. J U S T I F Y I N G Y O U R P R I C E S • "How did you calculate these prices?" • "How many hours do you think this will take?" • "You're twice as expensive as anyone else! Why should we go with you?"
- 22. Q U E S T I O N S ?