10 Rules for Writing a Winning Proposal

If you're going to cut big deals, you're probably going to write some proposals. A while back, I had a conversation with Tom Sant, probably world's top expert in helping sales teams to write better proposals. Here are ten of his top rules for writing a winning proposal:

• RULE #1. Write the proposal as a sales document. Don't fall into the trap of making it an information sheet. Instead, define the problem/opportunity and present a workable solution/plan.
• RULE #2. Make sure the customer knows you. Your proposal will go straight to the circular file cabinet unless you've established yourself with the decision-maker as a credible provider.
• RULE #3. Focus the executive summary on reasons to buy. Don't just summarize the proposal contents. Instead. summarize the basic issues and the reasons the customer should buy.
• RULE #4. Keep the executive summary short. Here's the rule of thumb: a single page executive summary for any proposal less than 50 page, with half-a-page added for every additional 25 pages.
• RULE #5. Hit everyone's hot buttons. The proposal must address the concerns of different decision-makers. For instance, engineers want technology; accountants want ROI.
• RULE #6. Focus on the customer, not your product. Nobody is interested in the history of your firm or your product. Make the proposal about how you'll solve the customer's problems.
• RULE #7. Thoroughly edit the boilerplate. If you cut and paste from an earlier proposal, there may be references to a previous customer â€" probably a competitor of this customer. Ouchies.
• RULE #8. Follow the customer's outline. If the customer gave you a template (even one that's weird or awkward) use it. If you don't, they'll assume you can't follow simple instructions.
• RULE #9. Don't discuss costs in the executive summary. Emphasize increased productivity or reduced operating costs rather than how much money you want them to spend.
• RULE #10. Edit out the meaningless jargon. Biz-blab words that have no meaning detract from whatever value your proposal offers. Edit them out. Mercilessly.

Note: This is a rewrite of post from early 2007. I was never entirely happy with the original, and thought it deserved another treatment.