How to Write a Winning Business Proposal

Writing a sales proposal is really not that difficultthe pain point when you close with tangible ROI
if you keep these 5 key tips in mind.  A winningand metrics/benefits at the end.
business proposal is one that is concise, and4. Include a Strong Value Proposition for All
focuses on the customer's pain point, valueStakeholders
proposition and ROI.What is the biggest benefit of your product or
Many sales people encounter writer's block whenservice to this customer?  What is your main
they sit down to write a sales proposal.  It reallyadvantage against your competition?  That is
is not that difficult if you keep these 5 key tips inyour value proposition.  Keep it simple, and make
mind.  A winning business proposal is one that issure it is prominent in the executive summary of
concise, and focuses on the customer's pain point,your proposal (your proposal does include an
value proposition and ROI.executive summary, right?).  If you can quantify
The pace of business is changing in today’sit (eg, with some ROI messaging) then do so. 
global marketplace. With that the sales proposalThe more hard benefits you can articulate in the
becomes ever more important.  A strongbeginning of the proposal, the more likely your
business proposal can shorten the sales cycle andcustomer will keep reading. 
increase the perceived value of your service orYour value proposition must clearly differentiate
product to the customer (and therefore increaseyour product or service from your competition,
your price).  The key thing to remember is towhether they have a similar business model to
keep it focused.  If you take too long getting toyou or not.  Sometimes the customer may have
the customer’s pain points and your valuedifferent types of solutions that could solve the
proposition to them, you may find your clientsame pain point.  Each requires a different value
making a buying decision with your competitorproposition for you to show your product as the
before you even have put the proposal in frontbest choice.
of them!Finally, make sure you have a value proposition
A winning business proposal should focus on fiveclearly articulated in that executive summary that
key elements:speaks to each stakeholder in the purchase
1. Timeliness!decision.  Make a list of the stakeholders within
In many services arenas sales cycles arethe client company, and put yourself in each one
shortening as business moves to a moreof their shoes in turn.  Read the sales proposal
services-oriented, subscription-based model (forwith them in mind.  Have you included a benefit
example, in the software industry as it movesstatement that speaks directly to them?
toward a Software-as-a-Service or SaaS5.  Reinforce your Value Proposition with ROI and
model).  It used to take 6-12 months or longerClient Examples
to sell software into an enterprise environment. So you've included a strong value proposition and
Now business customers can make a softwarebenefits to each of your stakeholders in the
service buying decision in less than three monthsexecutive summary of the business proposal. 
(often much less).  You need to be able to veryGood!  That means they will keep reading.
quickly identify enough requirements and clientBut that is not enough for them to take the next
customization needed to put that proposalstep and buy.  Your proposal must clearly
together as quickly as possible. identify how each benefit is going to be achieved
2. Price your Product or Service Correctlyby your product or service, and how you will
If you're trying to sell the customer on aquantify or measure the outcome (metrics!).
million-dollar perpetual server software license, andHopefully you can communicate a strong and
what they're looking for is a hosted web serviceconvincing ROI, taking into account both hard ($)
with a low monthly subscription fee on a per-userand soft benefits.  A strong ROI methodology is
basis... you're going to lose the deal, no mattercritical to your sales proposal's success.  Unless,
how well your proposal is written.  Make sureof course, you have such a stunning value
you're on the same page as your customer onproposition that customers are willing to pay for it
the type of service they need to meet theirregardless.  And you should include customer
requirements, and price/position your offeringexamples or case studies that reinforce your
accordingly.  You may want to provide a menuvalue proposition and ROI message also.  Even
of separately-priced services, perhaps on abetter if you can include some client references
subscription basis, rather than a more traditionalthat your customer can speak to directly if they
all-in-one option.wish to.
3.  Speak to Your Customer's Pain PointIf you keep these five points in mind, you will be
Your business proposal must answer a questionable to write a winning business proposal for your
or address a concern that is top of yourproduct or service.  Without explicitly focusing on
customer's mind.  Otherwise it will just gatherthese five areas it is easy to waste your time
dust on their "things I should read when I haveputting together proposals that don't get read. 
time" pile (we all have them, don't we?).  Pick aAlways stand in your customer's shoes, and lead
pain point (if possible, put it in your customer'sthem through the proposal thought process from
own words) and specifically address how yourbeginning (their needs/pain, and value proposition)
product or service will solve their problem.  Tie itto end (tangible ROI and results).
into your value proposition below.  Come back to