In the competitive world of business development, you need to stand out from the crowd and convince your potential clients that you are the best choice for their needs. How can you do that with your proposal? Here are some innovative ways to differentiate your proposal from competitors and increase your chances of winning the deal.
One of the most common mistakes in proposal writing is focusing too much on the features of your product or service, rather than the value it can bring to your client. Features are the technical aspects of what you offer, such as specifications, functions, or capabilities. Value is the benefit or outcome that your client will get from using your product or service, such as solving a problem, saving money, or improving performance. To differentiate your proposal, you need to show how your features translate into value for your client. For example, instead of saying "Our software has a cloud-based platform that allows you to access your data from anywhere", you can say "Our software enables you to work remotely and securely, reducing your operational costs and increasing your productivity".
Start by asking, does you business actually differentiate itself from its competitors in any way? I know you will have internal branding that tells you why your organisation is different, but, to your customer, does your business look even remotely different to the competition? Differentiation needs to be authentic, it needs to be at the core of what your business does, otherwise you are just working around the edges. Is your business fundamentally different to the competition, are you doing something completely innovative and new? Because, frankly, if you have had to ask how to differentiate your proposal from the competition, its quite unlikely that you have much differentiation!
Having been someone who headed up RFP responses in the past, it is so easy to fall into the trap of feature/functionality inventory and not on value and expected outcome. Remember that your client is looking to your product or service as a tool to deliver a level of value and/or a desired outcome. Leading your proposal with value and expected outcomes is just like showing a great trailer before the movie. Leading with feature/functionality is like showing the movie in hopes they watch the trailer. Bottomline - show your client/prospect what they can expect to experience by you performing your job successfully. That's the "why" of them going with you. The "what" and "how" will come later through feature/functionality inventory.
“If I had asked people what they wanted, they would have said faster horses.” A quote often connected to Henry Ford - however there is no hard evidence he actually said that. But how does this come here? When you present your proposal you must know more about the needs and the needs behind the needs of your customer in advance. Sure, they would have needed faster horses. But why would they need faster horses? E.g. to get faster from point A to point B, right? Also, you may need to find out what extra problems your solution would ease or solve in the meantime. To keep a horse, you would need staff to care for the hores on a daily basis: feed, train, clean them; a car? Maintenance costs can drop significantly. So focus on problem-solving.
A conversation based on a commodity-play will always lose because it'll immediately turn into a race to the bottom, no winners! Coming from the tech world, hardware can easily be commoditized, showing the value of what that allows them to do (saving time for setup because of built in automation, security threats reduced because of built in data parity) are short examples of linking your solution offering to solving a problem that keeps someone up at night, be that solution to them and budget suddenly isn't as big of a hurdle as it once seemed.
By emphasizing the benefits of your product or service, you can create a compelling proposal that resonates with your client. It's all about showing them how your features directly translate into value for their specific needs. Remember to keep it concise, clear, and customer-focused.
Another way to differentiate your proposal is to use storytelling techniques to engage your client and make your proposal memorable. Storytelling is the art of using narratives, emotions, and visuals to convey a message and persuade an audience. You can use storytelling techniques in your proposal to create a connection with your client, illustrate your value proposition, and showcase your success stories. For example, you can start your proposal with a hook that captures your client's attention and curiosity, such as a question, a quote, or a statistic. You can then use a story framework, such as the problem-solution-benefit model, to present your proposal as a solution to your client's problem and the benefits they will gain from it. You can also use testimonials, case studies, or anecdotes to demonstrate your credibility and results.
Great proposals are simple! 1. Articulate and summarize the client requirement. 2. Highlight the core problem. 3. Document what the solution should be as per the client. 4. Propose your solution (Differentiate from client solution, emphasise the value your solution brings to the table subtly) 5. Keep minimal stages, phases, framework, industry jargons (They are tools to hide mediocrity) 6. Include success stories 7. End with great client testimonials 8. Always ask for a meeting for a proposal walkthrough 9. Avoid slide by slide walkthrough 10. Keep the conversation open (signifies customer focus), be flexible (signifies confidence in your capability) and funny (who likes boring meetings?)
Storytelling is a powerful tool. 1. Start with a narrative: This could be a success story of a previous client who faced similar challenges, or a story that illustrates your company's journey and values. 2. Make your client the hero: Show them how your services or products will help them overcome their challenges and achieve their goals. 3. Use descriptive language: Make your story come alive by using vivid, descriptive language. 4. Incorporate facts: Use these to reinforce your story and demonstrate your credibility. 5. End with a strong call to action: This could be scheduling a meeting, signing a contract, or making a purchase. Remember, the goal of storytelling in a business proposal is not just to entertain, but to persuade.
Storytelling is a powerful tool in my proposals. I start by immersing clients in a narrative, painting a vivid picture of their space's potential. Beginning with a compelling question, I guide them through a visual journey, showcasing challenges faced in similar projects and how innovative design solutions transformed those spaces. Personal testimonials and real-life case studies underscore my credibility, making the proposal relatable and trustworthy. By weaving a compelling story, my proposals resonate emotionally, making the envisioned designs not just a service but a transformative experience tailored uniquely for them.
By incorporating storytelling into your proposal, you're not just presenting information; you're inviting your client into a narrative that highlights your unique value and successes. This approach creates a more engaging and memorable experience, making it easier for your client to connect with your proposal on a personal level.
some of the greatest businesses and products came from great storytelling. In today's age at least we have the help of AI, so with the right prompts you can deliver epic steve jobs style stories in your proposals and presentations. One prompt ive used is to get chatgpt to think like steve jobs and pitch me product A the way he would pitch the iphone. the results need a bit of tweaking but its a good quick starting point that gets you 90% ahead of others without spending much time. (you can definitely use a multi-prompt or fine tune it but just so you get the jist)
A third way to differentiate your proposal is to customize your design and format to suit your client's preferences and expectations. Design and format are the visual elements of your proposal, such as the layout, colors, fonts, images, charts, and graphs. They can have a significant impact on how your client perceives your proposal and how easy it is to read and understand. To customize your design and format, you need to do some research on your client's brand identity, culture, and style. You can then use their logo, colors, and fonts to create a consistent and professional look. You can also use images, charts, and graphs to make your proposal more appealing and clear. You can also consider the format of your proposal, such as whether it is a PDF, a PowerPoint, or a web page, and how it fits your client's needs and preferences.
Tailoring the design and format of your proposal to align with your client's brand and preferences not only demonstrates attention to detail but also shows a commitment to meeting their expectations. This personalized touch enhances the overall presentation, making it more visually appealing and increasing the likelihood of a positive response.
By thoroughly researching the client's brand identity and preferences, I incorporate their logo, colors, and fonts into the proposal, ensuring a seamless and professional alignment with their aesthetic. Visual elements like strategically chosen images, charts, and graphs enhance clarity and appeal, making complex concepts more digestible. Moreover, I consider the proposal format, whether it's a polished PDF, an engaging PowerPoint presentation, or an interactive web page, aligning it with the client's preferred mode of interaction. This customization not only showcases my attention to detail but also ensures the proposal resonates with the client on a visual and stylistic level, enhancing their overall experience.
You have to be aware of the audience and people's attention span in an era of tech. I actually think being a non-designer, or a non-marketer is beneficial in the area of differentiation. If every is using red for power and blue for trust (colors have emotional meaning), it's easier to disrupt by being non-conventional. Make your design and format, heavy in visuals, light on words, minimal colors and font differences, and highly spaced out. You want: 1 - the content to speak for itself. Don't add too much that takes away from your content with design. 2 - In all aspects of modern day society, if you can distill your message to the least # of words, you are in the top 1%, as that is still one of the hardest things to do.
A fourth way to differentiate your proposal is to add some extras that go beyond your client's requirements and expectations. Extras are the additional features or services that you can offer to your client to enhance your proposal and increase your value. They can include things like free trials, discounts, guarantees, warranties, or bonuses. To add some extras, you need to think about what your client values and what you can afford to offer. You also need to be strategic and selective, and avoid overloading your proposal with too many extras that might confuse or overwhelm your client. You can use extras as a way to create a sense of urgency, exclusivity, or reciprocity, and to motivate your client to take action.
Going above and beyond by including thoughtful extras in your proposal not only exceeds your client's expectations but also positions your offering as more enticing and valuable. These additional features can serve as a strategic leverage, fostering a sense of urgency or exclusivity that motivates your client to act promptly. However, it's crucial to strike a balance and avoid overwhelming your proposal with too many extras, ensuring clarity and simplicity in your offering.
When crafting a business proposal, make sure your Call To Action (CTA) section is straightforward. Your proposal’s goal is to prompt the reader to take action. Whether it’s asking them to sign up for your newsletter, grab your eBook, or set up a meeting, your CTA should leave no room for confusion. Some tips: – Be direct and don't beat around the bush. Tell them exactly what you want them to do. – Use action verbs like contact, schedule, or subscribe. – Offer a preview. – Create a sense of urgency. – Include clear contact details for easy follow-up.
A fifth way to differentiate your proposal is to follow up with a video that summarizes your main points and reinforces your value proposition. A video is a powerful tool that can help you communicate your proposal in a more personal, dynamic, and persuasive way. It can also help you stand out from the competitors who only send written proposals. To follow up with a video, you need to have a clear and concise script that covers the key aspects of your proposal, such as the problem, the solution, the benefits, and the call to action. You also need to have a professional and friendly tone, a good quality camera and microphone, and a suitable background and lighting. You can then send your video to your client via email, social media, or a dedicated platform, and invite them to ask any questions or provide any feedback.
No matter how well a proposal is written, it can't close the personal distance between the vendor and the customer. Videos make any document feel more personal because the viewer can see the vendor's personality, the bid team, and maybe even how the product or service actually works. Also, most vendors aren't including videos yet because they're time consuming and possibly expensive. So even a simple video can go a long way in impressing a customer just because it's unlikely most vendors are relying on video in their proposals.
My tip: Don't just send the pricing and leave the client with doubts. Is the pricing offer ready? Don't just drop an email. Schedule a video or, if possible, an in-person meeting to present and explain the structure and benefits. Also, ask for feedback. Being face-to-face helps gauge emotions and address concerns immediately. Sending an offer via email without a meeting may lead to being ghosted.
Sending a follow-up video not only adds a personal touch to your proposal but also leverages the visual and dynamic aspects of communication. This approach sets you apart from competitors relying solely on written proposals, offering a more engaging and memorable experience for your client. Crafting a clear and concise script, maintaining professionalism, and ensuring good audio-visual quality will enhance the impact of your video follow-up, creating an opportunity for your client to connect with your proposal on a deeper level.
Answering the 'exam question' with your proposal will only get you so far. Of course, you must demonstrate how your solution meets the needs the client has stated in their brief. But that's the 'what'. To differentiate your response you should first ask 'why?' Why does the client need the services you offer? Asking why - when reading the brief, or better when discussing the brief with the client - helps you understand what's happening in the client's business. Are they losing share to a new wave of competitors? Is their department or function under pressure to deliver savings? Asking why enables you to answer the brief in the specific context of the client's business and makes your proof points land that much more directly.
People are buying from people and emotions play a significant role in purchasing decisions. Arranging in-person meeting during negotiations are very important, so I would recommend to invest time and money for face-to-face discussion. Trust is a currency.
- Focus on capture management - what intelligence can you gather and what relationships can you build far before you submit your proposal? - To differentiate from the competition, you need to know who the competitors are - this is often overlooked and should be part of a go/no decision.