Proposals that produce results

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(No Transcript)
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Proposals that produce results

• Jonathan Kettleborough
• Corollis
• www.corollis.com

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Question

• Do you think you really know how to write a
  productive proposal?
• Yes or No

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Agenda

• Today we will cover
• background to proposals
• client engagement
• PRIDE model
• proposal processes
• proposal checklist
• conclusions and close

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Todays process
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• 80 of success is showing up
• Woody Allen b. 1935
• film maker

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Background to proposals

• Well be looking at
• why we write proposals
• why do your clients want proposals
• are all proposals good proposals
• what makes a bad proposal
• what makes a good proposal

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Why does your organisation write proposals?
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Why do your clients want proposals?
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Are all your proposals good proposals?
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If not, what makes a bad proposal?
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What makes a good proposal?
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Client engagement

• Well be looking at
• getting to know the client
• whats important to them
• what questions should you ask

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What issues are important to your client?
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Key drivers

• Some of the key drivers for major companies are
• cycle time
• timeshifting
• logistical costs
• reskilling
• speed of delivery
• convenience

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What questions can you ask them?
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Do you think there is an etiquette when asking
questions?
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The persuasion pyramid
x factor empathy emotion creativity logic
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PRIDE model

• The key elements of the PRIDE model are
• purpose
• reader
• image
• details
• enhancers

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Purpose

• The key issues are
• what is the proposal for
• why is it important
• what effect are you trying to achieve
• what is the actual outcome you desire

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Achieving purpose

• Key tips are
• establish common ground
• present the evidence
• trigger cognitive dissonance
• prepare to reap the harvest
• offer a way forward

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Reader

• The key issues here are
• understand
• anticipate
• respond

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Understand, anticipate and respond

• Understand what will
• convince them
• concern them
• encourage them
• make them say no
• Anticipate
• what is the likely resistance
• what are the likely questions
• And then respond accordingly

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Using the right language

• The politeness/clarity graph

more persuasive
politeness
clarity
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Writing for results

• Ideally use the following
• issue a challenge
• summarise problems
• state purpose
• use quotations
• present powerful statistics
• tell a pertinent story
• When closing
• use short summaries
• make brief recommendations
• provide next step descriptions
• provide a statement of commitment

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Image

• The key issues with image are
• style
• tone
• spoilers
• appearance

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Style and tone

• Style
• persuasive use the active voice
• use simple language
• make it readable
• keep it short
• keep it clear
• use lists where appropriate
• edit it thoroughly
• Tone
• positive
• assertive
• challenging
• directing
• polite

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Spoilers and appearance

• Spoilers
• spelling
• weak grammar
• typos
• discriminatory language
• number usage
• Appearance
• layout and spacing
• charts and illustrations
• paper and binding
• front cover

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Showstoppers

• Showstoppers are
• failing to provide the proposal on time
• or in the format required
• or the correct number of proposals
• or sending them to the right people
• or failing to answer the key questions
• or failing to provide the information required
• You may not think the client's requests make
  much sense but ignore them at your peril!!!

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Details

• The key issues with detail are
• facts
• structure
• logic
• simplicity

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Structure

• The key issues with structure are
• explain the structure
• short introductions
• headings
• numbered sections and pages
• previews and overviews
• contents page
• executive summary
• conclusion and summaries
• appendices
• Remember
• tell them what youre going to tell them
• tell them
• tell them what youve told them

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Enhancers

• The key issues with enhancers are
• seek commitment
• use emotional appeal
• take them on a journey
• state the next steps
• added value

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OK so far but is all this effort actually
worth it?
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Proposal considerations

• The key issues with proposals are
• effort involved
• opportunity cost
• speciality area is it yours
• do it yourself, or partner
• cash Vs. profit
• getting noticed Vs. getting the work

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Great in theory, but how do you manage a
good proposal?
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Bid processes

• You should consider
• developing a bid process
• having clear roles
• bid manager
• bid owner
• solution developer
• bid writer
• follow up more etiquette!!

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Bid process
bid or no bid?
are you doing the very best you can?
control and communication
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Conclusions

• The key lessons from this session are
• understand the background to the proposal
• engage with the client
• use the PRIDE model as appropriate
• review using the proposal checklist
• Good luck and may the best proposal win!

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Question

• Having attended this session, do you now feel
• able to write a productive proposal?
• Yes or No

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Contacts

• Key contact details
• w www.corollis.com
• e jonathan_at_corollis.com
• t 01606 892011
• f 01606 892012
• m 07812 163004

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Any questions?

• Before you go
• this session will have hopefully answered some of
  your questions and no doubt raised others.
• with this in mind, is there anything else you
  would like to discuss?

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