Everyone loves a list. In the consultancy business, a proposal is more than just an offer for services. It's a testament to your expertise, a demonstration of your understanding of the client's needs, and a promise of the value you can deliver. Based on the team's decades of experience, here's our top 10 tips to create compelling proposals.

1. Show you get why

Before writing, ensure you've had in-depth discussions with the client to fully understand their pain points, goals, and vision. This initial research is critical because a proposal is not just about what you can offer, but how it specifically addresses the client's needs.

2. Land the big idea

Begin with a brief overview that encapsulates your understanding of the client's challenges, the solutions you're proposing, and the outcomes they can expect. This helps set the stage and gives context to the details that follow.

3. Don't be vague about scope

Break down the services you'll be offering into clear, actionable items. For each item:

• Describe the activity or deliverable.

• Explain its purpose or benefit.

• Estimate the time and resources it will require.

This section should also state what is not included in the proposal to avoid scope creep later.

4. Say what will happen by when

Detail a realistic timeline for the project, showcasing milestones, key activities, and deliverables. This not only sets client expectations but also illustrates your planning skills.

5. Yes, talk about price

Your pricing should be transparent and justified. For each service or deliverable, provide:

• The cost.

• A brief rationale for the cost (e.g., the complexity of the task, resources required, etc.)

Offering tiered pricing or package options can also give the client flexibility in choosing what best fits their budget.

6. Reframe price as value

Clients don't just buy services; they buy results. Highlight case studies, past success stories, or testimonials that showcase the outcomes of your work. Align these examples with the client's industry or challenge whenever possible.

7. Address reasons to say no

Think about any hesitations the client might have and address them pre-emptively. This could be related to implementation challenges, change management, or any potential risks and how you plan to mitigate them.

8. Suggest the next steps

Don't leave your client wondering, "What happens after I sign?" Clearly outline the immediate next steps, whether that's an initial meeting, a deep-dive analysis, or the project's kick-off.

9. Keep it neat and tidy. Just like you.

A proposal is also a reflection of your professionalism. Ensure it's free from typos and grammatical errors. Use consistent fonts, colours, and headings. If possible, brand your proposal with your logo and company colours.

10. Be a human, too

Conclude with a personalized note expressing your excitement about the potential collaboration and the value you foresee bringing to the client. Remember, business is always about relationships, so fostering a personal connection is key.

11. Bonus #11: Lest we forget

After sending your proposal, set a time to discuss any questions or clarifications. This not only demonstrates your commitment but also gives you an opportunity to address any reservations the client might have.

Ready to pitch?

A great proposal is a balance between showcasing your expertise and genuinely addressing the client's needs. Tailor each proposal to the specific client and situation, and always remember that the main objective is to build trust and lay the foundation for a successful, long-term partnership - not just sell something on the day!