The word above is “re-creation,” as in formulating again, not what goes on in a rec room! By “re-creation” I mean that you should be faithfully recreating the conceptual agreement reached with the economic buyer.
This means that you shouldn’t be including everything that happens to be stored and accessible on your computer. You should be providing the “bare-bones” essential to keep the buyer on the straight and narrow trail.
Case Study: Heft versus Gravitas
I had received a call from a buyer at a previous client, now at a new firm, to meet with him and submit a proposal for a project. It was a different kind of firm from his prior one, so I believed that I should convince him of my qualifications for that type of business, despite our previous relationship and conceptual agreement achieved during our meeting.
When I called as promised a few days after the proposal submission, he said, “Alan, I’m sorry, but that ‘core dump’ you did of every visual you’ve ever created was distracting and leads me to believe you may not be comfortable with this particular type of intervention. Maybe next time.” There never was a “next time.”
Here’s what you don’t want to include in the proposal package and why. Don’t even think about it, assuming, of course, that you have conceptual agreement with a buyer in place. If not, then don’t just refrain from what’s below, refrain from sending a proposal altogether.
- Resumes: These are used to get jobs, not to supply credentials for proposals, especially when you’ve already met with the buyer. And resumes for your staff are pointless. If the buyer trusts you, shouldn’t the buyer trust your judgment about your associates and colleagues?
- Promotional materials: That horse left the barn just before the cows came home. Why on earth attempt to support your credibility now, after successful buyer interactions?
- Deliverables: HR is famous for requesting “deliverables” because HR people seem incapable of thinking about outcomes. Whatever tasks or interventions you’ll be performing can be lightly covered in the “options and methodology” section of the proposal.
- Charts and graphs: These are seldom useful at this juncture because you already have agreement, and they can tend to cause reservations if they are misunderstood or are shared with others who have not been privy to the prior conversations.
- Gifts or incentives: Don’t even suggest that there is some lagniappe involved, even a brochure to a college the buyer’s daughter is considering. The only incentive should be the early payment discount, which profits the entire organization.
Glossary
Cover letter: The introduction to the proposal that contains certain promises, agreements, and expectations that accompany and are inherent in the proposal.
If those are items that should not be included—which is why 2.5 pages is usually totally sufficient—what else should be included?
Put the proposal in your best presentation folder along with a cover letter. Here is a sample cover letter.
March 3, 2012
Wile E. Coyote
Vice President, Predation
Acme Co., Inc.
85 Canyon Dr.
Notsocarefree, AZ 88901
Dear Wile,
As promised, I’ve enclosed two copies of the proposal reflecting our agreements reached yesterday in your office. I’ve forwarded an electronic version as well this morning.
Please choose the option you prefer, the payment terms you prefer, and return one of the copies I’ve already signed via the FedEx envelope enclosed. I’ve also enclosed an invoice in different varieties in case this helps in the process.
I’m prepared to begin within a week of your acceptance, as discussed.
Please note that this proposal is copyrighted and contains my intellectual property. It may not be shared with anyone outside of your organization for any reason without my express approval.
I’ll call you Friday at 10 a.m. as agreed, if I don’t hear from you prior, to see which choices you’ve made. If you’d like to begin immediately with a telephone “handshake,” I’m happy to accommodate you.
Thanks for the opportunity to work with you on this important project.
Sincerely,
Alan Weiss, PhD P
resident
Note that you’re stressing that this may not be shown to competitors, the exact date and time of your follow-up, there is a FedEx envelope with your account number enclosed, and there are invoices to expedite the initial payments.
You’ve also allowed for an immediate start on the basis of a phone call. When the client does accept, either with a signature or a call, try to begin right away, on- site. This “pours cement” on the agreement. Even if you have other client engagements, you can always work in a brief visit to make some observations and con- duct some interviews.
Let’s explore why you don’t need more pitch and promotion, just to ensure that you’re comfortable. So forget all the resumes and jive. But make sure that cover letter is firmly attached and writ large!
Three golden rules:
4. Leave out as much as you can.
5. Ensure that the hard copy looks great.
6. Don’t mistake the proposal for promotion.