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Clearly Green Design, Canada
ClearlyGreenDesign.com

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Articles

6 Ways to Win More Work with Proposals and Quotes

Growing your design business requires a unique sales ability.

Have you ever been in a competitive situation with other designers or design firms where you needed to pre-sell your services (and your approach) in order to be awarded the project?

What’s the secret to getting the edge over your competitor? I’ll tell you…

Quite often in these types of situations designers need to sell their services based on written proposals. This can be as simple as a 1 page quote or as complex as a 20 page proposal outlining your capabilities, cost breakdown and your design approach.

So, how successful are you at winning with proposals? Does the thought of presenting a proposal get you excited ? Or does it fill you with panic?

There was a time in my business when I dreaded being asked to submit a proposal. Because I was often unsure what elements would help me beat out my competitors or would cause me to lose out on the project all together. But through the years I learned how to turn a stressful process into a positive one. Mostly through trial and error and through studying what makes some proposals fly and others sink. And as a result, I started to win more proposals than I lost.

I discovered 6 principals that helped me attain the best possible position for getting the work. Here they are…

6 Principals to Creating Effective Proposals

1. Client expectations
When making a proposal it is important not only to understand the project, but also your prospect’s desired outcome after the work is complete.

Ask simple and direct questions that will help you identify how you will win. A question I like to ask is “What has to happen at the end of this project, for you to consider it a success?”

2. Identify your competitors
Many proposal situations will involve competing against other firms and designers. It is perfectly okay to ask how many firms they have invited to submit proposals and to inquire who they are.

Take careful notes when they tell you. Then research the firms to find out more about them, their approach, philosophies etc… This will give you a tool to help you craft a proposal that differentiates you from your competitors.

3. Don’t over emphasize your services
Many designers and design firms make the mistake of first focusing on what they do and how great they are. They spend a lot of time trying to convince the prospect that they are the right ones for the project before they learn more about their prospect.

A good rule of thumb I use in introductory meetings is to ask good questions, listen, and take good notes – 5 times more than I try to “sell” my services.

This doesn’t mean you don’t highlight the biggest benefits of your services or give them a little background on your company. Do it, but be sure to be brief.

4. Focus on your client’s problem and their desired outcome
Ask lots of questions that will help you define the full scope of the problem. Often prospects have a problem AND an idea of what MIGHT help them solve it. But they need a professional to help guide them. Learn about their business, project objectives and their desired outcome in detail.

Your questions should not only give you background information on your prospect but provide you enough information to help you determine if you can really help them.

Your questions should confirm that your services are a good fit for them. If they are, then use your experience to build a case for your solution.

5. Use your question process to stay engaged
Intelligent questions are powerful during the proposal development. They position you as an expert to your prospect. And they ensure you can solve the problem.

But there is another subtle bonus that comes from asking good questions – they become a way of keeping future contact with your prospect. Follow-up questions are a great tool to help build and strengthen your future relationship.

I often use additional questioning as a form of follow-up. Rarely can you have an initial meeting with a new prospect and get all the facts. Always follow up yur meetings with more questions if you are able. This can happen in the form of phone call, email contact or in another scheduled meeting. You can even suggest an interview with other key individuals in the organization.

Your follow up questions continue to help build your relationship and strengthen your knowledge of your prospect.

6. Engage your prospect so they become involved in the process
Being knowledgeable in what you do, does not mean being a know-it-all when it comes to presenting your proposal. Although you know how to create effective visual communications, you DON’T know everything about your prospect or their marketplace. You need their help to fully understand. And you’ll need their help if you are going to get the project.

Be flexible in your final solution. Make your presentation interactive. Invite your prospect’s participation. Get them to edit, revise and update what you’ve created.

Allow them to comment and interact with your proposal. Invite comments and critique. Get them engaged in helping you create the best proposal that is tailored exactly to their needs. You’ll get less resistance (and a greater response) when it comes to getting them to sign on the bottom line.

Dedicated to Graphic Designer Success.

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