How to Craft Business Proposals That Sway Clients.

IN romance, making the right proposal can spell the difference between going down the aisle or suffering a broken heart. Business suitors also must put forth the right proposal to successfully conclude a courtship.

This is no mere academic point. Typically, exploratory business meetings end with prospective clients uttering the words "send me a proposal." Equally important, companies are often called upon to enter "beauty contests" in which competing firms must respond to a formal request for proposals, known as the RFP process.

Being able to create proposals that stand out from the pack and effectively communicate the value of offered products or services is an essential skill for any business owner.

Before you put pen to paper (or fingers to keyboard), you need to strategize and plan. Doing your homework and making the required preparations can make all the difference. This is especially important in light of the enormous time and effort required to craft a professional proposal.

Is it worth your time?

One fundamental decision you need to make is whether creating a formal proposal for this specific prospect is worth your time. To make an informed decision, first take a close look in the mirror. Have you built relationships that might give you an edge in gaining the contract? Do you have a better understanding of the target firm than other possible competitors? Has your firm demonstrated expertise that will make it shine?

In short, do you have a realistic shot at getting the business? While it's important to go after new clients with optimism and self-confidence, it's also important not to blindly rush off tilting at windmills.

Once you've honestly evaluated what you bring to the table, the next step is to qualify the prospect, preferably during a face-to-face meeting. Probe a little to find out why they're looking for a new firm to service their needs. Are they dissatisfied with their current provider? Are they changing their operation and want their needs fulfilled differently?

By pinning them down on specifics, you'll get a better sense of whether they're really serious in asking for a proposal. Have they given thought to what they're looking for? Are they soliciting proposals merely to use as leverage with their current providers? (Of course, they're not likely to admit to this.)

In asking these questions, you'll also reap valuable information that can help shape your proposal.

It's critical that you learn the "hot buttons" of prospective clients. What would be most important to them in deciding to hire your firm? In most cases, it's not price alone.

Find real decision-makers

Try to pinpoint their major "buyer" issues -- the key points on which they'll make a decision -- and address them directly in your proposal. For example, are they most concerned about whether you have considerable expertise in the specific industry or are they looking at your track record for similar customers?

Ascertain who the real decision-makers are. Often, you'll need to keep a variety of their individual perspectives and interests in mind when you create your proposal. Don't be afraid to ask questions. Many business people worry they'll be viewed as impertinent if they query the prospect. It's actually quite the contrary. If you inquire in a friendly, respectful way, it will demonstrate your genuine interest in, and desire for, the business.

Finally, use all other available sources to collect information about the target company. That includes any personal contacts you may have who know people at the firm. And don't overlook the Internet's wealth of information. Check out the prospective client's Web site, plus the sites of its competitors.

When it comes to language and format, avoid using jargon unless you're sure it will be easily understood. If you're responding to a formal RFP, follow the format exactly as requested.

Tailor your responses to be meaningful to the prospect. If you use boilerplate language, adapt it to the specific case. Give examples that executives at the target company can understand. Your success stories can be especially persuasive.

In addition, be specific about the benefits the company will receive by doing business with you. Include timelines and flowcharts that demonstrate your commitment to keeping on schedule and on track. Depending on the length of the proposal, consider including an executive summary that succinctly summarizes the highlights.

Incorporate graphics

Your finished proposal may be delivered in any number of ways: on hard copy, computer disk, CD-ROM or Web site. No matter what form it takes, it will have greater impact if you incorporate professional-looking graphics and include a lot of white space. Avoid large blocks of copy by keeping paragraphs relatively short. Remember, you want your proposal to be inviting to read.

Having said that, also keep in mind that your proposal should be appropriate to the prospective client. For example, a small privately held firm without a lot of expensive corporate trappings may react negatively to a glossy four-color proposal.

If possible, deliver your proposal to the company in person and go over it with one or more of the decision-makers. This provides an additional opportunity to cement a relationship between the two sides.

Do your homework. Present an effective proposal and you may substantially increase the chances that the company you're after will say, "I do."

Sharon Berman is principal of Berbay Corp., a marketing consultancy