7 Challenges to writing an effective RFP proposal.
To write a proposal, you must meet seven demonstrable
challenges. You cannot avoid them. You cannot skip any of them. You just have
to face them.
1. Complying with the RFP. First you have to read it and
understand it. Then you have to cross-reference all the requirements across the
various sections. Even if your assignment is for a single section, there may be
requirements in other sections that are relevant, especially the evaluation
criteria. Achieving RFP compliance is part using the customer’s terminology and
keywords, part cross-referencing, and part understanding their evaluation
process. Cross-referencing can be tricky and often requires interpretation.
2. Writing is easy. Figuring out what to write about is
harder. If you want to win, it’s important to avoid the temptation of starting
from another proposal. Once you know what should go into the proposal, writing
it is pretty straightforward. What we do is follow a process that quickly
guides people through considering everything that should go into a proposal and
sets them up with a plan for writing it.
3. Articulation. Some
people get stuck in the mechanics of putting the words together. They are not
sure how it’s supposed to sound. We pay attention to style. But we pay more
attention to whether it is simply descriptive or whether it says something that
matters from the customer’s point of view. The most important thing to
accomplish in proposal writing is to make it reflect the customer’s point of
view. What the customer sees on the paper should provide answers to their
questions, complete their evaluation process, and practically impel the
conclusion that you are the best alternative. You have goals to accomplish,
terminology from the RFP to use, and have to put it in the reader’s perspective
instead of your own. That can be difficult, especially for people new to
proposal writing. But when we review proposals, we often see problems in
proposals written by people with many years of experience as well. We provide
lots of guidance on every aspect of proposal writing to help people find their
voice.
4. Figuring out what to offer. Whatever you do, don’t figure
out what to offer by writing about it. This is a recipe for proposal disaster.
Figuring out what to offer and figuring out what to write about should be done
in parallel. Only after they have both been figured out and reviewed to ensure
they aren’t likely to change should you start writing. Figuring out what to
offer by writing about it does incredible damage to proposals. We have seen it
cost companies hundreds of millions of dollars.
5. Articulating your bid strategies. The truth is the bid
strategies for the proposal should be figured out before the writers ever get
their assignments. Bid strategies should be just one of the ingredients that go
into what you need to write. You must figure out the bid strategies before you
start writing or designing your offering. The proposal should prove the bid
strategies.
6. Passing the review. Most companies review their proposals
before they finish them. Most companies do a poor job of conducting these
reviews. The instructions to writers should reflect the same quality criteria
that the reviewers will use. If you use a process to figure out what to write,
then the plan it produces can also be used to increase the effectiveness of the
review process. If writers are at the mercy of a completely unpredictable and
subjective review process, the only way good can come from it is by luck.
7. Winning. If you start focusing on winning your proposals
when the writing starts, you are too late. The pre-RFP stage is critical and
driven by relationships with key decision makers, influencers, stake-holders
and allies. You need to know them. We manage the pre-RFP stage like election
campaigns. Know the answers to important questions and know your competition
you’re your competitions strengths and weakness. The pre-RFP stage is when you
really should be focused on winning. When you focus pre-RFP , you will realize
that in order to incorporate what it will take to win into your plans for the
proposal, you’ll need answers to questions that should have been asked before
the RFP even came out.
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