BUSINESS OPERATIONS: Improve Your Proposals

Now is a good time to take a fresh look at the most important first impression you leave potential clients – your proposal. Follow these recommendations, and keep in mind that your ultimate goal is to knock your potential client’s socks off with your proposal.

COVER LETTER. An introductory letter is not always needed, but if you use one, it must entice the buyer. Ask these questions about the cover letter you generally use for proposals: Is it friendly? Do you thank the client for this opportunity? Does it guide them through the rest of the pages? Do you leave an  impression of professionalism and quality? Do you highlight your company’s great customer service and note that you are easy to work with?

If you elect to have an introductory letter, make it short. Remember, clients are looking for the bottom line and will probably not read more than the first paragraph before looking for the dollar sign.

PROPOSAL OPTIONS. In the residential arena, a proposal could be as simple as a pre-printed form on which you check off services and make notes with the dollar amount. This is fine as long as it is well designed – investing in a graphic design service can make these proposals look really professional. This type of form also allows you make a proposal on-site and pump out numerous proposals in a day. However, be sure to provide the potential client with additional materials that tell them about you and your company.

Commercial proposals are much more detailed and often become a “contract” referred to in case of conflicts, etc. Commercial clients will compare the services provided and see if you are “apples to apples” with your competition. Psychology plays a role here. In some cases, the larger the proposal, the more value will be perceived by the client. Regardless of its size, a commercial proposal must look and feel  professional and be submitted with a brochure or folder. I have seen contractors spend as much as $15 just to print these packages.

One proposal feature I like to see is the annual contract amount on the first page. Next time you present a proposal, notice how the client flips to the last page first, looking for the price. Why not make your proposal more user-friendly with the bottom line easy to see?

PLAY UP SERVICES. In any type of proposal, describe your services in detail. For example, don’t simply say “Spring Clean-up.” Embellish it by listing what’s included, such as bed trenching, debris removal, pruning, mulching, etc. Build perceived value by helping the client envision all the labor it will take to perform the function. At the same time, keep it brief.

Another consideration is to have a separate sheet listing your company’s services. On this page, you can check the items that are included in your proposal, then mark the items that are quoted separately as “extras.” Potential clients may hire you knowing that you can provide other services if needed.

COMPANY CULTURE. Potential clients also may be interested in your company culture.  Do you have clean vehicles and equipment? Do employees wear uniforms? Do they speak English? How often do you communicate with clients? What are your invoicing practices and payment options? How can clients get in touch with you? Can they contact you by e-mail or cell phone? Give clients answers to these types of questions in your proposal package. This can be another separate sheet or included in your brochure. You might find that a client wants to work with someone like you. And guess what? They will be willing to pay more for it.