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Writing A Business Proposal

Faced with writing a business proposal – and dreading it? Don’t worry! I’m going to share my best tips for writing business proposals, and highlight some great articles and tools that will make your proposals unbeatable.

Winning Business Proposals - Book Cover

I’ve been writing proposals for more than 20 years; I’ve written dozens of articles on the topic, and even a bestselling book.

Take my FREE Business Proposal Writing Course (below) and we’ll start by looking at how to analyze a request for proposal or request for information to determine the client’s REAL requirements.

After that I’ll walk you, step by step, through a great way of turning that RFP analysis it into a compelling solution to your client’s requirement – the solution the client would design if they could.

You’ll start to beat your competition before you write a single word – because I’m also going to show you how to design a proposal strategy that sets your proposal up to win long before you even power up your PC.

We’ll even delve into analyzing the psychology of your prospects to ensure that you use language that will positively influence them.

After that preparation we’ll take on the critical next step – we’ll start writing yourWinning proposal.

You and I will first walk through creating a proposal outline – one of the secrets of a great proposal is a great outline. Once you have your outline I’ll show you how to write the entire proposal content quickly and easily.

There’s lots more here on the art of business proposal writing – by the time we’re finished working together you’ll never ever again dread writing a business proposal.

FREE Business Proposal Course

Want to learn how to write Winning Business Proposals quickly and easily?
Follow the FREE 12-Step course below.

Step 1: What is a Proposal?

Step 2: Should we Bid?

Step 3: Analyse the Requirement

Step 4: Develop a Winning Solution

Step 5: Run a Pre-Proposal Review

Step 6: Select a Proposal Strategy

Step 7: Think About Tone and Language BEFORE You Write

Step 8: Organize Your Ideas and Write Your Proposal

Step 9: Design a Compelling Layout For Your Proposal

Step 10: Present Your Proposal

Step 11: Write a Great Proposal Cover Letter

Step 12: Whether You Win or Lose Find Out Why


Simple Proposals Sample

Here’s the ‘simple’ proposals sample discussed in “A Simple Business Proposal – Writing a ‘Letter Proposal’”.

If you’ve arrived on this page without checking out that module then I’d very strongly suggest you delve into that page before continuing to read here.

Take a look at the letter proposal below (Figures 1 – 4 below – to see a full size PDF version of this letter proposal simply click here or on any of the page images below).   This sample business proposal was written in letter proposal form to address precisely the same case study requirement as the larger, more elaborate, multi-section proposal we wrote in “Writing the Proposal Content”, and which is illustrated by the sample business proposals elsewhere on this site.

The only difference is that the proposal writer here decided that (s)he required a less elaborate proposal and so the entire content is built into a single letter.

Continue reading “Simple Proposals Sample” »

Creating Your Own Business Proposal Templates

Business proposal templates are really pretty straightforward to construct.

Before we look at that in detail let me ask: have you arrived at this page without reading the module on proposal design?

If so, then I’d strongly suggest you review that module of the FREE Business Proposal Course – this page refers to some concepts and points raised in that module, and the ideas discussed here will make more sense having covered that module.

Once you have settled upon suitable styles for each of the key design elements in your business proposal you are in a position to create your own proposal template should you wish to do so.

Continue reading “Creating Your Own Business Proposal Templates” »

The Business Proposal Letter

The business proposal letter is one of the most important parts of the proposal process – but, in my experience,  most people don’t give invest enough time and effort in  getting this critical letter right. The assumption is that  it’s exactly the same as any other business letter writing. Not so.

In the module on presenting your proposal I strongly suggest that you NEVER deliver your proposal in any manner other than in person – and that chapter took you step-by-step through the process of creating a compelling  and impactful proposal presentation.

Even in situations where you get to present your presentation you will want the proposal to be accompanied by a cover letter that introduces it briefly.

Sadly, there will be occasions when your client will not allow you to personally present your proposal and will insist that all proposals be delivered by courier or mail in the first instance.

For both of these situations you will need a business proposal cover letter.

From here you can access four modules that will completely demystify the process of creating a great proposal cover letter:

The Importance of the Business Proposal Cover Letter (Click)

Write a great proposal cover letter and you dramatically increase your chances of winning the business – but before you start to write take some time to understand how your business proposal letter should relate to your proposal. Here’s the science behind world-beating proposal cover letters.

Writing Cover Letters for Business Proposals (Click)

Now that you understand the science behind the proposal cover letter you are much better shape to produce one that does what you want it to do. Here’s a step-by-step approach to writing first class cover letters for your business proposals.

Sample Business Proposal Letter (Click)

There’s nothing quite as useful as seeing an example. Here’s a sample letter produced using the ‘Winning Proposal Model’ – you’ll clearly see the impact of using this logical means of summarizing your entire proposal in a brief two-pager.

A Simple Business Proposal (Click)

Much of the discussion on this site focuses upon on producing larger, more formal, multi-section business proposals.  But what if your business is one where the value, or simplicity, of what you’re selling is such that more formal, multi-section proposals are not necessary?

That’s when you’ll write a more basic ‘letter proposal’ – a proposal where the entire content is summarized in a single letter response – here’s how to write a Winning letter proposal.

Proposal Strategy Development – the Key to Success

Proposal strategy development is one of the critical first steps in making your business proposal a winner. You would not run your business without a business strategy – neither should you write a proposal without a clear strategy to ensure its success.Proposal Strategy Development

Here’s a step-by-step guide to proposal strategy development that all of your proposals are on target.

Generic Strategies

Think about some past deals you may have pursued, particularly those where you ultimately won the business on the basis of a proposal.  Now consider why you won that business.

Most decisions reflect the purchaser’s concerns at the time the decision is made, and most can be traced back to one, or a combination, of the following concerns:


You might well have won the business for one of the following reasons:

  • Lowest price, or
  • Best price/performance, or
  • Return on Investment (ROI).

Technical Aspects

In this instance the lead decision-maker was most likely a senior technical officer in the client organisation. You will likely have won because of:

  • Superior specifications, or
  • Programme/solution design, or
  • Better technical personnel.


A quality orientation can manifest itself in either of two ways:

  • “Snob” value, or
  • Proven high quality/reliability.


There are two ways in which you may have found your proposals were successful on the basis of competitiveness:

  • The extent to which you proved that your solution was vastly superior to that of any of your competition, or
  • The extent to which you convinced your client that your solution would afford them some significant competitive edge over their own competition — an edge which would not be afford them by any other vendor’s proposed offering.


Whether the lead decision-maker is technically, financially or administratively oriented, the credibility of your organisation can be a compelling argument for or against your proposal. You could have been selected because of:

  • Who your organisation is, or
  • Your team members, or
  • Client industry experience.

Is That It?

There are of course many other reasons why you might previously have won business, but you will find that most of these can be slotted in under one or other of the headings above.

There is usually one dominant reason for winning the business. Devising a proposal strategy is all about recognising what the prospect’s dominant decision criteria will be (what represents the dominant orientation in your decision-making group) and what other decision criteria will be important. Your proposal strategy development focus must be upon constructing and presenting your proposal to demonstrate and prove your superiority in these terms.

Selecting a Strategy

The most effective strategy for winning any given piece of business will be one whereby you design your proposal around those criteria which intelligent reasoning tells you your client will use to decide which proposal best meets their requirements – this is genuine strategic writing.

The Winning Strategy Mix

The strategy underpinning a Winning proposal is always based on a mixture of:

  • Your client’s perception of their needs, and the decision criteria that are important to them
  • Consideration of the strengths and weaknesses of your solution, and your organisation, in the light of the client’s perception of their requirements
  • Consideration of the strengths and weaknesses of your competitors’ solutions, and organizations, in the light of the client’s perception of their requirements, and their likely decision criteria.
Proposal Strategy Development

Figure 1: Proposal Strategy Development Flowchart

So, Where To Start?

Figure 1 (‘Proposal Strategy Development Flowchart’) graphically outlines the recommended approach to selecting an appropriate Proposal Strategy. This simple seven-step procedure is discussed in more detail below.

1. Your Pre-Proposal Review & Your Decision-Makers

In the module on the ‘Pre Proposal Review’ (PPR) an integral part of the success of this key meeting was a series of questions that you designed to equip you with the knowledge you would later need to select a Winning Proposal Strategy.

Consider your client’s responses to these questions and decide what the orientation of the lead decision-maker will be in selecting a vendor. Consider also who else will have an input into the decision — what sort of orientation will they have? Try to prioritize these orientations to reflect what you believe are the power dynamics of the decision group.

Business Proposal - Strategy Table

Figure 2: Proposal Strategy Development – Client Profile Chart

2. Create a ‘Client Profile Chart’

Create a large chart on a flipchart page, with a column for each of the orientations you have identified in your decision group.

Reflect the priority of the orientations by placing the most important in the column furthest to the left of the chart. In the example illustrated in Figure 2 (‘Proposal Strategy Development – Client Profile Chart’), the PPR indicated that the primary consideration – the primary orientation of the client decision-makers – was one of cost.

The PPR also indicated the importance of technical, quality and presentation factors (in descending order of importance – from left to right). From here on, this chart will be referred to as the Client Profile Chart. Try not to have more than three or four columns on this chart, otherwise the process can become unwieldy.

You will use this chart, and copies of it, to facilitate the next steps in this process.

3. Select Your Initial Strategy

Working with the Client Profile Chart you developed above analyze your strengths under each of the headings on the chart. Work through your Solution Map drawing red boxes around those areas/requirements where you are sure that you will be superior. When you have examined the whole Solution Map, transfer the points in the red boxes into your Client Profile Chart, in whichever column each fits most readily.

When you set up the Client Profile Chart, you recognised the ‘pecking order’ within the decision group by placing what you felt would be the dominant orientation in the column furthest to the left on your chart, and the remaining orientations in descending order of importance from left to right.

Now that you have brainstormed all of your strengths onto the Client Profile Chart, examine it and select the strongest, left-most column.

4/5. Analyze Any Weaknesses in Your Solution

Create a blank copy of the Client Profile Chart and use it to map your weaknesses in the same way as you did your strengths.

Once again, your Solution Map can be of great help in this pahgse of your proposal strategy development. Unless you are lucky enough to have the perfect solution for each and every deal, you will sometimes find yourself with gaps in the Solution Map – aspects of the requirement which you cannot directly address. Most of your competitors will have similar gaps – although they will most likely be in different  areas of the requirement. Record each of these gaps as a weak-ness under the appropriate column on your chart.

Examining your weaknesses in this manner is a useful exercise insofar as it allows you to double-check your selected strategy to ensure that there are no particular weaknesses in the profile of your organisation or your proposed solution, which would later render the selected strategy ineffective.

Are there any show-stoppers? Are there any points that will render the selected strategy ineffective? If so, then reconsider your decision on strategy, reverting back to Step 3 in Figure 1 above. If not, then continue.

6. Think About Your Competitors

Brainstorm Their Strengths/Weaknesses

Proposal strategy development is not all about you – it’s also about minimizing the impact of any competitors. To do that create yet another two copies of your Client Profile Chart and brainstorm firstly your competitors’ strengths, and then your competitors’ weaknesses onto them.  Do this by using your Solution Map to identify Competitor Pains.

Adding in Responses to Competitor Pains

Competitor Pains are aspects of the requirement which (from your knowledge of your competition) you can speculate your competitor will address more effectively than you.

Work through the Solution Map, drawing black boxes around points where the competition will be superior. When you have completed this exercise, transfer all of the points in the black boxes to appropriate columns on your Competitor Strengths Client Profile Chart.

Is There any Impact on Your Selected Strategy?

It is important that you re-examine your selected strategy again — this time in the light of your competitors’ strengths and weaknesses. Examine particularly those competitors’ strengths in the column representing your selected strategy.

Is there anything there that weakens your case sufficiently for you to consider a change of strategy? Then consider competitive weaknesses under all of the columns. Sometimes you will identify in key columns weaknesses sufficiently pronounced to prompt you to reconsider what at first had seemed to be a less desirable strategy option.

Has an examination of your competitors’ strengths or weaknesses uncovered sufficient reason to warrant re-examination of your initially selected strategy? If so, then return to the proposal strategy development exercise at step 2b above and reconsider your strategy.

7. Think About Other “Sub-strategies”

In selecting the dominant column from your Client Profile Chart above, you selected what you and the team felt should be the core strategy for your proposal.

However, pay attention to those columns — those strategies that came in close second or third.

They also indicate what general themes you will need to address in your “Executive Summary” to get the attention of those senior personnel who will read only this summary of your proposal.

Always, But Always, a Strategy. . .

A coherent, well thought-out strategy is key to the consistent production of winning proposals. Never be tempted to go entirely on your hunch as to what will work.

Next time you consider how to write business proposal to address any opportunity work through the proposal strategy development process above first to determine the best possible strategy to make your proposal a winner. Then, and only then do should you start writing.