In a previous post, we talked about the importance of evidence. Another critical factor to focus on with your proposals, tenders and sales documentation is “Client Focus”. Remember that proposals are not about you; they are about your client.
“The sole reason we are in business is to make life less difficult for our clients.”
- Matt Odgers
A common mistake companies make when writing a proposal is focusing too much on themselves and their qualities without demonstrating why those things matter to their clients. Ask yourself: What is your client’s problem, need, issue or opportunity? If you don’t know, it’s tough to design a solution that addresses it. This would be a strong indication that you might need to invest a bit more time in the business development phase by understanding your client and their needs before responding to an opportunity.
When writing your next proposal, try a client-centric approach by considering the following:
Address your client’s needs
1. The client’s needs
This helps you avoid discussing yourself or your solution first and keeps you focused on the client.
What are their goals?
- Business goals: These discuss how to increase productivity and efficiency, automate business processes, streamline operations, leverage product lines etc.
- Technical goals: Includes aligning business and technical processes, quality assurance or improvement, enhancement of products or utilizing emerging technologies.
- Strategic goals: Include issues such as HR strategies, building brand recognition, mandatory government legislation, and marketing drives.
Pro tip: Visit their website and download the most recent annual report. This will often give you an overview of the long-term objectives they wish to achieve, for example, business expansion, new product lines, and references to competitive threats. Knowing this can give you an inside perspective into their strategic business drivers.
Is it action-oriented?
Is it measurable?
Use client language
Focusing on the points mentioned above will help make your client feel:
- That you are focused on them.
- You understand their needs, issues or requirements.
- Your solutions solve their problems and will help them achieve their outcomes.
- That you are a listening partner who is there to help them.
For more information on Client Focus, please check out the Tips on our website.
If you’d like to discuss how you can improve your proposals, tenders or sales documents, please don’t hesitate to give us a call or drop us an email. We offer a free discovery call.
1300 039 737 (13 000 EXPERT)