Proposals are necessary to obtain new business, so a great proposal is vital to winning new business. This can be daunting for an organization new to the proposal game… but have no fear. There are some trick plays we can share with your organization.
The greatest trick in the playbook is telling a meaningful brand story throughout the proposal. Now, this does not mean just telling your organization’s story – No – we want to tell your organization’s story and connect it to your potential client’s story and possible partnership between your organizations.
How do you effectively tell your brand story?
“Marketing is no longer about the stuff that you make, but the stories you tell.” – Seth Godin, best-selling author, entrepreneur, and speaker.
First, when writing a proposal, think about the reviewer of the proposal. This reviewer will be sifting through multiple RFP responses, and it can become a tiresome task. We want to make it off the reviewer’s desk onto a decision maker’s desk – How do we do that? We tell our brand story by answering the questions with experience and history.
Throughout each proposal section, numerous questions ask how your organization would interact with the product’s end users, what tools are in place, and what strategies are used to promote better outcomes. While this can vary wildly depending on your business vertical, the structure of the answer is the same.
- Speak about what your organization does best with proven results.
- Speak directly to their end user. Using local community knowledge or any intel in a question like this makes your brand story more credible and helps bridge the two stories together.
- Promote your organization’s differentiators.
- Talk about future innovations in the pipeline.
The most essential point to merging the two stories is discussing a partnership and how each business can grow. While this may seem impossible, it is simple, and the information is readily available. Some companies like to be a part of pilot programs, some enjoy additional touchpoints to measure satisfaction, and some seek certification or business awards. The endless opportunities to speak on partnerships will solidify your organization’s storytelling foundation, but it will also emphasize that your organization is still growing. Ensure your future clients know that while you have a long history, the greatest is yet to come, and they will be a part of your organization’s ever-evolving brand story.
