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A simple proposal formula
Here is a simple approach to help you cover all the bases in your proposal. You can use it like a formula. For each section or requirement that you must address in the RFP, make sure you answer: who, what, where, how, when, and why. Repeat it until it rolls off your tongue and you have it memorized. Then use it to identify and answer all of your customer's questions.
After you have written your proposal, you can use the same formula to review it. In each section of your proposal, simply ask yourself if it answers "who, what, where, how, when, and why?"
- Who: who will do the work, who will manage the work, who does the customer call if there is a problem, who is responsible for what
- What: what needs to be done/delivered, what will be required to do it, what can the customer expect, what it will cost
- Where: where will the work be done, where will it be delivered
- How: how will be work be done, how will it be deployed, how will it be managed, how will you achieve quality assurance and customer satisfaction, how will risks be mitigated, how long will it take, how will the work benefit the customer
- When: when will you start, when will key milestones be scheduled, when will the project be complete, when is payment due
- Why: why have you chosen the approaches and alternatives you have selected, why the customer should select you
This simple little phrase (who, what, where, how, when, and why) can help you ensure that your proposal says everything needed to "answer the mail." For each of the customer’s requirements, go through the list to help ensure that you cover everything that you should.
When you read a simple proposal response written to address the customer's requirements, and compare it to one that answers "who, what, where, how, when, and why?" you'll see a dramatic difference in the quality of the proposal. Simply doing a better job of answering your customer's questions can give you a competitive edge when everything else between two competitor's is equal.
In addition to using it for inspiration when writing, you can also use it like a checklist for reviewing a draft proposal. When you read a draft proposal, consider these questions and pretend to be the customer. Go over the questions and see if the proposal provides all of the answers.
All you have to remember is "who, what, where, how, when, and why."
And you thought proposal writing was supposed to be hard!
By Carl Dickson, Founder of CapturePlanning.com
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