A unique opportunity to make a second first impression. Looking for part 1?
Section One: Introduction
Introduction is the gateway to your proposal, setting the stage for a professional and engaging presentation. From the front cover to the table of contents, each page is designed to provide essential information and make a lasting impression on your potential client.
Page One: The Front Cover
Start your proposal with a cover page. This should include the project title, your contact’s name, your business name, your name, your contact information, and the date. Make sure you don’t leave anything out!
Page Two: Introduction Letter
Address the introduction letter directly to your contact. This personal touch helps build a connection and can make your proposal stand out.
Page Three: The Printable Version
Include a simplified, printable version of your proposal. Many potential clients like to print out proposals for meetings. Consider adding a clickable link to this version, possibly in black and white.
Page Four: Table of Contents
A table of contents gives your proposal a clear structure. This roadmap helps clients know what to expect, especially if they have limited time. While not always necessary, it can be very helpful.
Section Two: Services
Your potential clients might not know all you can do. It’s important to have at least one page in your proposal that clearly lists all your services and capabilities. For instance, a client interested in logo design might also need a brochure. Show them how your services connect and complement each other.
A clear list helps clients understand what you offer and how it fits their needs. Keep the descriptions simple and easy to read. This way, even those unfamiliar with your industry can understand your services.
Section Three: About Us
It’s time to tell your story effectively. This part isn’t as easy as it seems, so don’t skip it. Your story has to be unique and educational, but not boastful.
Part One: Our Approach
There are many design studios and creative agencies out there. What makes you different? Explain why you’re the best choice by describing your approach.
Part Two: Our Strength
At HKaya, we have an amazing office space. Our team is strong in design and other skills, but our workspace itself is also visually stunning. Including a picture of the space helps paint a picture of who we are.
Part Three: The Team
Include team headshots and biographies to humanize your proposal. People are more likely to connect with faces than words alone.
Part Four: Recognition
If you’ve won awards, mention them here. Showcase your trophies, but don’t use more than a page—you don’t want to come off as bragging.
Section Four: Objections
Find the Top Three Objections
Assume there’s something holding your lead back if the contract isn’t signed yet. Identify these concerns and address them directly in your proposal.
Be Honest
It’s okay to be blunt. Once, I wrote, “We have no experience in your industry.” The honesty was appreciated, and we got the job.
Pivot Effectively
If you lack experience, explain how your fresh perspective brings innovative ideas. Emphasize your team’s creativity and willingness to learn.
Handle Objections Gracefully
When a client has concerns, listen actively. Ask clarifying questions to understand their hesitation. For instance, if they say, “We’ll get back to you,” it might be due to fit, capabilities, or cost. Address these issues directly.
Show Empathy and Build Trust
Acknowledge their concerns and show you understand them. Use examples from other clients to build credibility and demonstrate how you’ve resolved similar issues.
Offer Tailored Solutions
Craft your proposal to specifically address their objections. Show how your services meet their needs and provide clear, data-driven benefits.
By anticipating and addressing objections, you build trust, show transparency, and increase your chances of closing the deal.
Section Five: Pricing
Explain Your Costs
The pricing section is crucial. It shows clients why your services are worth the investment.
Balance Details
Your pricing and statement structure will shape your new relationship. Aim for a sweet spot between too vague and too detailed.
1. The Introduction
Start with the total cost. Begin with a paragraph explaining the project cost range (e.g., between X and Y) and a brief overview of the payment structure.
2. The Grid
Provide more details next. Use a grid to explain each deliverable, but keep it simple. One number per deliverable works best.
3. The Words
Be clear, not flashy. Stick to facts and avoid overselling with adjectives like “fantastic” or “great.” Clearly explain what each deliverable includes and address common questions about revisions, delivery options, and hours.
4. The Numbers
Choose numbers wisely. Round numbers can seem made-up. Use specific figures like €2,380 instead of €2,500 to appear more precise and trustworthy.
By following these steps, you create a transparent and appealing pricing section that builds trust and sets clear expectations.
Section Six: Timeline
Creating a project timeline is important for keeping everything on track. A clear timeline lets everyone see what needs to happen and when. Here’s how to make one:
- Detail and Flexibility: Write your timeline with enough detail to be clear but leave some flexibility for changes.
- Visual Interface: Use a visual tool, like a Gantt chart, to show the timeline. It should display the project’s tasks and when they will happen.
- Understand Dependencies: Show how some tasks need to be done before others can start. This helps prevent delays.
- Track Progress: Mark milestones in your timeline. These are key points that show progress and help keep the team motivated.
- Communicate Clearly: Make sure everyone understands the timeline and why quick approvals are important. Delays in approvals can slow down the whole project.
Following these steps will help you create a timeline that keeps your project organized and on schedule.
Section Seven: Other Rates
When crafting a proposal, it’s smart to include a rate sheet for extra services that the client didn’t initially ask for.
Showcase Your Range Often, clients come to you for a specific job without knowing the full extent of your capabilities. Use this section to let them know about other services you offer.
Detail Without Over-Specifying Be clear enough to place your pricing within a certain range, but avoid being too specific. This leaves room for flexibility. For example, instead of stating you sell websites for $5k-$10k, you might say $5k-$50k to cover a broader scope.
Create Value Perception Use price ranges to make the client feel they’re getting a good deal. If you’re proposing $20k for a discovery phase, list your rate sheet range as $20k-$50k. This way, the client sees the value they’re getting.
Section Eight: The Proof
Case studies are stories that show you can solve problems. Start by describing the problem. Next, explain how you worked towards a solution. Finally, show the results.
Use case studies that relate to what the client needs. This makes your proposal more relevant and convincing.
Tips for Effective Case Studies:
- State Assumptions: Clearly state any assumptions. This helps set the stage and provides context.
- Use Visuals and Simple Language: Make your case study easy to understand with visuals and plain language. Avoid jargon.
- Identify the User and Market: Define who will use the product and the market it will serve.
- Use Data: Support your story with data and facts. This makes your case more convincing.
- Acknowledge Shortcomings: Be honest about any limitations and how you plan to address them.
By incorporating these elements, your case studies will effectively demonstrate your ability to deliver results.
Section Nine: Testify
Share the love from your favorite clients. Good testimonials are powerful tools in a sales process because they provide social proof. Place around five testimonials after your pricing section.
But I don’t have any? Reach out to past clients and ask for a review. Provide them with a version you wrote as an option. They will likely agree to use your draft.
Can they reach out? Include a list of references with contact information in your proposal. This allows potential clients to speak directly to your past clients, adding credibility to your work.
Section Ten: Thank You
The thank you page is often overlooked, but it’s crucial. Make it unique by adding extra value. You can include a memorable quote, a personal signature, or even your cell phone number. This small gesture can make your proposal stand out from others and leave a lasting positive impression.
Let’s wrap this up
Delivering Your Proposal
How you deliver your proposal can make a big difference. If possible, send a physical copy. It stands out more than a digital one. If you can’t, make sure your digital copy is easy to access and read.
Our Usual Approach
Our proposals are often large. To avoid clogging up inboxes, we send an email with a Dropbox link to the PDF. This method works well and keeps things organized.
Printable Version
Include a link to a printable version of your proposal. This makes it easy for clients to share and distribute. Remember, making things simple for your client is always a good idea.
Be Helpful, Not Annoying
Follow up politely and frequently. It’s important to be courteous because deciding on a proposal is a big step.
Just a Few Final Thoughts
Your proposal is just a physical representation of the deal you want to make. It won’t make a sale that was never meant to happen. That’s why it’s important to send proposals only when you’re confident you’ve got the deal.
Track how many proposals turn into contracts. This is called your close rate—the percentage of proposals that lead to a sale.
A good close rate is 50% or higher. If it’s lower, you might be sending proposals too early, not positioning yourself well, or not listening to your leads.
Keep track of your progress, celebrate your successes, and learn from your failures. You’ve got this!
