A few months ago, I posted from the Killer Series, the article 7 Steps to the Killer Negotiation and it caused quite a stir. Some folks thought I was way too optimistic while others found great value in my approach to negotiation. It really drove home the point of the efficacy of seeking and committing to win/win solutions and going for the third alternative in every situation.
With the high level of interest generated by the negotiation article, I felt like I could build on this further by writing the 7 Steps to Creating the Killer Proposal. Proposals usually precede negotiations and when done effectively can actually quell the need for any negotiations at all or at the very least make them run even smoother.
A killer proposal will not only set you apart from the rest of the pack but also create an atmosphere that fosters win/win. It lays out the correct roadmap to get everyone involved to where they want to go. Killer Proposals are designed to eliminate guess work and fluff; there sole intent is to clearly and succinctly define the desired objective and then in the same fashion, flesh out the strategies and tactics that will be employed to achieve the desired results.
Following are my best ideas on how to create a killer proposal. There are 7 steps all together and when used in combination can catapult your ideas to heights you did not think possible or even imagine. With practice, I guarantee you will generate profound and positive results from your proposals.
1. Know the target audience
A proposal can be created for a myriad of different audiences so it is vital that you understand who will be reading or receiving your proposal before you create it. Knowing your target audience provides invaluable insight as well as leverage to sway things in your favor. The more you can learn about what makes your target audience tick, the more relevant and valuable information you can put into your killer proposal.
Additionally, when you know your target audience well and you have a clear understanding of what their needs are, you will be able to more effectively hold their interest. You will be able to easily eliminate fluff and irrelevant data from your proposal. There is nothing worse for an audience than to be subjected to a proposal that is riddled with information that does not matter to them. Can you say BORING?!
Prior to creating your proposal, make sure you do your research; learning as much as you can about your target audience warrants due diligence and your proposal will be ten fold better for your effort. Once you know your target audience and understand their needs, you won’t have to struggle with finding the right information to put into your killer proposal.
2. Develop a clear objective
Before you begin to create your proposal, it is imperative that you exactly what you intend to accomplish. Killer Proposals always have a clear and concise objective that spells our precisely why the proposal has been created and what the intended goals are.
The objective is very important because it sets the tone for the rest of the proposal; it defines the expectations and gains the buy-in from your audience. People tend to be more open when they know exactly what they are getting into and that’s the main goal of the objective.
An effective objective contains 3 elements:
- Introduction – a sentence or two that describes the overall purpose of the proposal
- A Common Goal – in another one to three sentences or bullets, you must clearly outline the common goal that binds you and your audience; your audience needs to know right away to you understand what it is they desire to achieve
- Expectations – close your objective with a clear statement as to what to expect as the proposal is read and/or presented; it is easier to concentrate on what is important when you know what to expect
Now that the stage is set, you can begin delving into the meat and potatoes of your killer proposal.
3. Show them the pain
Now that the objective has been clearly defined and the expectations are understood, it’s the perfect time to make your audience squirm in their seats. It is time to push them out of their comfort zone.
I know – it doesn’t sound like a very smart thing to do but trust me; you want to make sure your audience is flailing before you cast them the life vest. J
You have to be willing to show your audience the pain of their situation. All killer proposals include a section on “pain.” This is the section where you expose your audience’s shortcoming; the issue they are trying to resolve. This is where you reveal to them that you know and understand how negatively the situation is impacting them. It doesn’t matter if they are simply seeking to improve an existing system; the goal of the pain section is to show them why the improvement is necessary and vital to their mission.
This will accomplish a couple of things for you.
Firstly, it will put your audience on the bubble; in the hot seat and they will only be too happy to move on to something less uncomfortable – the next portion of your proposal maybe? This is not a place they will want to linger and moreover, they won’t want to revisit any time soon so fixing it now becomes a priority.
Secondly, your audience will recognize that you’ve truly got a handle on what their needs are; you understand them and now they can’t wait to hear how you are going to help them. It is universal law that once people believe that you understand their plight; that you can empathize with their situation; the level of trust goes up significantly – even if it’s confined to just that situation.
Now that your audience is flailing, it’s time to throw them the life vest. J
4. Show them the relief
Just like all killer proposals include a “pain” section, they all include a “relief” section. This is where you pop the bubble and cool down the hot seats by showing your audience exactly how you plan to address their pain. This is where you lay out your vision of how you intend to help them achieve their goals.
In this section of your proposal, the goal is to restate each point of the pain and address each one individually with a solution. Any solution you suggest must be long term; no quick fixes and/or band-aids. Killer Proposals are meant to show how you can eliminate problems permanently or improve existing systems to be more productive, efficient and less expensive to manage.
When you show your audience the relief, it should create a sense of urgency. They need to feel as if they would be missing the boat unless they implement what you’ve proposed immediately. They also need to feel secure that they won’t have to go through this exercise again anytime soon; this is why your proposed solutions must have long term effect.
5. Anticipate and overcome objections
Surely not everyone will see the genius in your solutions right away; you may still have to do some convincing before you get complete buy-in. Rather than tackle this situation at the appointed time, Killer Proposals address the FAQ before they come up.
What that means is that your proposal will include a section on the most obvious, popular and/or certain objections that may arise and the rebuttal to them. If you want to create a killer proposal, you must anticipate and overcome objections. This is a crucial element because it allows you to dispel any reservations that might still exist after you’ve proposed your solutions.
Additionally, when you are able to anticipate your audience’s objections and also provide an irrefutable rebuttal, the level of trust and confidence in you and your killer proposal will instantly skyrocket. Your goal here is not just to penetrate the walls but break them down completely; destroy them so that you can truly see each other.
The visual follows a simple line – first they were flailing then you threw them a life vest. They still weren’t convinced that they could swim so you built them a boat. The formula is: Pain à Relief à Overcoming Objections. That’s a killer proposal.
6. Crystallize your commitments
Now that you’ve got your audience eating out of the palm of your hand, it’s time to seal the deal. Make sure that they understand exactly what you’re going to do on this project, what they can expect from you and exactly how you intend to communicate with them throughout the process. Take absolutely nothing for granted and make certain that you do exactly what you say you will.
The key in Crystallizing commitments is to under-promise and then over-deliver. As a caveat – this does not mean that you offer light promises just so that you can blow them out of the water. Make sure that what you promise will get the job done exactly as you’ve outlined it in your proposal. Take no shortcuts when you crystallize your commitments. Your goal beyond this is to find a way or a number of ways in which you can go above and beyond the call of duty.
I don’t think I need to elaborate much on what happens when you give someone much more than they thought they were going to get. Let’s put it this way – the next time there is a project on the table, you won’t need a proposal – your word alone will do. J
7. Deliver a call-to-action
This is the part where many proposals fall short and even after a lot of effort and time – some just get left right on the table. That’s because they fail to include the final section that all killer proposals include – a call-to-action.
Once your audience has seen and heard all that you have to say, it is your responsibility to tell them what you want them to do next. The next steps might seem elementary, even obvious to you; however, do not assume the same message is channeling in the room. Tell your audience exactly what needs to happen following the presentation of your proposal.
Do you want their feedback? Do you need to pre-book a follow up meeting to discuss revisions and make changes? Does there need to be a vote? Are you seeking consensus now or later?
Whatever it is you need them to do next – clearly state it. Don’t be shy; just say it as simply as possible. Trust me; they will love you for it. There is nothing like receiving great information only to leave the room not knowing what to do with it. Make sure you deliver a call-to-action.
Just to be thorough…
I’ve just given you the 7 steps to creating a killer proposal but I didn’t want to leave out an important element that seems obvious only to me that it should be included.
Background and Bio
Every proposal you create should include a section on the background of you and your company and the bios of all the people who will be involved in the project. The reason I didn’t include this as a step is because this section can vary quite a bit depending on the situation. If the proposal is internal to your firm, there is no need for a bio because they already know who you are.
Also, depending on which school of thought you choose to follow, this section may come first or last. In my opinion, this section should go in the appendix section for reading at the readers’ leisure. This is because; I don’t think the background and bio play as much of a significant role in the presentation process as it does in the decision process. Addressing your audience’s needs in my view comes first. When it’s decision time, the background and bios usually help your audience to make up their minds.
Whether you put it first or last, just make sure that your killer proposal includes a background and bio section that makes you look good. J
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