Selling Your Work

How To Write a Winning Proposal

by Nigel Gordijk

Even these days there are many clients who may not understand some of the expressions that we take for granted because we use them every day. Explain to them in layman's terms what a server is, the purpose of a site map, what a content management system is. It may be useful to explain the different technologies you'll be using - basic HTML, Java Script, Perl, ASP, etc.

Make the language accessible, as clients can feel intimidated by technology. You can use this as an opportunity to show them that they'll be comfortable working with you.

Very rarely will you find a client who will pay you on time, so it's up to you inform them at what stages during a project you want to be compensated. I unusually break down my required fee schedule into three equal parts: one third when the Project Brief is signed off; one third when the design direction has been agreed and signed off; and the final third upon completion.

There are designers who insist on the first portion of their fee before the Project Brief is agreed. However, some clients are wary of shelling out before they've seen any work from the designer - even if it's written and not creative. Play it by ear to gauge how twitchy the client is about this and then decide if you're willing to compromise.

Provide a timeline for the project, listing dates for the various stages of delivery, how long the client has to provide feedback, all the way up to final acceptance and sign off. This is important to show that you are focussed on reaching a goal and a deadline.

Point out that although this is a provisional timeline - the final one should be in the Project Brief - any deviation from it by the client may have repercussion on your ability to complete the project in time. How many times has a client made eleventh hour changes or changed the brief but still expected you to meet the agreed deadline? This is one way of showing that the client has as much responsibility for the success of the project as you do.

Thank the client for the opportunity to provide a proposal and tell them that you're sure you can meet all their requirements. You could also briefly mention what differentiates you from other potential suppliers.

Mention the key personnel who will be involved with the project, giving their names and job titles. Give a brief professional biography for each team member concentrating on relevant previous experience. If you are partnering with someone else for the project, then use this opportunity to describe briefly how you have worked together before.

Make it clear which member of your team is the primary contact for when the client has general queries. For specialist queries - such as design or development - you may want to point out whom they should contact.

Give every possible method of contact - postal address, office 'phone, email and Web address. Mobile 'phone numbers are optional, but include them if they are the easiest way to reach you. Even after I've provided what I thought to be a concise proposal covering every possible scenario there have been clients who have had further questions or wanted clarification. When this happens to you, don't brush them off - if they're taking the time to call you then you're still in the running.

If you have any case studies that are relevant to the client's industry or to this project you should include them here, but no more than three or four. Each case study should be no longer than a single page.

You've slaved for hours on your masterpiece - but don't send it just yet. First, there are a few things you need to do.

Run it through a spellchecker. Nothing looks more unprofessional than poor spelling and grammar. Not only are you a great designer, developer or project manager - you also know how to communicate.

Another person may pick up on things that a spellchecker won't, i.e. correctly spelt words that have been placed out of context.

It's probably best to find out if the client wants a printed or digital version of the proposal. If you're emailing it, make sure it is in a format that can be opened. Contact the client if they can read PDFs or if they prefer a Microsoft Word.

Once again, say thank you for the opportunity to participate in the proposal process and tell them that they can contact you for clarification if necessary.