Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

There are a number of activities you can engage in after you have submitted the proposal. Some of these are ongoing steps in the sales process. Others are intended to help you improve your next proposal. Both kinds of activities should be a regular part of your postsubmission regimen.

Sometimes government bids prohibit you from communicating with the contracting officer after a certain date. Attempting to do so could disqualify you from competition.

Following Up with the Prospect

In the private sector, and even in some government bids, contacting the decision maker after your have submitted your proposal is not a problem. In fact, it's a good idea. Maintaining open communication after submission may help win the deal, since it can be an opportunity to begin closing the deal and negotiating terms. The kinds of communications to use in following up with your client include:

• Confirmation and clarification

• "Best and final offer" (BAFO) and other negotiations

• Presentations

Confirmation and Clarification

Immediately after your proposal has been submitted (allowing time for it to arrive and for the client to read it, of course), call the client's office and confirm that the proposal arrived on time. If you can reach the decision maker, this is a good opportunity to "confirm and clarify" basic facts about the decision process:

• Ask if the evaluation team has any questions.

• Ask the name of the person to contact for information about the final decision.

• Ask about the evaluation process, the people involved, and the decision timeframe.

• Ask if there will be any intermediate steps—a "finalists" list, for example, or an opportunity to present in person.

If you do receive requests for clarification of your proposal, questions about your terms and conditions, or other factors that suggest buying interest, respond quickly.

Best and Final Offer (BAFO) and Other Negotiations

Sometimes you will be notified that you have made the short list. At that point, the customer may want you to submit your "best and final offer." In such a situation, you should prepare a supplemental proposal and/or presentation that summarizes your offer. Stress the value proposition at this stage. The temptation is to cut your price in an effort to sweeten the deal, but in reality you may do just as well to look for opportunities to supplement your offer with additional value-added services—free training, or an extended warranty, or customized documentation. Cutting your price too quickly and too much suggests that your original price wasn't realistic to begin with and may encourage the decision maker to put even more pressure on you for concessions.

Presentations

Seek and welcome the opportunity to present your solution in person. Getting in front of the decision team or selection committee is always desirable.