March 2008 Consultant's Edge

What you need to know to prepare an effective proposal

After repeated efforts, now you’ve got a proposal to prepare.  Piece of cake, right?

It can certainly be easier if you ask key questions that will increase your chance of success.  The idea is to remove as much guess-work as possible and make sure you are targeted to your client’s needs.  Some may relate to your area of specialty, but here are some ideas:

1. Do you have a budget?

This is important to determine the pricing side of your proposal.  If there is an established budget you have valuable information on scoping your effort.

2. Are there others you have asked to bid?

It’s important to know if this is a competitive bid.  If it is, there are several follow-up questions.

3. Who else is bidding?

Your client may not tell you, but it doesn’t hurt to ask and the information may be helpful.

4. Have all been given the same scope of work?

Some clients will ask for bids without providing definitive scopes.  This can set you up, for other bidders may define the effort differently, resulting in a lower price.  Even seasoned clients fall for this and pick the cheaper bid even though it may be insufficient to do everything that’s required.  The low-baller can then come back with an extra charge because of changes in regulatory requirements, or some other justification.  The point is to make sure you’re avoiding an apples to oranges competition. 

5. Who is making the decision on the selection of the consultant?

In a competitive situation it is important to know who the decision maker(s) is.  This will help you orient your proposal accordingly.

6. What criteria are to be used in selecting the consultant?

Government agencies usually make their criteria clear and the weighting given to various factors.  Private contractors may provide standards, but just as easily may not.  You need to know what is important to your client in his decision.

While all of these points are important, the most deciding factor in the selection of a consultant is trust resulting from an established relationship.  Trust will override cost in most situations, but it does matter when trust factors are believed equal.  The perception of the client is important here, not what you believe to be the case.