Proposal Writing: A Golfer's Perspective

Two areas of my life that are getting increased attention are golf and proposal writing. Now, the growing numbers of golfers -- male and female -- is understandable given the social and competitive aspects of the game and the Tiger Woods/Annika Sorenstam phenomenon. But why is proposal writing receiving more attention? Simple - it is the lifeblood of any flourishing organization.
 
In today's marketplace, there are now numerous suppliers able to offer similar products/services. Therefore, purchasers, to ensure they get the best pricing and support, require vendors to submit proposals. Everyone is looking for the "best bang for their buck." 
 
In addition, government mandates now require staff not only to put potential vendors through an exhaustive tendering process but also to ensure that the vendor's delivery is cost-effective. What this means is that proposal writing is fast becoming an art and a requisite for successful business people. 
 
But why mention golf and proposals in the same article? What can they possibly have in common? The answer came to me last week just after I had finished an extensive proposal and had rewarded myself with a trip to the links. 
  • When you approach the tee for the initial shot, you address the ball and visualize the success of your first stroke - it will travel straight down the fairway.
The secret to a good proposal is to start by addressing the audience. Open with your understanding of their needs or problems. This section can be long or short, but it must be direct. It shouldn't hook or slice into concerns the reader doesn't know he has. 
 
  • As you approach the green, carefully select the appropriate clubs-the ones that work for you. Heed the advice of the other players but know what you can deliver and keep focused on what is required. After all, you're the one who has to make the shot. 
A colleague recently shared with me a proposal based on an RFP (Request for a Proposal) that was submitted by his company. I don't believe it will succeed. The response was writer-focused not RFP-driven. In other words, the writing team spent too much time bragging about what they wanted to deliver rather than focusing on how they could give the reader what he requested. 
 
  • When you are on the green, take your time. Watch the lie; putt cleanly and boldly. And, at the end of the hole add up your strokes. Be honest. 
As you come to the end of the proposal, include the time-frames and the costs clearly. Don't include deadlines you can't meet or complicated pricing. You'll lose your credibility for future jobs. 
 
  • Outside the clubhouse, look around you. Who is ready for the game? What are their chosen tools? Steel or graphite shafts? Alloy or titanium heads? 
Do the chosen clubs reflect the golfer's skill? Are they right for that particular course? A high-tech driver is overkill on a short par three hole. 
 
When you are finished your proposal, add the appropriate window-dressing. Too much glitz will cause your readers to wonder if you are masking a lack of substance. On the other hand, too little attention to the cosmetic aspects-the title page, table of contents, binding, etc.-will convey a lack of attention to details that may carry over into the actual work. Remember a strong, steady game will give you long-term success in both the proposal writing and golfing fields.
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Your Proposal Didn't Win? Make Sure You Get Something From Losing

No matter how successful you are, eventually you will lose potential contracts. This is not always a bad thing - losing contracts can present you with opportunities to get closer to the client and get valuable feedback. It allows you to analyze what you did wrong, what was done right, and how you can improve your products, services…and proposals.
 
If you do lose a contract you should always ask for feedback and find out why you lost. Client’s are often happy to provide feedback to “soften the blow” of losing a contract. This is especially true if there was an elaborate qualification period or your proposal required an extensive amount of preparation and research.
 
Quite often, the deciding factor may be price and you may lose out on contracts where you proposed a superior product or service. Everyone who has lost a contract has been told that it was lost because they were too expensive…but how often have you been told you won because you were cheap?
 
Even if price is the primary reason, it’s good to know. It may mean that you misinterpreted the tender requirements and proposed something above the specification. Alternatively you may need to re-evaluate your pricing, or even serve to shift your focus to higher end clients who pay a premium for the products and services you offer.
 
It may be they liked another company’s track record better, they may have previous dealing with the chosen supplier, or sometimes you may not have fully addressed their concerns in your proposal. Whatever the reason, there is always something that can be learned.
 
Try and get a face to face meeting. This will enable you to get the most honest and detailed feedback possible – clients will often be prepared to say things off the record that they won’t commit to paper. You can also use the lost opportunity as a chance to get to know the client better, build rapport and start to position yourself for future contracts. Any opportunity to develop a relationship with a perspective client serves to better your business base so always take advantage of these opportunities whenever you can.
 
Remember to also ask for feedback when you win. Ask the client why you were chosen, exactly how you stood out from the rest of the field and how your proposal could have been better – check if there were any parts of your proposal that caused doubt or uncertainty with the client.
 
All of these options offer you a chance to improve your products and services, eventually resulting in more clients and better business. In such a competitive marketplace you need to grasp any potential advantage you can find. Finding out exactly why you lost makes a huge difference the next time around. Be willing to look at your faults and be prepared to change – it’s about what the client wants, not what you have to offer.
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