Tips for Structuring a Consulting Proposal Effectively

During my time at Qwilr, I’ve seen THOUSANDS of proposals. Here are 4 proposal plays that the best sellers use to close deals: #1 Lead With Problems Start your proposal by articulating your prospects' problems, ideally in their own words. Using quotes from relevant stakeholders within their organisation will grab your buyers’ attention and show you understand their problems. This immediately demonstrates that this isn’t just a generic pitch – you actually understand them and are focused on their specific issues. Doing this also puts decision-makers in somewhat of a tricky situation. They must either… 1. Disregard the opinions of their team as incorrect 2. Acknowledge they’re facing a problem, but decide not to look for a solution 3. Look for a solution (which you are providing in the rest of your proposal) Most (good) leaders will opt for the latter and will read on to better understand your offering. #2 It's Easy to Digest You MUST ensure your proposal is clear, straightforward and easy to understand. Remember, the folks who will be reviewing your proposal are incredibly busy and don’t have time to decipher endless information, searching for what is relevant for them. If your offer is easy to understand, it’s easier to say yes to. Avoid dense walls of text, and use images, graphics and interactive elements to simplify complex ideas. Always steer away from jargon. While it might showcase a level of expertise, you have to keep in mind that it’s likely a number of people will review your proposal. You need to make sure that EVERYONE will buy in. #3 Make It Relevant Buyers want to know that you’ve helped organisations that look like them, or the type of organisation that they aspire to be. Making sure that your proposal speaks to your buyers’ industry, needs, challenges and objectives will increase the likelihood of engagement Build your case by including concrete data and case studies that resonate with your client’s situation. CAUTION: It can be tempting to litter your proposal with logos and quotations from your “biggest” clients. You should not (always) do this! Instead, focus on featuring logos of similar companies or aspirational peers, not just massive brands. Remember, just because a company is “big” to you, that doesn’t mean your client will care. They want to know you can help THEM! #4 Keep Next Steps Simple It’s essential that you break down your proposal into clear, actionable steps – giving your client a roadmap on how to proceed and what will happen when they sign. You should also educate your champion on how to position the proposal to the buying committee, arming them to sell internally. Meet with them and go through your proposal, asking what needs to be removed and added (for other stakeholders) and how they plan to share it more widely. Want to send proposals that impress buyers and close deals? Try Qwilr for free at https://getqwilr.com

I’ve scored more than 40 RFP submissions in the last 90 days (media buying and/or marketing and comms.) Seriously, this is the stack and it’s about ½ of what I've read. From that- I've come up with a checklist that will stop you from writing an incomplete proposal and take you into finalist status. 1. Check. The. Boxes. Mirror the RFP structure the organization has put out and answer every prompt. If we ask for goals in your case studies, give them. Are creative examples required? Put them in. 2. Social media impressions aren’t outcomes. Stop with the vanity metrics. We need to understand if you make things HAPPEN. Show business impact: leads, lift, conversion, cost per result, CTR. 3. Prove you understand the problem. Understand the brand and the challenge before you start to write your response. Then summarize the brand challenge in their language. Bonus points for adding 1–2 data points that will direct the organization towards success. 4. Use relevant proof. Parallel case studies beat “your greatest hits” every time. I've seen the EXACT SAME examples in three of the RFP's I've scored lately- you don't know who is reading your work and may have seen your other responses. 5. Name the actual doers. Who is leading strategy, buying, creative, reporting? Don't just send a stack of resumes. And be realistic. Don't name your president when you know that appearance will be rare. 6. Methodology > vibes. If you’re “now doing buys” and not just a PR or content work company anymore OR if you're a traditional broadcast company at heart- show your process, not just results. 7. Don’t just say what you do, show how you do it. “Statewide reach” is a claim. What’s the plan that gets you there? 8. Create a Table of Contents that matches the RFP sections. And then add anything else to the TOC that you feel is important. This way you address everything we're asking for + share your bonus information on why you’re the one to do the job. 9. Put Quality Assurance into this team process like your life depends on it. Double-check. And then check again. No leftover text from another proposal. Ever. I unfortunately have seen it. If you’re writing an RFP response anytime soon: save this. Want a 1-page RFP response template? Comment “RFP” and I’ll share it. I hope this was helpful!

Crafting the perfect corporate training proposal. A Deep dive into proposal components Writing proposals is a chore. What to include? what not to include? Having written hundreds of them, here's what I include and why: 1. Executive Summary: ↳ Think movie trailer, not dry summary. Captivate with the vision, not just the facts. 2. What We Heard: ↳ Mirror their language, not yours. Show you've listened, by reflecting their words, not just their needs. 3. The Opportunity: ↳ This isn't just a gap to fill. It's a launching pad for their potential. Highlight the transformation, not just the transaction. 4. Consultation Service: ↳ Position this as a partnership, not a service. Emphasise collaboration, not just consultation. 5. Approach and Methodology: ↳ Innovate, don't regurgitate. Present methodologies that are as unique as their challenges. 6. Project Roadmap: ↳ This is the journey, not just the route. Make it visual, engaging, and clear. 7. Investment: ↳ Transparency builds trust. It's not just about costs; it's about value creation 8. Terms: ↳ Make this easy to say 'yes' to. Simplify legal jargon into clear commitments. 9. The Team: ↳ Sell the dream team. Highlight unique strengths and past successes as a cohesive unit, not just individual CVs. 10. Case Studies/Testimonials: ↳ Show, don't tell. Use stories of transformation and success that resonate with their specific context. Each section of your proposal should not just inform but also engage and inspire. Think beyond the conventional and inject each part with a strategy that shows you're not just a provider, but a partner in their success. What are your top tips for great proposals? #ProgrammeBuilder #OfferActivator #BusinessDevelopment #LearningAndDevelopment #TrainingAndDevelopment #Facilitation #Workshops

One of my goals when writing proposals is to consider how the content lands with the reviewers who don’t want to read it. How can I make the content easier to read, easier to trust, and easier to score. This is especially important for complex, multi-award bids or highly technical scopes of work. As multi-tasking, overworked, heavily burnt-out humans, we crave simplicity, clarity, and (if we’re being really honest) a linked Table of Contents. Most of us are juggling too many spinning plates with too little time. Overwritten, overcomplicated proposal content just adds to the noise, and it’s costing us points. If you're tired of writing or editing it during the development process, you can confidently assume that reviewers are going to zone out while reading it. To keep them from ending up face-down on their space bar, drooling into their keyboard mid-review, consider applying a few behavioral economics principles that help reduce cognitive load and improve engagement. ✅Loss aversion: Risk mitigation is part of your value. Don’t just pitch what you offer, emphasize what your client stands to lose by choosing a less capable competitor. ✅Peak-end rule: Reviewers remember beginnings and endings most. Start strong with an opening that resonates, and close with clear, confident messaging that sticks. ✅Anchor:  Don’t wait to show your value. Lead with your strongest differentiators and reinforce them consistently to shape how reviewers evaluate all competing proposals. ✅ Objection-handling:  Don’t wait for reviewers to poke holes, patch them first. Address common doubts with proof points that resolve perceived risks with a confident, client-specific messaging. Don’t just write to check compliance boxes. Use these techniques to reinforce the client’s confidence in the value and reliability of your solution, regardless of the competition. And I know not every proposal timeline leaves space to tailor every message this way, but you don’t have to use them all at once. Start small, with just one. Layer others in as you gain more time, more comfort, and more buy-in. #ProposalStrategy #BehavioralEconomics #BidLife #CognitiveEase #WinThemes #ProposalManagement

How I landed a new client with a killer proposal: When I first started freelancing, I had no idea that I had to send out proposals. Let alone what a proposal entailed. Now I’m landing clients thanks to loads of research and doing courses like Eman Ismail’s Like a Boss. A proposal is all about creating a document that sells you. If you’re winging it (like I was) or relying on your natural charm, let me save you some time (and potential lost clients). 𝟭. 𝗧𝗿𝗲𝗮𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗹𝗶𝗸𝗲 𝗮 𝘀𝗮𝗹𝗲𝘀 𝗽𝗮𝗴𝗲 You’re not just listing services. You’re selling yourself and addressing every potential objection before it even comes up. Think of it as your highlight reel: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗣𝗔𝗦𝗢 𝗙𝗼𝗿𝗺𝘂𝗹𝗮: • 𝗣𝗮𝗶𝗻: What’s the client struggling with? • 𝗔𝗴𝗶𝘁𝗮𝘁𝗶𝗼𝗻: Why does it matter? • 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: How you’ll fix it. • 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: What success looks like. 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗜𝗻𝗰𝗹𝘂𝗱𝗲: • Introduction (brief but punchy: who are you and why should they care?) • Project scope (clear deliverables = no future headaches) • Your process (show them you’ve got a plan) • Client expectations (set boundaries kindly, but firmly) • Timeline (when you’ll deliver, and when they need to deliver their part) • Pricing and options (tiers and upsells. Make it hard for them to say no) • Guarantees (if you offer one, flaunt it) • Next steps (e.g., “Sign here, pay the invoice, and we’re off!”) 𝟮. 𝗔𝗹𝘄𝗮𝘆𝘀 𝘄𝗿𝗶𝘁𝗲 𝗹𝗶𝗸𝗲 𝗶𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 Even if you’ve already had a great chat with the client, write the proposal assuming they’ll forward it to someone who knows nothing about you. This keeps it simple, clear, and persuasive for any decision-maker. • Sprinkle in testimonials or a mini case study for credibility. • Offer 2-3 pricing tiers so their options are between you, you, and you. • Build a reusable template you can tweak for future proposals. Efficiency is your friend. 𝟯. 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 A good proposal doesn’t just sell, it also creates urgency. Keep the momentum going with these steps: • 𝗦𝗲𝘁 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗲𝗮𝗿𝗹𝘆: Tell your prospect when they’ll receive the proposal and stick to it. • 𝗔𝗱𝗱 𝗮𝗻 𝗲𝘅𝗽𝗶𝗿𝘆 𝗱𝗮𝘁𝗲: I recommend 7 days. Mention it in the proposal and your follow-ups. Urgency drives action. • 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: As the expiry date nears, send polite but confident reminders, such as: “Hey, just a heads-up, this offer expires in two days!” • 𝗝𝘂𝗺𝗽 𝗼𝗻 𝗮 𝗰𝗮𝗹𝗹: Clarify any in-depth questions on a call to avoid playing email tag. A killer proposal is part strategy, part psychology, and part presentation. Once you nail all three, you’ll be landing the kind of clients you’re actually excited to work with. 

Boost your confidence in proposal writing with Lohfeld Consulting’s 25-point checklist of best practices. A well-crafted proposal communicates your values and distinguishes you from competitors. Inspired by Lohfeld Consulting’s expertise, this checklist offers actionable steps to refine your proposal writing skills and enhance your chances of winning bids. #1 Plan Your Writing #2 Verify Compliance #3 Design Your Response #4 Plan for a Strong Conclusion #5 Focus on Your Client #6 Emphasize Responsiveness #7 Demonstrate Your Value Proposition #8 Craft High-Scoring Sections #9 Focus on Strengths, Not Just Features #10 Tell Compelling Stories #11 Incorporate Risk Management Strategies #12 Offer Innovative Ideas #13 Highlight Team Expertise #14 Integrate Quality Measures #15 Include Relevant Past Performance or Proof Points #16 Use Testimonials and Endorsements #17 Anticipate Questions and Objections #18 Seek Feedback and Revise #19 Use Clear and Concise Language #20 Use Active Voice #21 Maintain a Consistent Tone #22 Edit and Proofread Thoroughly #23 Optimize for Digital Submission #24 Use AI as Appropriate #25 Check with Writers Frequently By integrating these techniques into your proposal writing process, you can create submissions that are clear, compelling, and strategically aligned with client needs. Implementing these best practices will help you to produce winning proposals that stand out in a crowded field. Remember, each proposal is an opportunity to showcase your expertise and value, unlocking success in the competitive world of government contracting.

Here's why your proposal got ghosted. You nailed the pitch. Your contact loved it. But weeks pass. Silence. Then comes the rejection: “We’ve decided to go another way.” What happened? You wrote the proposal for one person. But decisions aren’t made by one. They’re made by a room full of stakeholders: → The CFO worried about ROI. → The CTO thinking about integration. → The Support Manager concerned about adoption. You didn’t address their concerns. And that’s why you lost. The fix? ↳ Write proposals that speak to every decision-maker. Here’s how: 1/ Identify all key stakeholders. 2/ Anticipate their priorities and objections. 3/ Create proposal sections tailored to each role. It’s called the Stakeholder-Centric Proposal Approach. And it turns “Let me check with my team” into “Proposal accepted.” Because the secret to winning? Make everyone feel like the proposal was written for them. Found this valuable? ♻️ Repost to your network 🔔 Follow Surabhi Shenoy for more CEO insights -- Want to become the CEO your growing business deserves? 𝗝𝗼𝗶𝗻 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 —my Free Weekly Newsletter trusted by 1200+ Founders and CEOs. Every Thursday, I share 1 actionable tip to grow your business, increase its valuation, and have fun doing it. 🎁 𝗕𝗢𝗡𝗨𝗦: Get instant access to my 'Rapid Growth Playbook' (27 exclusive growth cheatsheets) Click "𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿" link at the top of this post👆

💡Product Redesign Proposal: Structure & Tips When preparing a redesign proposal as a document that you will share with stakeholders, it's important to cover 6 key areas to ensure that your recommendations are both comprehensive & actionable. 1️⃣ Introduction ✔ Purpose: Clearly state the purpose of the redesign—why the business should invest time and money in it and what it will help the business achieve. ✔ Scope: Define the scope of the project. What parts of the system design will be addressed? 2️⃣ Current state analysis ✔ UX audit findings: Summarize the findings about current product design from the audit (https://lnkd.in/dic8hYYt). This can include user research and discovery, heuristic evaluation, and results of usability testing. ✔ Pain points: Identify the main pain points and issues with the current user experience. ✔ Competitive analysis: Briefly compare the current experience with competitors to highlight areas for improvement. 3️⃣ Design principles & goals ✔ Principles: Outline the core design principles that will guide the redesign (e.g., simplicity, accessibility, consistency). ✔ Goals: Define specific, measurable goals for the redesign (e.g., reduce drop-off rate by 20%, increase task completion rate by 15%). Use RICE framework (https://lnkd.in/drQww4fm) to prioritize features. 4️⃣ User journey map(s) Develop journey maps to illustrate user interactions with your product and identify key moments in a journey that could be improved with redesign. When communicating this information, reference the measurable goals you defined in the previous step. A quick guide on how to create a user journey map in FigJam (https://lnkd.in/djJR6by8) 5️⃣ Proposed solution When communicating new designs to stakeholders, try to avoid using low-fidelity wireframes because wireframes can easily create an impression of unfinished design. Not all stakeholders understand how grey boxes and arrows will translate into pixel-perfect design. Instead, rely on high-fidelity mockups for the new design. Highlight the three aspects of your solution: ✔ Information architecture improvements. This can include a sitemap, navigation structure, and content hierarchy. ✔ Interaction design: Detail the proposed interaction design changes, including user flows and interaction patterns. ✔ Visual design: Improvement of visual design, including color schemes, typography, and imagery. 6️⃣ Implementation plan ✔ Roadmap: Provide a timeline for the redesign project, including major milestones and deliverables. ✔ Resources: Identify the resources needed for implementation, including team members, tools, and budget. ✔ Risks and mitigations: Highlight potential risks and your plan to mitigate them. 🖼️ Redesign tips by Taras Bakusevych #UI #uidesign #productdesign #design #ux #uxdesign #redesign

Your proposal got skipped because it wasn’t skimmable. Most VAs write proposals like essays. Dense paragraphs. Walls of text. A whole novel about what they can do. And busy founders? They’re reading on their phone. Between meetings. In the Uber. Right before bed. If your proposal isn’t built for that, you’re losing before they even finish reading. Here’s what VAs who are strategic partners know: Proposals don’t win on volume. They win on clarity. Your proposal needs to do three things fast: → Prove you understand the problem → Show you have a clear solution → Make it easy to say yes That’s it. No fluff. No filler. No five-page breakdown of your entire work history. Here’s the framework: → Hook them in under 20 words with their outcome → Mirror their need so they know you actually read the RFP → Validate the pain without making it about you → Promise one result in one sentence → Show your game plan in three bullets max → Offer the upsell when it makes sense → End with a direct ask that creates reply intent One page. Skimmable. Built for mobile. This is how you stop losing proposals to VAs who know how to structure for decision-makers who are moving fast. The full breakdown is in the graphic. Use it on your next pitch. —Monica #TheVAGodmother 🪄 #AskMonicaAnything #TheGlowLab