Maximizing Your Proposal Win Rate: 5 Essential Tips for Business Proposals

Business development and proposal writing can be some of the most daunting tasks for any consultant. To explore our business proposal templates, check out our free downloadable resources.

Over the past five years, I've developed nearly a hundred business proposals and secured numerous clients across various industries in digital, communications, and strategic planning. My proposals have come alive through decks, docs, memos, and emails. I remember putting together very few with any joy.

Of course, it’s exciting when you have the prospect of a new client or are told you’re part of an “exclusive” team working on that secret proposal. However, assembling a business proposal often becomes a repetitive cycle of tight deadlines, multiple edits, and endless requests for revisions that say, "pls fix. Thx."

While you may not be able to control the source of leads or information, simplifying the proposal writing process is possible. Here are my top five tips to streamline your efforts and boost your success rate when crafting proposals for new or potential clients:

1) Clarify the Desired Proposal Format

Ever wonder why so many proposals are formatted as extensive slide decks? It's often not the client's preference but a holdover from conventional practices. The first crucial step is to ask the client for their preferred format. Whether they prefer a detailed slide presentation or a succinct email summary, tailoring your approach to their preferences can prove your value and make the client’s life easier.

2) Establish a Personal Connection Before Submission

Starting with a phone call or Zoom can make a significant difference. Deals rarely close over email alone, and offering a visual representation of your team provides valuable context to your proposals. This approach personalizes the experience and enables you to ask important questions that will help tailor your proposal to the client's specific needs.

You can also look up the RFP point of contact or the team leading the project on LinkedIn to see your mutual connections. A warm introduction from a mutual acquaintance boosts your credibility and strengthens your proposal's standing.

If it proves difficult to establish a meaningful connection, consider whether the opportunity is worth pursuing. When a prospective client is unwilling to engage, this might indicate potential challenges ahead. While expanding your business's visibility is crucial, choosing your battles wisely is essential, particularly for younger companies. Prioritize potential clients that exhibit green flags to foster long-term, healthy client relationships. For more insights on building effective business relationships, read more about relationship-building strategies here.

3) Be Clear About Your Unique Offering

If you respond to any solicitation like an RFP, especially those you've been specifically invited to, you can expect stiff competition. Your business proposal and conversations must reflect your unique offering and why you are right for the job.

While it might be tempting to use tried-and-true templates, it is crucial to demonstrate how your specific skills align perfectly with the project requirements. For example, if you’re a web developer skilled in WordPress and Drupal, but the RFP states they would like a new WordPress website, then it doesn’t make sense to make more than a single mention of Drupal in your proposal. Talk up your WordPress skills and experience, and explain why you are the best possible WordPress agency for this new website.

4) It’s OK to Brag — Showcase Yourself

Whenever I applied to a college program or a new job (before I became my own boss), the one piece of advice I always followed was that it’s okay to brag about yourself. Apply this same approach to your proposal writing: confidently highlight your skills, team, and past successes.

Incorporate case studies and client testimonials relevant to the RFP, even if they aren't explicitly requested. Showing concrete examples of past successes can significantly enhance the credibility of your proposal, giving potential clients a clear picture of your capability and expertise.

5) Details Matter

Details matter, even the minor ones. Incorporating subtle references to the prospective client—their mission, goals, and corporate culture—demonstrates your attention to detail and commitment to tailoring your proposal specifically to them. By writing a proposal for no one else but them, you can make it seem like there is no other project they can carry out but yours.

Dale Carnegie writes, “A person’s name is, to that person, the sweetest and most important sound in any language.”Apply this principle by personalizing your proposal; include the organization’s name and key team members to make your document stand out. Even something as simple as using the client’s color palette and logo on the first page of your proposal can be better than a cover page that could be found on any other bid.

Implementing these five tips won't guarantee a perfect win rate, but they will simplify the RFP process and significantly improve your chances of success. Focusing on these details makes it easier for clients to see the effort and customization you bring, setting your proposals apart from the competition.