In an ideal world, your business would be judged on the quality of your service. However, humans are visual creatures. A nicely designed business proposal suggests 3 things:
- You are a true professional
- You pay great attention to detail
- You take pride in your work
The three things above increase the likelihood of winning work. They are critical indicators of a reliable business. Think about it: if someone doesn’t care about their business, how would they care about yours? The contents of your proposal are vital, but the design can ‘seal the deal’.
I suffer from a serious case of no-artistic-talent-itis. If you suffer from the same condition, don’t worry. I will share some easy to follow design principles and tools so that your business proposal jumps off the page.
1) Less is more
I often come across business proposals which look to be targeted at kindergarteners. They use multiple fonts and colours. There are far too many design elements. As a result, digesting the information becomes a challenge. I quickly give up and throw it in the bin. The moment your proposal looks like a Hawaiian shirt, it becomes difficult for potential clients to focus.
Your business proposal shouldn’t have more than 3 fonts. 1 for headings, another for the main text, and one for testimonials and comments.
Remember, if your proposal isn’t read and understood, it won’t persuade anyone. All that work putting it together would have been for nothing.
2) Visuals seal the deal
You can use visuals to condense information and make it more attractive. For instance, instead of sharing testimonials as text you could include headshots, logos, and images of the work carried out. Seeing is believing. And when business people believe in something, the cheque book comes out.
If someone was to scan through the images on your business proposal would they understand what you are proposing, how you plan on accomplishing it, and evidence that you are the right person for the job? This is a good litmus test for a nicely designed proposal.
3) Add interactive elements
If you have any videos, data from past work, or audio testimonials consider including them in your proposal. Reading through a pile of proposals can be boring, and so providing information in an audio-visual format can help you to stand out, highlight your key strengths and show that you are the right person for a project. Plus, it shows that you are willing to go the extra mile.
There are several tools out there for creating interactive business proposals. Personally, I choose to use Qwilr because it enables me to quickly copy and paste my proposal text and select from a wide range of templates to find one that fits the project I’m applying for. Plus, the moment the client opens my proposal I get an email so that I can follow up in a timely manner. A number of clients have commented on how the quality of my proposal grabbed their attention and helped to seal the deal. Another option is to use PowerPoint proposal templates. I don’t think they have the same impact, but they can work well if you have have a design background and enough time to perfect the design.
If you choose to create an interactive proposal, I would also suggest that you make a standard pdf version because some companies block external links. By attaching a pdf and linking to an interactive version, you are covered.
4) Proofread
I know that this is an article about good design. However, a poorly written proposal negates the benefits of good design. Your proposal isn’t a novel. It also isn’t an opportunity to showcase your extensive vocabulary. The moment they need to have a dictionary handy to understand it, you have lost their attention. I use Grammarly as part of the editing process. It is a free tool which checks your punctuation, grammar and word choices.
Your proposal should be short enough to keep things exciting and long enough to cover the vital points. While editing, read the proposal out loud. This enables you to spot opportunities to rephrase sentences. A good proposal flows smoothly. Can your client easily explain your proposal to other members of their business? If so, you have hit a home run.
Editing is also an excellent opportunity to condense your proposal. Cut down any repeated points. Also, check your work for the following persuasive elements:
Social proof: Your proposal becomes much more persuasive with testimonials. If you are just starting out it might be worth cutting your rate in order to secure clients quickly and get those all-important testimonials. Three good testimonials will serve your business well for years to come.
Data-backed statements: Generic statements such as “we are determined to help you succeed” don’t move potential clients. Compare this to a statement such as “website traffic increased by 120% after company ABC worked with us”. Which one sounds more convincing?
Small commitment: Successful businesses are careful with where they invest their money. Therefore, your proposal might sound great, but they might be unwilling to make a big step. It is worth asking them to make a small commitment. For instance, instead of asking for full payment in advance ask for a 10% deposit. This makes it easier for them to say yes and gain a first-hand experience of what it is like to work with you.
Conclusion
The main reason why entrepreneurs fail to win work is that they don’t understand a potential client’s goals and business. When working with online clients, I always ask them to fill in a questionnaire. This enables me to understand their business more fully. As a result, I can produce a proposal which fits their requirements. This strategy also shows that I am interested in helping them succeed. When I win the contract, I also have sufficient information to deliver effectively.
I hope you found this article interesting, and that it helps you to win more business.
Aaron Beashel is Head of Marketing at Qwilr. Qwilr is reimagining the way you communicate with your clients, helping you make beautiful, intuitive sales and marketing documents that look impressive and integrate seamlessly with your business.
Image: Pexels