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What makes a winning proposal? It's more than the price.


Celebrating a proposal win during a meeting

In the world of proposal bidding, price is an important factor, but it is just one piece of the puzzle to winning a proposal. In this blog post, we'll explore why a winning proposal is more than just about price and what drives decision-makers to choose one proposal over another.

Focus on value


While price is undoubtedly a factor in a winning proposal, you will significantly improve your chances of success if you emphasize the overall value you can offer the client. This means highlighting the benefits of your service or product, how it can help the client achieve their goals, and why it's the best solution for them. By focusing on value, you show the client that you understand their needs and offer a solution that meets them rather than just trying to undercut the competition.

Understand the client's goals


Before crafting a proposal, it's essential to understand the client's goals. What do they want to achieve? What challenges are they facing? How can your service or product help them overcome those challenges and reach their goals? By fully understanding the client's needs, you can create a proposal that speaks directly to them rather than a generic proposal that could be sent to anyone. This approach shows the client that you're invested in their success, not just making a sale.


Quality of work


The quality of work is a crucial factor in the selection process. The more you can prove you can deliver high-quality work within budget and timeframes, the higher your chances of success. When evaluating proposals, decision-makers will carefully scrutinize the ability to deliver quality work.


Increasingly, companies are expected to have International Organization for Standardization (ISO) certifications, particularly ISO9001: Quality Systems.


Highlight your expertise


A compelling proposal provides details of your expertise and that you have the proven skills and knowledge needed to deliver on the promises made in your proposal. This means highlighting your experience, qualifications, and any success stories you have that are relevant to the client's needs. Doing so establishes credibility and demonstrates that you're the right partner to help the client achieve their goals.


Provide timelines


The timeline for project delivery is an important consideration that shows you can deliver on time and within the budget. A robust project plan will provide detailed and realistic key milestones, deliverables, and dates to assure the assessors you can deliver.

Show innovation


Innovation is a factor, especially for government agencies. An innovative vendor will bring fresh ideas and perceptions to the table, which can help solve problems and create new opportunities. A winning proposal demonstrates how a vendor can deliver tangible innovations.


Build a compelling narrative


A winning proposal should tell a story. It should take the reader on a journey that starts with the client's challenges, moves on to your solution and how it can solve those challenges, and ends with a clear call to action. By building a compelling narrative, you engage the reader and make it easy for them to understand why they should choose your solution over the competition.

Show your commitment


A winning proposal also shows your commitment to the client's success. This can take many forms, such as offering a guarantee, outlining a detailed implementation plan, or providing ongoing support after the sale. By showing your commitment, you demonstrate that you're interested in making a sale and building a long-term relationship with the client.

While price is important in any business decision, crafting a winning proposal is about much more than just price. Decision-makers seek value, expertise, a compelling narrative, and a commitment to their success. By focusing on these factors, rather than just trying to undercut the competition on price, you can create a proposal that stands out and wins the bid.


A professional proposal writer can help you clearly articulate all the key components of a winning proposal, We can also help you develop ISO documents. Contact us today.

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