You spent hours brainstorming and writing your proposal to be a speaker at an industry conference. It was accepted and so now you get to spend even more hours creating and rehearsing your seminar and going to the conference. Here are a few ideas to make sure your investment pays off:

• If speaking is one of your tactics to build your business, invest in an interesting and memorable photo and a well-written bio so that people notice your offering.
• Have a “sexy” title for your seminar. Change “Discussions about business structure: LLCs, S Corps and C Corps” to “The One Decision that Can Save you $100,000 in Taxes: Choose the right business entity.”
• Publicize your seminar to conference participants through a pre-conference postcard or email.
• Publicize your seminar on your web site and to your current clients. Being a speaker at a conference builds credibility.
• Choose one topic and explore it thoroughly rather than an overview of everything you know. Most conference participants want hands-on information rather than theory.
• Choose an interactive format. After attending two lectures with PowerPoint, your program will be a refreshing change.
• Stay at the conference. As a speaker, you will run into your participants. If people stay after your program to ask questions, suggest dinner or drinks.
• Get their business cards. Offer to send a newsletter or another helpful piece of information you think they’d find useful.
• Most important: Follow up. Continue to build relationships year round.

Companies spend hundreds of hours writing and submitting proposals. Some are responses to RFPs, some are ideas for services they are pitching, and some are “relationship proposals” when a client or potential client is considering a project and wants to see a proposal.

Many, if not most, of the proposals I have seen are not compelling. Too many seem to speak in French, “we, we, we,” instead of the “you” language that focuses on the potential client’s challenges and needs. Prospects are concerned about two things: the work they want done and whether or not your firm is capable of doing it to their satisfaction. For the best first impression, try the following winning proposal strategies.

Alert the Team
Set a rule that an RFP or any type of proposal request cannot sit on a desk for more than 24 hours before alerting the marketing or proposal team. You won’t put forth your best effort at the last minute.

Bring every relevant team member in on proposal opportunities. This includes marketing. If you are working to develop new business, marketing staff can do their jobs better when they understand the strategy. They can help the company develop proposal language that is customized to that industry as well as create ways to differentiate your proposal from the rest. An easy way to alert your niche group and other staff to incoming proposals is to develop a proposal log that lists the prospect, project description, date logged, key team members and deadline.

The team should quickly weigh in on whether the project is worth going after or not. This might be based on industry expertise, ROI, location or potential conflict of interest. To promote buy-in of the improved proposal process, select some go-getters to pilot it and then heavily promote their success in attracting new business. Eventually, the change resisters will wonder what the go-getters are doing right.

Reinvent the Executive Summary
Most of the time, the Executive Summary is the only section that is referred to and re-read. It should be prospect focused and address the prospect’s needs and concerns. Explain how this engagement will benefit them and eliminate their pain. Avoid mentioning your company too much; prospects don’t care that it’s been around since the Roman Empire.

One of the biggest mistakes companies make in proposals is outlining generic capabilities rather than concrete solutions that reflect a true understanding of that client’s business needs. It takes more time, but the executive summary is your primary opportunity to connect on a business and personal level with three or four relevant selling points.

Develop some standard templates such as firm history or firm story, bios, case studies, table of contents, appendices and indexes to assist with quick assembly and a sharp, branded presentation.

Research Thoroughly
When interviewing prospects, almost all of them will say that fee is an issue. This is only true if you haven’t made them feel that they want you. By drilling down during your interview process – from the CEO to the controller to key project team members, you will begin to learn what they really want. It could really be continuity of personnel, more industry expertise or responsiveness.

Ask about challenges on previous projects. Find out what they liked and didn’t like about working with other service providers. Your proposal can then address solutions to those challenges and weaknesses.

To improve the look of your proposal, assemble copies of proposals from other companies and industries and adapt their strengths as your own, whether it’s graphics or content flow. Ask for permission to use the prospect’s logo in your proposal for a more custom look.

Leverage References/Testimonials
Make sure references are current and in a similar industry. Prospects like to see clients who have used the same service. Testimonials and case studies are also a great way to talk about your company without speaking in French. Call references in advance of submitting the proposal so they can anticipate a call and engage with familiarity. Provide between four and six to ensure that the screening committee can reach at least a few of them quickly.

Stay in Touch
Have marketing staff call a project committee member regarding the winning or lost proposal to gain feedback for improving your next proposal. Plan a follow-up call about 15 months later if you didn’t get the project. By that time, they might be ready for a change.

If you won, take time to celebrate.

Proposal Quick Tips

• Follow requested RFP standards to the letter. If they require 12-pt Times Roman, use it even if it doesn’t fit your branding.
• The brain comprehends graphics 5-7 times faster than text; tell your story with graphs, charts and timelines where appropriate.
• Keep it short, less than 20 pages; the ideal length is 10-14 pages.
• Hand deliver your proposal in an eye-catching package and introduce yourself.
• Avoid mailing on Fridays because Mondays are busy.
• If you are presenting to the client, take time to rehearse as a team.
• Send a follow-up thank you note.