A great proposal can be the deciding factor in gaining a new client and the sole reason for losing out on a fabulous project. Follow these steps and you are on your way to securing projects that appeal to you and have an impact for your new clients.

When reading the RFP (request for proposal) pay special attention to the deadline for submittal as well as any special requests or instructions noted within the text. These special requests may be a specific subject line, if the proposal is submitted online. It may be to use a certain type paper or include additional copies if submitting hard copies. An omission can get your proposal tossed out before it’s even fully read. Always save a copy of each RFP for reference and highlight the key areas that you must address in the proposal so nothing is overlooked.

These tips are primarily for submitting your proposal to the prospective client via email since, as virtual assistants, this method is most common in our industry.

1. Never send attachments in the initial proposal unless instructed to do so. Put everything needed to make a decision in the body of the email. People are hesitant, even when anticipating proposal replies, to open attachments from those not known to them. If you feel strongly about sending an attachment introduce it in the initial email and say that you’ll be sending this under a separate email to follow or clearly indicate what and why you’ve included an attachment.
2. Be clear, concise, and to the point with your proposal. Prospective clients may receive upwards of 50 responses so they will often skim to find key points in a proposal as they weed through the responses. Think quality, not quantity when determining how much to write. This isn’t the time to be wordy. Be selective with each word you choose and its contributive value to what’s been written. Each word must earn its place in the proposal.
3. It’s good form to thank the prospective client for the invitation to submit a proposal for their project. In the opening paragraph be certain to state where you saw their RFP. It’s not uncommon for a prospective client to request proposals from more than one source. This helps the individual know, for future reference, where they got the best responses and candidates.
4. In the second paragraph, concisely state about you/your business and how the client can expect to experience the impacts/benefits/results from securing your business services. This focus must be on the prospective client’s needs first and then describe your firm’s capabilities to meet these needs. This is where you speak of your experience doing the tasks outlined in the RFP. Allow the wording of the RFP to guide you in what you include. Please don’t make this a laundry list of everything you know how to do because unless each of these skills are requested in the RFP it won’t mean anything. Be relevant. Speak in terms of results and outcomes for similar projects you’ve completed.
5. Include the specifics of the proposal. Be clear about what’s included and what will be performed. Include rates or estimated projections for this project.
6. Note any considerations to this proposal. Does this proposal have an expiration date? Will you be bringing in additional colleagues to execute specific aspects of the project? Share an anticipated completion date, if applicable, for short-term project work. Disclose this type of information here.
7. Include a call to action in your closing paragraph. Invite the prospective client to “call you for further discussion”, “to ask questions”, “to schedule an appointment to get started,” “to reply with ‘Yes!’ in the subject line to get started with you” whatever feels appropriate for the type of proposal you’re writing.

Your proposal is the first impression you make with a prospective client. Watch for typos and adapting too casual of a writing style. Use clear, thoughtful explanations of how your business is uniquely suited to meet the client’s needs. In the end the prospective client is focused on looking for these four things in every proposal they receive:

1. He wants to know you have an understanding of his needs and possess the experience to complete his project(s).
   
2. He wants to know what expertise you bring to his projects.
   
3. He wants to know, briefly, about similar projects you worked on and any positive results you’ve achieved for these clients.
   
4. He wants to know your fees and how you justify the amount your proposing. Be specific so he knows what spending this money gets him in return.