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The Best Way to Start Your Proposal

June 3, 2020 by Jim Rogers

The strongest way to begin your cover letter or executive summary is by answering the question “Why now?”

Think about this question from your client’s perspective. Why are they undertaking this project now and not later … or never?

In other words, why is this a higher priority than other endeavors on which they could be spending their money and time?

Examples of answers to the question “Why now?” include these:

  • Strengthen the community
  • Streamline processes to save money
  • Improve public safety
  • Get (and stay) in compliance
  • Make work easier
  • Heal people
  • Economic development
  • Create classrooms where kids can learn and grow
  • Make customers happy
  • Win new business
  • Take control of your professional destiny
  • Be a better leader
  • Grow market share
  • Provide affordable housing
  • Create healthy, safe workplaces.

Clients aren’t ready to listen to you talk about yourself until you’ve demonstrated that you understand something about them and their problem.

In other words, that you “get” them.

Answer the question “Why now?” early in your cover letter, executive summary, or approach section (or all three) and you will be on your way to winning more work.

There’s more about this topic in my book Win More Work: How to Write Winning AEC Proposals.

If you have an important proposal, reach out to me at Jim@SellerDoerAcademy.com. We’re here to help in whatever way we can to help you win.

Best,

Jim

Filed Under: Business Development, Interview Presentations, Professional Services Marketing, Proposal Writing, Sales, Seller-Doer

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Seller-Doer Academy is a
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(859) 321-7547
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Testimonials

“Great reminders of why it is crucial to understand how to listen to be an effective communicator.” – Michael K.
“Using a real proposal was an effective means to summarize the items Jim has been teaching over the last several months.” – Donald S.
“I needed this webinar. I have been attending events lately and I have no idea what I am doing. I plan on being a PM soon and I can use all of these little tricks to make myself stand out among the competition.” – Brian B.
“I felt the program was terrific. I like that it was interactive.” – Javier R.
“I actually caught myself interrupting a client on the phone call that preceded this webinar. Your tips of pausing before speaking would have helped. Great communication tips.” – Kevin
“I plan on using all 4 of Jim’s proposal techniques on the next proposal I am involved in.” – Diana W.
“Appreciate the tips on how to ask for referrals— great info!”—Jennifer C.
“The examples of opening a presentation were beneficial and I also agree rehearsal or practice is important, overall I thought it was a good overview and good pointers when preparing to present.” — John S.
“The seminar was a good overview of several key factors that will aid anyone in building and maintaining client relationships.” — Michael K.
“Jim had great pointers on how to name drop when cold or warm calling a potential client.” — Don S.

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