Best practices for proposals and estimates by Ilise Benun

Best Practices for est act ces o Proposals, Estimates and

RFPsWith

Ilise Benun

We helpWe helpcreative professionals

t d i th i kpromote and price their work.

Ilise BenunIlise Benun• Specialize in creative

professionals

Ilise Benun

professionals

• Full-time mentor

• Many, many speaking gigsy y p g g g

• Author of 7 books

www.marketing-mentor.com and click on “books”www.marketing mentor.com and click on books

DefinitionsDefinitions

• EstimateProposal• Proposal

• RFP (Request for Proposal)Specs document or blueprint• Specs document or blueprint

A Proposal Is NotA Proposal Is Not…

• Your proxyA contract• A contract

• The first time the prospects sees $$

Part 1:Should You Do The

Proposal?

Wh th When they say….

Can you send a proposal?

Rules/CriteriaRules/Criteria

• Are they fishing or buying? • Do they understand what they’re buying? y y y g• Are their needs clear? • Is it in your target market? • How good are your chances of winning?• How good are your chances of winning?• How many others are bidding?• Can you meet with the decision-makers?

It’ th littl thiIt’s the little things…

“The client reported back that they chose my firm b I d t t d th t I d t d th t because I demonstrated that I understood the sector

they are in better than the competition, as well as their specific branding challenges. They also appreciated

that I explained specifically how much time each p p f yphase would take. I guess the other designers didn’t do

that.”

Julia Reich Julia Reich DesignJulia Reich, Julia Reich Design

What about RFPs?What about RFPs?

Part 2:Part 2:Anatomy of a ProposalAnatomy of a Proposal

A Winning Proposal IsA Winning Proposal Is…

• Your argument for why you’re the best fit Tailored to o r prospect• Tailored to your prospect

• Ordered for their POVEas to read isuall interesting• Easy to read, visually interesting

• An example of your work

A Winning Proposal HasA Winning Proposal Has…

Cl l ti f • Clear explanation of process• Relevant samples

Vi l ti li• Visual timeline• Regurgitation of their objectives/goals

Y d ti /id• Your recommendations/ideas• Enthusiasm

P f th t ’ th f t fit• Proof that you’re the perfect fit• Clear pricing

Part 3:Part 3:How to Present the How to Present the

ProposalProposal

Presenting the ProposalPresenting the Proposal

• In person (or via phone/Skype)In real time• In real time

• Respond to objectivesEnd b closing the deal• End by closing the deal

Part 4:Part 4:How to Close the DealHow to Close the Deal

Questions to close the dealQuestions to close the deal

• Ask if they have questionsAsk if the ’re read to mo e for ard• Ask if they’re ready to move forward

• Propose the next stepGi e them a timeframe• Give them a timeframe

• Ask when they’ll decide• Ask for the advance• Ask for the advance

“We only have one slot left in our project calendar this month and

I’d be happy to hold it for you if you can I d be happy to hold it for you if you can let me know by Friday.”

If you don’t get itIf you don t get it…

G t f db kGet feedback

Take it with a grain of salt. As I said, everyone honestly liked your samples The thing that our ED seemed to keep coming back to was that samples. The thing that our ED seemed to keep coming back to was that he felt the samples were too similar – I guess because most of them involved a circular design and text set outside of it. He’d been quite nervous going into this process, worrying that whichever designer we picked wouldn’t offer any options he would like so I think his priority picked wouldn t offer any options he would like, so I think his priority was choosing someone who he felt confident would give a very wide range of design options, and he didn’t necessarily get that from your proposal.

Client of Julia Reich DesignClient of Julia Reich Design

S t G l Al tSet up a Google Alert

“Check out this post that references your competitor on references your competitor on

an industry blog.”

That’s it Questions?That s it. Questions?

Special offer on

Copywriter’s pyProposal BundleBundleUS$99$20 off if you buy it tonightbuy it tonight

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J June 22-24, 2013In San Francisco

www CreativeFreelancerConference comwww.CreativeFreelancerConference.com

Email: ilise@marketing-mentor com

ContactEmail: ilise@marketing-mentor.com

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