Here’s something we can all agree on: There’s almost always a time-crunch when it comes to writing proposals. Maybe the customer doesn’t give us much lead time (two weeks; a week; three days). Or maybe the RFP sits on someone’s desk for too long before a decision is made to go for it. Whatever the reason, the trick is to make the most of the time we do have.
One way to do that is to treat the proposal effort as a project. This means you need to make a plan, then stick to it. Here are some things you can do:
1. Prepare a proposal project schedule
When people see a schedule, the project becomes more “real”, and it’s easier to enforce the due dates. You should include the following milestones:
* Drafts. You should have at least two, and three is ideal.
* Artwork. Graphics take lots of time, and can’t be put off until the end. Set dates for drafts of the drawings, charts and photos you plan to use.
* Reviews. You need to review the drafts; each time you review a draft the proposal will improve.
* Production activities. This includes final word processing, photocopying and binding.
2. Identify key people you will need for the proposal
These will include writers, reviewers, key technical people whose expertise you will draw on. Also include any support staff you will need to put the proposal together. Finally, consider your sub-consultants; do you want them involved in the planning or writing? If so, contact them and get their commitment.
Figuring out early on who you want to work on the proposal increases the chances that they will be there when you need them.
3. Assign responsibilities
Who is going to do what? Make sure you
1) figure that out and 2) let them know!
The key player in a proposal project is the proposal manager. This person (he or she should be the eventual project manager) runs the entire show. The PM should have authority to make decisions about who will serve on the proposal project.
4. Hold a kick-off meeting
A proposal is a project! Most projects have kick-off meetings to make sure everyone’s playing to the same tune.
In the meeting you hand out the schedule, give proposal assignments, talk about your proposed approach. If you have a proposal strategy (and you should!) make sure everybody at the meeting knows what it is.
5. Get the right people on the job at the right time
You need a team of people to write a successful proposal. The emphasis here is on “team.” Each of the team members has a role to play in the process. And each team member’s strengths compensate for the other team members’ weaknesses.
The most important team member is the proposal leader. In some organizations she is the designated Project or Program Manager once you win the job.
The proposal leader should be a good delegator; she needs to be able to hold that big picture in her mind and dole out assignments that help bring that big picture together. She should also have a talent for motivating people to keep the effort going when the fatigue and weariness sets in.
Another key player is the subject matter expert. He is the opposite of the big picture person; his vision needs to be focused on his area of specialization, and he needs to be good enough at it that he can figure out the nuts and bolts of what you’re selling. He needs to be able to understand the requirements the customer has presented, and deliver the details of a solution that will meet those requirements.
You should also have a graphics specialist on board who is able to listen to what you want to say in the proposal and then prepare visual concepts that help send the message. This means they have to be good listeners, and have an open mind; pre-conceived notions will not help.
The proposal team needs to be staffed with the right combination of subject matter experts lead by someone with the enthusiasm to win. Otherwise, you’ll have a team going through the motions. And that will show in the proposal you deliver to your customer.