Best Practices for Design Proposals

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advice, accountability and assistancefor creative businessesadvice, accountability and assistancefor creative businesses

Best Practices for Proposals

with Ilise Benun @MMToolbox


Ilise Benun• Mentor and business coach to

creative professionals

• Host/Co-Producer of Creative FreelancerBusiness Conference(May 12-16 in Boston)

• Author of 7+ books


www.creativeguidetomoney.com

www.marketing-pricing-guide.com


1. Positioning = clarity2. What is a Proposal, RFP, Estimate?3. Anatomy of a proposal4. How to present your proposal5. Resources

Agenda



Part 1:Your Positioning


• What you offer• For whom• How you are different• It all starts with positioning: Who

are you talking to?• Your proposal is the marketing tool

that makes the argument.

Positioning = clarity


Even if your positioning is:

We bring a fresh perspective every

time.














Part 2:Proposals, RFPsAnd Estimates


Definitions

• Estimate• Proposal• RFP (Request for Proposal) • Specs document or “blueprint”


A Proposal Is Not…

• Your proxy• A contract• The first time the prospects sees $$


But it can be…


Types of proposals

1. Simple one-page agreement (for ongoing clients)

2. Small (2-3 pgs for prospect who’s already sold)

3. Medium (3-10 pgs for new prospect or client selling you up the chain)

4. Large (10+ pgs for major projects for ideal clients with relevant samples, as customized as possible)


Basic elements of all proposals1. Description—what they need and

what you are proposing to do2. Deliverables—what they get,

when, how many, etc.3. Costs—creative fees + expenses,

expressed as ranges 4. Timeline—realistic production

schedule5. Sign-off—the client’s approval of

agreement


Optional elements

• Information about you and/or your firm.

• Relevant samples. • Client References. • Client responsibility.• What else?


It’s a lot of work. So when they say….

…should you?

Will you send us a proposal?


What are your criteria?

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


Questions you must ask…• What are the goals of this project?

• What is the specific objective?• How will you measure success?• Who is the main decision-maker?• Where is the content coming from?• How much research will be

necessary?• Are there specific technologies you

do or do not want used?• Have you ever done something like

this before? If so, what?


A Winning Proposal is…

• Your argument for why you’re the best fit • Tailored to your prospect• Ordered for their POV• Easy to read, visually interesting• An example of your work


Best Practices Checklist

Custom cover letter Understanding of their

objectives/goals Clear explanation of process Visual timeline Your recommendations/ideas Relevant samples Proof that you’re the perfect fit Clear pricing Enthusiasm


Presenting the Proposal

• In person (or via phone/Skype)• In real time• Respond to objectives• End by closing the deal


Questions to close the deal

• Ask if they have questions.• Ask if they’re ready.• Propose the next step.• Give them a timeframe.• Ask when they’ll decide.• 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 let me know by Friday.”

Create some urgency


It’s the little things…

“The client reported back that they chose my firm 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

phase would take. I guess the other designers didn’t do that.”

Julia Reich, Stone Soup Creative


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 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 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.

If you don’t win, ask for feedback.



Questions?



To get this PPT and/or a Sample Retainer Agreement, email me:[email protected]

http://marketingmentor.libsyn.com/how-to-put-your-existing-clients-on-retainer

http://marketingmentor.libsyn.com/how-to-put-your-existing-clients-on-retainer


NEWVolume 2Includes:9 new proposals +Best Practices Checklist

Find it in Mydesignshop.com


Free Session



www.creativeguidetomoney.com

www.marketing-pricing-guide.com


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

http://www.marketing-mentor.com/



Thank you.

Date post:	08-May-2015
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