Chapter 23 Proposals

1. Chapter 23Proposals

2. Learning Objectives • Understand the persuasive purpose of proposals • Understand the expectations of people who read proposals • Differentiate between solicited and unsolicited proposals • Differentiate between formal and informal proposals

3. Learning Objectives (continued) • Understand the different functions of planning, research, and sales proposals • Write an informal proposal • Write a formal proposal

4. Proposals A proposal attempts to persuade an audience to take some form of action: to authorize a project, accept a service or product, or support a specific plan for solving a problem or improving a situation.

5. Audience and Purpose Considerations • Proposals are written for an audience of decision makers and need to fulfill these persuasive tasks to reach this audience: * Spell out the problem clearly and convincingly. * Point out the benefits of solving the problem. * Offer a realistic, cost-effective solution. * Address anticipated objections to your solution. * Convince your audience to act. • The singular purpose of a proposal is to convince your audience to accept your plan.

6. The Proposal Process The basic proposal process can be summarized like this: Someone offers a plan for something that needs to be done. This process has three stages: • Client X needs a service or product. • Firms A, B, and C propose a plan for meeting the need. • Client X awards the job to the firm offering the best proposal.

7. The Proposal Process (continued) The client will award the contract to the firm that meets the following criteria (and perhaps others): • understanding of the client’s needs, as described in the RFP (request for proposal) • clarity and feasibility of the plan being offered • quality of the project’s organization and management • ability to complete the job by deadline • ability to control costs • firm’s experience on similar projects • qualifications of staff to be assigned to the project • firm’s performance record on similar projects

8. Types of Proposals Proposals may be either solicited or unsolicited. Solicited proposals are those that have been requested by a manager, client, or customer. Unsolicited proposals are those that have not been requested. Proposals may also be informal or formal. Informal proposals can take the form of an email or memo (if distributed within an organization), or a letter (when sent outside of an organization). Formal proposals take on the same format as formal reports.

9. Types of Proposals (continued) The three main types of proposals, whether solicited, unsolicited, informal, or formal are: • Planning proposals, which offer solutions to a problem or suggestions for improvement. • Research proposals, which request approval (and often funding) for some type of study. • Sales proposals, which offer services or products and may be either solicited or unsolicited.

10. Elements of a Persuasive Proposal The following are the parts of an effective proposal: • A forecasting title or subject line. Announce the proposal’s purpose and content with an informative title for a formal proposal) or with a subject line (in an informal proposal). Be specific, not vague. • Background information. A background section can be brief or long, depending on the proposal:

11. Elements of a Persuasive Proposal (continued) • Statement of the problem. The problem and its resolution form the backbone of any proposal. Show that you clearly understand your clients’ problems and their expectations, and then offer an appropriate solution:

12. Elements of a Persuasive Proposal (continued) • Description of solution. The proposal audience wants specific suggestions for meeting their specific needs. Their biggest question is: “What will this plan do for me?”

13. Elements of a Persuasive Proposal (continued) • A clear focus on benefits. Do a detailed audience and use analysis to identify readers’ major concerns and to anticipate likely questions and objections. Show that you understand what readers will gain by adopting your plan:

14. Elements of a Persuasive Proposal (continued) • Honest and supportable claims. Because they typically involve expenditures of large sums of money as well as contractual obligations, proposals require a solid ethical and legal foundation. • Appropriate detail. Vagueness in a proposal is fatal. Spell everything out. • Readability. A readable proposal is straightforward, easy to follow, and understandable. • A tone that connects with readers. Your proposal should move people to action. Keep your tone confident and encouraging, not bossy and critical.

15. Elements of a Persuasive Proposal (continued) • Visuals. Emphasize key points in your proposal with relevant tables, flowcharts, and other visuals, properly introduced and discussed. • Accessible page design. Yours might be one of several proposals being reviewed. Help the audience to find what they need quickly. • Supplements tailored for a diverse audience. Various reviewers are interested in different parts of your proposal. Provide what they need. • Proper citation of sources and contributors. Whenever appropriate you need to credit key information sources and contributors.

16. Elements of a Persuasive Proposal (continued) • Introduction. From the beginning, your goal is to sell your idea—to demonstrate the need for the project, your qualifications, and your clear understanding of the problem and procedures. • Body. The main goal of this section is to prove your plan will work. Here you spell out your plan in enough detail for the audience to evaluate its soundness. • Conclusion. The conclusion reaffirms the need for the project and induces the audience to act. End on a strong note, with a conclusion that is assertive, confident, and encouraging—and keep it short.

17. Guidelines for Proposals Keep the following guidelines in mind when writing a proposal: • Understand the audience’s needs. • Perform research as needed. • Credit all information sources and contributors. • Use an appropriate format. • Provide a clear title or subject line and background information. • Spell out the problem (and its causes). • Point out the benefits of solving the problem. • Offer a realistic solution.

18. Guidelines for Proposals (continued) • Address anticipated objections to your plan. • Include all necessary details, but don’t overload. • Write clearly and concisely. • Express confidence. • Make honest and supportable claims. • Induce readers to act.

19. Review Questions 1. What is a proposal? 2. Who is the audience for a proposal? 3. What is the purpose of a proposal? 4. What are the three stages in the proposal process? 5. What is the difference between a solicited proposal and an unsolicited proposal? 6. What is a planning proposal? 7. What is a research proposal?

20. Review Questions (continued) 8. What is a sales proposal? 9. What are the four initial parts of a proposal? 10. Why are honest and supportable claims especially important when writing a proposal?