Presentation on "Best practices for estimates, proposals and RFPs" by Ilise Benun http://marketing-mentor.com to the November 7, 2012 meeting of the Professional Independent Communicators group of IABC/Toronto http://pictoronto.com

1. Best Practices for
est act ces o
Proposals, Estimates and
RFPs
With
Ilise Benun

2. We help
creative professionals
promote and price th i work.
t d i their k

3. Ilise Benun
Ilise Benun
• Specialize in creative
professionals
• Full-time mentor
• Many, many speaking g g
y y p g gigs
• Author of 7 books

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

5. Definitions
• Estimate
• Proposal
• RFP (Request for Proposal)
• Specs document or blueprint

6. A Proposal Is Not
Not…
• Your proxy
• A contract
• The first time the prospects sees $$

7. Part 1:
Should You Do The
Proposal?

8. When th
Wh they say….
Can you send a proposal?

9. Rules/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 many others are bidding?
• Can you meet with the decision-makers?

10. It’s th littl thi
It’ the little things…
“The client reported back that they chose my firm
because I demonstrated that I understood th sector
b d t t d th t d t d the t
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 y
phase would take. I guess the other designers didn’t do
that.”
Julia Reich Julia Reich Design
Reich,

11. What about RFPs?

12. Part 2:
Anatomy of a Proposal

13. A Winning Proposal Is
Is…
• Your argument for why you’re the best fit
• Tailored to your prospect
o r
• Ordered for their POV
• Eas to read visually interesting
Easy read, isuall
• An example of your work

14. A Winning Proposal Has
Has…
• Cl
Clear explanation of process
l ti f
• Relevant samples
• Vi
Visual timeline
l ti li
• Regurgitation of their objectives/goals
•YYour recommendations/ideas
d ti /id
• Enthusiasm
• P f th t you’re th perfect fit
Proof that ’ the f t
• Clear pricing

15. Part 3:
How to Present the
Proposal

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

17. Part 4:
How to Close the Deal

18. Questions to close the deal
• Ask if they have questions
• Ask if the ’re read to move forward
they’re ready mo e for ard
• Propose the next step
• Gi e them a timeframe
Give
• Ask when they’ll decide
• Ask for the advance

19. “We only have one slot left in our project
calendar this month and
Id
I’d be happy to hold it for you if you can
let me know by Friday.”

20. If you don’t get it
don t it…

21. Get feedback
G t f db k
Take it with a grain of salt. As I said, everyone honestly liked your
samples.
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
wouldn’t like,
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 Design

22. Set
S t up a G
Google Al t
l Alert
“Check out this post that
references your competitor on
an industry blog.”

23. That s it
That’s it. Questions?

24. Special offer
on
Copywriter’s
py
Proposal
Bundle
US$99
$20 off if you
buy it tonight

25. www.marketing-pricing-guide.com www.creativeguidetomoney.com

26. Free session

27. Free tips
www.marketing-mentortips.com
k i i

28. June 22-24, 2013
J
In San Francisco
www.CreativeFreelancerConference.com
www CreativeFreelancerConference com

29. Contact
Email: ilise@marketing-mentor com
ilise@marketing-mentor.com
Phone: (201) 653-0783
Online Store:
www.marketing-mentor-toolbox.com
Blogs:
g
www.marketingmixblog.com
www.creativefreelancerblog.com
Podcasts:
d
http://marketingmentor.libsyn.com/
Twitter:
http://twitter.com/MMToolbox or @MMToolbox
Facebook: http://www facebook com/pages/Marketing-
http://www.facebook.com/pages/Marketing
Mentor/178441188839486