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Proposal
Writing — A Golfer's Perspective
By Jane Watson
Two
of my passions are getting increased attention—golf and
proposal writing. Now, the growing numbers of golfers—male
and female—is understandable given the social and competitive
aspects of the game and the Tiger Woods' phenomenon. But why
is proposal writing receiving more attention? Simple—it
relates to the changing way we are doing business.
Many
companies have downsized. This, in turn, has led to an increase
in the number of people who have opted into consulting or
small business fields. Therefore, there are a greater number
of suppliers able to provide similar products/services.
To ensure they get the best pricing and support, purchasers
are now requiring vendors to submit proposals.
In
addition, government mandates now require staff not only
to put potential vendors through an exhaustive tendering
process but also to be able to prove their own delivery
of programs is cost-effective. What this means is that proposal
writing is fast becoming an art and a requisite for successful
business people.
But
why mention golf and proposals in the same article? What
can they possibly have in common? The answer came to me
last week just after I had finished an extensive proposal
and had rewarded myself with a trip to the links.
The
secret to a good proposal is to start by addressing
the audience. Open with your understanding of their
needs or problems. This section can be long or short,
but it must be direct. It shouldn't hook or slice into
concerns the reader doesn't know he has.
- As
you approach the green, carefully select the appropriate
clubs—the ones that work for you. Heed the advice
of the other players but know what you can deliver and
keep focused on what is required. After all, you're the
one who has to make the shot.
A
colleague recently shared with me a proposal based on
an RFP (Request for a Proposal) that was submitted by
his company. I don't believe it will succeed. The response
was writer-focused not RFP-driven. In other words, the
writing team spent too much time bragging about what
they wanted to deliver rather than focusing on how they
could give the reader what he requested.
-
When
you are on the green, take your time. Watch the lie; putt
cleanly and boldly. And, at the end of the hole add up
your strokes. Be honest.
As
you come to the end of the proposal, include the time-frames
and the costs clearly. Don't include deadlines you can't
meet or complicated pricing. You'll lose your credibility
for future jobs.
-
Outside
the clubhouse, look around you. Who is ready for the game?
What are their chosen tools? Steel or graphite shafts?
Alloy or titanium heads?
Do
the chosen clubs reflect the golfer's skill? Are they
right for that particular course? A high-tech driver is
overkill on a short par three hole.
When
you are finished your proposal, add the appropriate window-dressing.
Too much glitz will cause your readers to wonder if you
are masking a lack of substance. On the other hand, too
little attention to the cosmetic aspects—the title
page, table of contents, binding, etc.—will convey
a lack of attention to details that may carry over into
the actual work. Remember a strong, steady game will give
you long-term success in both the proposal writing and
golfing fields.
©2006,
Jane Watson is dedicated to advancing business communications.
She is a consultant, author, keynoter and trainer and can
be reached at jane@jwatsonassociates.com
or (905) 820-9909.
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