When Opportunity Knocks - How to position your proposals to win

Now that October 15th is behind us, it is most likely that your practice is entering one of the best seasons for an accounting firm – “the proposal season.” So many prospective clients wait until after they receive their final tax forms or procrastinate until they can’t wait any longer to change their accounting relationship. Many firms find that the majority of their new clients will come on board between October 15th and February 15th. There are many variables that will influence your ability to win the” battle of the firms” for a new client, but positioning your proposal will go a long way towards enhancing your chances to land the client. How you package your proposal in written form may be a critical differentiator as you position your firm for success. Consider the following as you create your package:

The Fee Is Number One
Your prospective clients are no different than your current clients, and for that matter, you as well – money matters a great deal. No matter how professional your proposal looks, people turn to the fee section first. The fee is evaluated on the basis of value, not just as a raw number. Your fee will be the right number only if you succeed at conveying the value to be received. Value is not a measurement reflected by a laundry list of services. It is all about the knowledge that is made available and the method with which it is delivered.

Less Is More
Entrepreneurs are pressed for time. The more paragraphs and pages, the less likely your message will be appreciated. Draw attention to matters of emphasis by using bold print and highlights. Commit to performance standards and deadlines and make sure they are points of emphasis. Be sure to detail your specific experience. Expertise is often appreciated in terms of statistics – so for example, rather than saying you represent physicians, indicate that your physician clients represent “x” percent of your client base, practice revenues or service hours.

Customize
Include observations and potential recommendations for improvement. The more the prospect and/or client believes you have an intellectual interest in them, the more they will feel that they will be well taken care of. Charts and graphs are useful to present your observations. Recommendations should be presented in a visually appealing fashion, but should not be ready for implementation without your assistance.

Personalize
To many owners, their business is their child. Be sure to incorporate priorities that were shared with you and passions that were stressed as they relate to the business or finances. Taking note of the impact of the business on the owner’s personal life, and then communicating how your services will impact their personal life, is an important hot button.

Be Accountable
Spell out how you provide service along with time parameters for turn around and response. Share relevant success. Put yourself on the line for any failures in your service delivery model.

Winning the “battle of the firms” is about much more than the written product. The written product is a permanent reminder of the impression you made and the impression you want to leave. Doing your homework in advance and during the proposal wars is critical. For details on how we help firms win the “battle of the firms”, contact us about our targeted programs.