When it comes down to it, MSPs have one goal when writing a proposal: to win business.
There are plenty of ways to improve your chances with a good proposal. However, you also could reduce your chances by focusing on the wrong things, writing unnecessarily complex or long answers, or simply being vague.
Zach Messler
“Your MSP has killer services. You know you’re right for this new client and your proposal talks all about your excellence. It’s the right way, right? Wrong,” stated Zach Messler, a messaging and product marketing expert who advises MSPs.
Small Tweaks, Big Impact
Here are nine ways to hit that sweet spot with your proposal:
1. Follow Your Clients’ Rules
Be creative, but you must adhere to basic rules. If the request has a list of requirements, your proposal has to meet them. Stay within page limits and formatting guidelines. Something as simple as going over a word count could get your proposal thrown out prematurely.
Leia Shilobod
2. Show Up in Person
Rather than sending an email, present your proposal in front of the prospect, suggested Leia Shilobod, CEO of CompliancyIT.
“Always sit with the client to review proposals,” she said. “It gives you the opportunity to explain why you’re recommending the items in the proposal, and how those items solve the problem you uncovered during the sales process.”
3. Get Specific
Ian Richardson
Once you have the attention of decision-makers in the room, differentiate yourself. The conversation in the room gives you the opportunity to customize, said Ian Richardson, founder and principal of Fox & Crow Group.
“While my presentation might be talking about the helpdesk, NOC, or security components, the conversation, stories, and impacts I’m sharing [in person] come from discovery with the prospect,” he said.
4. Be Clear, Concise, and Persuasive
Say what you mean and mean what you say. Instead of trying to include too much irrelevant information, keep it simple.
Adam Bielanski
“Focus on clarity,” advised Terry Hedden, CEO of Marketopia, an MSP marketing agency. “Make sure you explain what is and is not included, as most [MSPs] don’t. That results in lost deals or misunderstandings when you do win.”
5. Speak Directly to Client Needs
Address your prospective client’s specific challenges. “A great client proposal should focus on the client’s pain points and how your services provide tailored solutions,” said Adam Bielanski, founder and CEO of MSP+.
Go beyond listing features. Describe how you will deliver outcomes that matter to the client’s business. Make it actionable with an emphasis on ROI and measurable success.
Oli Thordarson
6. Show What’s In It for Them
Frame your value with examples of their expected outcomes. Clients are less interested in how you get there. Proving your worth requires describing it in language that resonates. Also, when needed, back up your assertions with data and statistics.
While it’s important to talk about yourself or your firm, “Don’t be braggadocious,” cautioned Oli Thordarson, founder and CEO of Alvaka Networks.
“Explain clearly what you will do for the client, and most importantly, how your services will make their company run better and be more valuable.”
Esteban D. Blanco
7. Be Genuine
Communicate your intentions and reinforce that the client’s business is a priority for you.
This will help make the client feel like a V.I.P., added Esteban Blanco, chief geek officer at Blanco I.T. “Make sure all your client prospects realize that they are as important to you as your biggest client.”
Terry Hedden
8. Be Upfront About Pricing
You must be transparent and balanced about pricing. This means you have to price competitively but don’t give your services away.
“Don’t price too high as you will lose to those priced right,” Hedden advised. “Don’t price too low as you will likely sell below what it costs you to do it right.”
9. End with a Call to Action
You want prospective clients to have a reason to contact you. So, create a sense of urgency by asking for a signature or call back. “Don’t be afraid to simply state whatever you want the client to do next,” Messler said.
Focus on Pain, Not Just Process
Exceptional proposals are well-written and targeted, according to Messler. “The best ones are counterintuitive. They don’t focus immediately on your capabilities. They focus on your client’s pain and the business value of addressing it.”
By zeroing in on clarity, client outcomes, and authentic communication, MSPs can turn proposals into powerful tools for growth.
Featured image: iStock
