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
Nothing prevents you from being creative, but you must follow basic rules. If the request has a list of requirements, your proposal should meet those stated requirements. Stay within page limits and adhere to 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
It’s important be there when presenting your proposal, explained Leia Shilobod, CEO of CompliancyIT.
“Never send a proposal via email,” she cautioned. “Always sit with the client to review proposals. 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. Use In-person Time to 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 information, much of which may be irrelevant to the prospective client, 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
Hit your prospective client’s pain points or bottlenecks directly. “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. Show how you’ll deliver outcomes that matter to their business. Make it actionable with an emphasis on ROI and measurable success.
Oli Thordarson
6. Show What’s In It for Them
Frame the value of your solution with examples of their expected outcomes. Clients are less interested in how you get there. Proving your worth requires framing it in language that resonates and backing up your assertions with data and statistics as necessary.
While it’s important to talk about yourself or your firm, “Don’t be braggadocious,” warned 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 Clear
Communicate what your MSP will provide, your intentions, and the importance of the client to your business.
Don’t forget to make the prospective client feel valued, 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 about pricing. That also means you have to price your services right. “Don’t price too high as you will lose to those priced right. Don’t price too low as you will likely sell below what it costs you to do it right and your MSP becomes a nonprofit,” Hedden advised.
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
