Truth 32. The letter format lets you shortcut proposals

Formal proposals can be enormously time-consuming for organizations and entrepreneurs. If you’re bidding on a government contract or for a big-money project, you usually have no choice but to complete the complex request for proposal (RFP) step by step.

But on many occasions, you can use a simple letter format to save time and anxiety. This approach works well for in-house situations, such as when you’re suggesting an interdepartmental collaboration or a new system or program to your supervisors. The letter format is also a good way to go in a number of business situations that don’t call for intense levels of detail.

Here’s how a letter-style proposal, printed on letterhead, might begin. The subject is creating a marketing newsletter.

Quarterly Newsletter Program:

A Proposal for Denali Interiors

ECN is pleased to present this proposal to custom-create a print newsletter to support all Denali Interiors marketing ventures and meet the following objectives:

• Build continuity in client relationships

• Reinforce the Denali brand

• Extend company reach to new prospects

• Provide useful handouts for trade shows, conferences, and media contact.

Notice that audience and goals are built into this first section. The subsequent sections would cover the following:

• Recommended format and visual style

• Content ideas

• Services and fees

• Creative team (brief bios of the principals who’ll work on the project)

A close is added to reinforce the project value:

Additionally, as part of your newsletter program, ECN principals will be happy to consult with you on expanding your audience base and ability to reach new clients. We can also advise you on ways to creatively reuse materials we develop, so you are able to make the most of your communication investment.

Even better than producing letter-style proposals, look for situations where you can use letters to confirm agreements—and skip the proposal process altogether. More and more savvy salespeople aim to do the hard sell in person, rather than depending on written communication. This lets them focus their energies on understanding the prospective client’s viewpoint and negotiating any barriers revealed in conversation. Then they formalize the deal with a confirmation letter. For example:

Dear Jack:

It was great talking to you about how Acme Provisions can provide food services for your upcoming conference program. We are confident of meeting your specifications on scheduling and quality within your budget.

Specifically, Acme agrees to provide:

(date and nature of service for each event)

The total fee is…, payable on….

All of us at Acme are delighted to have this opportunity to meet your needs.

Your signature below will signify agreement.

You can use the same approach in a variety of situations where you’re pitching for business, and practice it at different stages of the selling process. If you meet with a prospective customer, for example, and use your best interviewing techniques to understand what the company needs, you might be able to short-circuit the whole competitive RFP process by writing a good letter explaining how you can meet those needs. Or you can write a confirming letter after negotiating terms in person.

The approach works because selling anything is much better done face to face. People buy from people they trust, so relationship building is crucial. Also, some give and take is only possible in person. You can’t do that via printed materials and e-mails.

Even when a bidding situation appears to be totally impersonal, try to find ways to meet the key people and become a real person to them or, at least, build a telephone connection.