The Magic Word for Successful Proposals - "HOW"

 As you know, the government requires companies who are trying to get business to prepare a proposal to inform the government how you intend to carry out that lucrative contract once they award you the contract.  The government is often very specific in this regard; however many prospective bidders often ignore this in favor of a listing of their company’s accomplishments without any probative value.  Successful bidders pay close attention to the “how” because they realize that the more successful you are at explaining “HOW”; the better the odds that the government will award you the contract.

I have found the following approach to be very helpful when determining the best approach toward responding to a Government Request for Proposal. I consider it a basic philosophy to use when you begin to consider writing your proposal.

As you write your proposal, it is very important to tell the government “how” you intend to fulfill the contract once the government awards it to you. Your proposal is more than a litany of the things you are prepared to do once you win the contract. Your proposal is a marketing tool that fulfills three criteria:

• It demonstrates to the government you are qualified to perform the tasks or manufacture the product;
• It shows you are capable of performing as advertised; and
• It highlights that you have a plan to perform in a highly successful, exceptional manner.

Before you begin writing, you need to consider who your audience is and how they will perceive you and your company as they read your proposal. Remember, the government is asking for a solution to a problem and/or requirement it has.  The first step is to accurately define the problem or requirement the government is trying to solve by asking for a proposal.  This definition will help you to zero in on the solution in your written proposal. 

You will need to establish trust and credibility as you make the various points in your proposal. This is where your company can demonstrate your experience and expertise in relevant areas pertaining to the product or task at hand. The more credibility you establish, the greater the trust factor the evaluator will place in your proposal.

You will also need to demonstrate that there is a “win-win” solution. The best way to accomplish that goal is to show “how” you can provide the government agency with a solution to its needs or to a problem it is trying to solve. The government is aware that everyone who responds is doing so because of self-interest. If you submit a proposal that really solves the government needs and do it in such a way that it really makes good sense to them to accept, then you both win with the contract award.

I have included similar comments like this along with some brief examples in my book in the chapter on “Writing a Successful Proposal”.