Learn the Secrets to Get Shortlisted Every Time
In the architecture, engineering, and construction (A/E/C) industry, a proposal can be the deciding factor between winning or losing a project. But let’s be honest—many proposals look the same. Your firm’s qualifications may be impressive, but so are your competitors’. So, how do you make sure your proposal stands out? The key lies in developing a compelling value proposition.
Here are a few tips to help you start crafting proposals that not only get noticed but get shortlisted:
1. Focus on Your Client, Not Just Your Firm
One of the biggest mistakes firms make is focusing too much on their own qualifications. While it’s important to highlight your experience, it’s even more critical to show that you understand your client’s unique needs. Tailor your proposal to address the specific challenges of the project and demonstrate how your firm is uniquely positioned to solve them.
Tip: Start your proposal by framing the project in the client’s context. Use their language, speak to their pain points, and show that you’ve done your homework.
2. Uncover What Truly Differentiates Your Firm
It can be hard to stand out in a crowded field of similar firms, but every company has something that sets it apart. Whether it’s a specialized expertise, a unique approach to project management, or a proven track record in a specific market, you need to identify what makes your firm different—and make it the star of your proposal.
Tip: Conduct an internal brainstorming session to pinpoint your firm’s differentiators. Then, build your value proposition around these unique strengths.
3. Make Your Proposal Persuasive, Not Just Informative
Proposals are not just a collection of facts; they are persuasive sales documents. To win the project, you need to convince the client that your firm is the best choice. Use strong, clear language, and make sure every section of your proposal is tied to a central value proposition.
Tip: Avoid jargon and unnecessary complexity. Be clear and concise about what you bring to the table, and always tie your strengths back to the client’s specific needs.
4. Infuse Creativity To Capture Attention
Let’s face it—proposals can be boring. But they don’t have to be. While maintaining professionalism, you can still infuse creativity to make your proposal more engaging. Use compelling visuals, infographics, or case studies that highlight your firm’s successes.
Tip: Think about creative ways to present data and project results. For example, instead of a dense text block, consider using charts or visuals to convey the same information more effectively.
These tips will help you refine your proposal approach and better position your firm for success. If you’re ready to take it to the next level, watch this on-demand webinar, The Anatomy of a Value Proposition: Using the Differentiation Framework to Write Proposal Content that Gets Shortlisted.
In this session, our facilitator, Lindsay Diven, CPSM, dives deep into the Differentiation Framework, a proven method that helps firms develop persuasive, client-focused proposals that get noticed. You’ll learn how to identify what truly sets your firm apart and turn those differentiators into winning value propositions.
Watch this on-demand webinar today, and start crafting proposals that don’t just get read—they get shortlisted.
Take a glance into the course by watching Lindsay Diven, CPSM as a guest on the SMPS LinkedIn Live Show, A/E/C Unplugged. Host, Danielle Gray interviews Lindsay about how her journey as an A/E/C marketer led her to developing her Differentiation Framework.
