Do 33: Launching a Proactive Proposal

“Proposal writing” sounds so sophisticated! It’s not. In this Do I’ll show you how simple this instant interview device is.

Most business proposals should have a warning stamped on their plain vanilla covers. “Warning: Contents may cause drowsiness. Do not digest in a busy office. File under B for Boring.”

There are tons of books on proposal writing out there. Don’t waste your money. The one that should be written is how to accept them! But that’s not our problem. We just want an interview. A proposal is a device only, a way to get a face-to-face with the offeror.

If for some reason you are not able to connect with the offeror directly, it’s time for a proactive proposal.

Notice I didn’t say a volume of Me from A to Z. The offeror doesn’t care about you. He cares about getting some work done. You just need to convince him that you’ll do it.

The objective is not the proposal. The objective is the interview. Instantly.

With that little mantra, you already know more about proposals than the majority of jobseekers. This book is the only place you’re going to find that information. If you go on the Internet, be prepared to snooze. And lose.

Let’s review the steps to a proactive, interview-getting proposal:

First, know when you need it.

Is there a more direct path to the offeror? If so, take it. If not, consider a proposal.

The pitch letter from Do 9 and the proposal are very much alike. The pitch is written in the first-person—I, me, my, mine. The proposal is written in the third-person, Ms. Proposa, she, her, hers. You can guess which is more informal, can’t you? Informal doesn’t always cut it, though. The formal, “Ms. Jones” proposal works better in a nonservice business, such as an industrial environment.

Second, disregard the rules.

You’ve probably figured out that my approach to getting a job is unorthodox. Why? Because it works.

Part of the reason it works is because no one will get ahead following directions obviously designed to work against them. Most of the rules that unenlightened, scared, or lazy jobseekers meticulously follow are set up to screen them out, not let them in.

Rules like:

Send resume.

Applications taken online only.

You simply won’t get an interview by following fools’ rules to the letter.

That’s true for proposals too. There’s no standard format. Like resume writing, it’s an art, not a science. Remember that B for Boring file? The fastest way to land there is to follow some textbook approach that won’t get you any closer to the offeror than you already are.

So what can you do?

Interesting the Offeror

This is your first task. Write something that interests the offeror. You find this out by scoping out her web site, then targeting a phone call. Don’t use e-mail, since you can’t control the response as you can in an unexpected or returned-without-knowing-the-subject phone call.

Make the call.

Let’s say your target is a small manufacturing company. Perfect for a proposal:

 

Receptionist: Getum Enterprises. How may I help you?

You: Is the owner in?

Receptionist: Who’s calling Bruce?

You: It’s personal. (That’s why you didn’t ask for the full name and title on this call. You do the same dance as in Do 1, like two kiwi birds at mating time. Sure enough, the offeror comes on the line.)

You: Hi, Bruce. I saw your web site, and it’s not clear from the information exactly what your company does.

Bruce: We manufacture a variety of security systems. Our products are sold throughout the state.

You: Oh, that’s great. I do web site design and thought I might send you a quick proposal about how you might be able to clarify the nature of your business and make it more inviting for people to use your services.

Bruce: That’s fine. If you want to send it, I’ll take a look. But we’re happy with our web designer.

You: I understand completely. I just wanted to let you know how the site could be improved and would be pleased to give my suggestions to you in a proposal.

Bruce: Okay. I look forward to receiving it.

You: If you or your receptionist have a moment, I just would like to get a few details such as the official name of the company.

Bruce: I’ll transfer you to my assistant, Robbie. He’s out in the back cleaning off the company Splatmobile.

You: Thanks!

 

Write the thing.

Your proposal should include . . .

The Essentials

1. Identification of who you are

2. Contact information

3. Analysis of what the company presently has. (In this case a web site that’s not communicating its diverse product range.)

4. Your suggestions for improvement, based on your experience and qualifications

5. How you would implement those suggestions

Do, Do, Do, and Don’t!

1. Do include a single-spaced cover letter:

Dear Ms. Offeror,

It was a pleasure speaking with you today. Enclosed is the proposal we discussed.

I’ll call you in the next few days so we can arrange to meet for a few minutes when I’m in the area.

In the meantime if you have any questions, I’ve included my contact information. I look forward to hearing from you.

Best wishes,

2. Do keep it to no more than three pages. Otherwise, it won’t get read.

3. Do use lots of subheads and bullets.

4. Don’t put a price or an estimate of what it’s going to cost.

Getting It Out

The proposal needs a cover sheet: Blank and titled in the middle of the page: Proposal for High-Visibility Web Site. Don’t say slowposal as the rest should. But it’s tempting to say goposal because every syllable inside will move.

• Type C-O-N-F-I-D-E-N-T-I-A-L at the bottom of the cover sheet. (Too many people might read it, but one will be the offeror.)

• Staple one of your business cards (Do 1) to the cover sheet.

• Slip it into an inexpensive clear plastic binder (available at any stationery store).

• Mail it by regular mail in an oversized envelope.

• Have someone else just check the proposal for accuracy. Many successful proposers just find someone articulate at the store when they’re making copies. Customers are fine, too. You say, “Excuse me. I have this proposal here. Would you take a minute for me and just tell me whether you see any typos?” Nobody says, “No.”

I remember picking up some candidate after his interview with the CEO of a major corporation. As he was saying goodbye, the CEO commented to the candidate, “People respond exactly the way you treat them.” I was very young. The CEO was very successful. I never forgot those wise words. May they guide your every move until you show up for that great interview in the sky.

That’s why nobody says, “No.” You just have to ask properly. It’s so easy when you stop being self-conscious about being human. When you stop worrying about what total strangers think, and just appreciate them for being who they are. Everyone knows this but you. It’s where that saying “You’re your own worst enemy” must come from. You’re much harder on yourself than anyone else could ever be. Does that make any sense to you at all?

Another absolutely wonderful source is any reference librarian at the end of any phone at any library anyplace. Those folks are savvy and they can spell. What they don’t know they know how to find, and will do everything but prop you up during the interview if you ask. Never a charge, unlimited assistance, access to infinite resources. Wow.

There you have it. No long hours of research. No complicated books to read. No failures.

All you need to do is offer enough information to establish interest in the face-to-face. The proposal is a warm-up to the call that gets the appointment.

That proposal must incite the offeror to meet with you.

Incite and you’re in! As in in-stant!