Introduction | Getting Started

How To Write A Great Proposal Introduction

After your potential client has seen your cover, this is the first page they will see after opening the proposal. So why not immediately show them the value you will be providing them with?

This doesn't mean telling them exactly what you will do, it means telling them what they will get.

Here is an example of what not to do:

Not Bad, But...

Doesn't sound terrible on the face of it until you realize that actually, a two-day training session isn't what that company wants or needs.

They want their sales team reaching targets every month which is why you should write something more like this:

You Want Every One Of Your Sales Team
Reaching Targets Every Month.

This is why we are not going to run through two days worth of Powerpoint slides. Instead, we are going to analyze what each of your representatives needs to do to hit their targets every month and simply teach them exactly what they need to know to do that. That's it.

See The Difference?

One says "This is what we're going to do," the other says "This is what you are going to get". That is how you want your introductions to sound. 

It is also important to ensure your introduction is not too long. This is the headline of your proposal only. Get them to continue reading and never give prices away in the intro.

What Is In The Box?

The Details Of What You Will Get

Making It Readable

The easiest way is to use bullet points, short sentences, and lots of line breaks. This way, your reader won't see a wall of text and lose interest.

It is a good idea to use different header types too.

If you highlight this text, simply click either H1, H2, or H3 and you will get different header styles.

You can also click the quote icon when highlighting to call out an important piece of information.

This is the important information I was talking about

Keep the language simple too. There is no need to overcomplicate things.

Even if you are writing for a smart audience, it is still an effort to 'translate' complicated, uncommon words into 'regular English'.

Understandable

If your potential client can't understand what you are saying, they are never going to give you money. The goal is to talk in their language. The most common mistake is using too much jargon and too much industry language.

If I am reading a proposal from an accountant, I don't want it to be telling me about the ins and outs of what they are doing behind the scenes.
I just want to know what it means for me.

Talk in the language of your reader.

The Death Of Every Proposal: Jargon

It goes without saying that jargon is the quickest way to find your proposal in the deleted emails. Sometimes it is unavoidable. Maybe you need to explain a piece of software you use or a certain industry term. It happens and you can't always avoid it, but don't assume your readers will know what it is.

Here is a trick:

Say the jargon word > then write "which means that" > then answer the question.

Here is an example from an accounting firm:

Audit Cover > this means that > if the Inland Revenue decides to audit your books, we will have to work with them for months which would cost you tens of thousands. Audit cover is a small fee each month meaning if that does happen, we will pay for it, not you.

Timescales & Process

Detail Your Process

Try to organise things in a "step 1", "step 2" type of format. 

Just a sentence for each one is great. You want your client to feel they understand what is going to happen next so they are not kept in the dark. Don't go overboard though, you don't want to confuse and overwhelm them.

The Team

Familiarity

Why should you include members of your team in your proposals?

1 word: familiarity. 

People buy from companies they are familiar with.
They like people they feel a connection with. It is a nice reason to have a little boast about the size of your team or where you are from.

Name Surname - Occupation

Name Surname - Occupation

Name Surname - Occupation

Name Surname - Occupation

Get Visual

It is a good excuse to get some nice photos in your proposal and sell the accomplishments of your team members.

If you are on your own - cool but don't be tempted to call this page 'About me'. Instead, try something a little more intriguing like 'He did what??'

You Will Not Be Disappointed.

Investment

The Second Most Important Page On Your Proposal.

I say the second most important because if you don't get your introduction right, nothing else matters.

Firstly, let's talk about what to call the page with the price tag on it. Some obvious options are:

• • • Price
    • Cost
    • Estimate
    • Fees

The problem with words like 'Price', and 'Cost', or any of the other examples listed above, is that none of them implies any sort of return.

Your service might not provide a strict 'investment' but it surely provides value, or you wouldn't be in business.

That value is best described as an 'investment'.

Using the word investment on this page has seen our customers get more joy with their proposals. We believe this is in large part to two things: 

1. 1. Investment sounds expensive so when they then see your pricing and the value it offers, they are often pleased.
      
      
   2. An investment provides a return. This is what your client is ultimately looking for and what you are delivering. 

Displaying Your Pricing

Built into Better Proposals you will find the Quote Tables. These magic tables pull in your products and pricing (which you can set up in Settings).

Click the green 'add to this page' tab on the right and select Quote Table. From there you can add products and pricing.

Keep the descriptions basic.

The details should be on your 'What you get' page.

Soften The Blow

If your price is fairly high-ticket and might need a little justifying, there is no better way than putting a testimonial on this page saying what great value your price is. 

It is a great touch and will work wonders.

Guarantee

"I am not giving them their money back."

Guarantees come in all shapes and sizes.
The most common guarantee we are all familiar with is the old 'Money-Back Guarantee'.

This is a good one, but it has a major loophole:

Say you buy a website with a money-back guarantee for £1,000.
You pay your money but you don't like the result and you want to get your money back. Are they really going to give it straight back to you? We don't think so.

They will want to work the problems out. This renders it useless.

A Better Guarantee

The better way to do it is to come up with a guarantee that handles the part your client will have an issue with.

Here is an example:

Our old software business used to build £20k - £30k pieces of software. Not an easy sell to tiny businesses so this was our guarantee.

Pay only 10% now. We will design all the screenshots for the software for your business. We will come to your offices and walk you through each one of them. If you don't feel we have understood your business you can send me a text or email afterward and with no questions asked, we will release the money back to you.

This dealt with their biggest issue: "What am I actually buying?" and "What is it going to look like?".

Think Of Your Client. What are their fears?  Then put a guarantee around that.

Next Steps

Here's What To Do Next

This section is simple. Just tell them what they need to do next and what will happen after. That is all.

This works best by listing three simple things:

Step 1: Usually 'Sign below' information.

Step 2: Could be arranging a call, or a date, or whatever the first step in doing your work is.

Step 3: Possibly raising a deposit invoice. 

Only you know your situation and business, but keeping it simple and clearly explaining what the client needs to do to sign the proposal off is the most important thing.

Allowing Them To Sign The Proposal Online

Click the green 'Add to this page' tab on the right and click:

'Digital Signature Approval'

That will add a signing box to allow your clients to sign the proposal and make it a legally binding document.

Terms & Conditions

USER DISCLAIMER (Please Delete): This agreement may not be suitable for your circumstances and we recommend you seek legal advice before using it. Better Proposals does not take any responsibility for any events that arise as a result of your use of this agreement.

Terms and conditions

This Agreement (the “Agreement”) is made as of 13th June 2022, by and between {{company_name}}  (the “Company”), and Your company name (“Consultant”).

1. Consulting Relationship  
During the term of this Agreement, Consultant will provide consulting services to the Company as described on [PAGE NAME] hereto (the “Services”).  Consultant represents that Consultant is duly licensed (as applicable) and has the qualifications, the experience and the ability to properly perform the Services. Consultant shall use Consultant’s best efforts to perform the Services such that the results are satisfactory to the Company.
 
2. Fees
As consideration for the Services to be provided by Consultant and other obligations, the Company shall pay to Consultant the amounts specified on [PAGE NAME] hereto at the times specified therein.
 
3. Expenses  
Consultant shall not be authorized to incur on behalf of the Company any expenses and will be responsible for all expenses incurred while performing the Services [except as expressly specified] unless otherwise agreed to by the Company’s [Title of Officer], which consent shall be evidenced in writing for any expenses in excess of [Expenses]. As a condition to receipt of reimbursement, Consultant shall be required to submit to the Company reasonable evidence that the amount involved was both reasonable and necessary to the Services provided under this Agreement.
 
4. Term and Termination  
Consultant shall serve as a consultant to the Company for a period commencing on Commencement Date and terminating on the earlier of (a) the date Consultant completes the provision of the Services to the Company under this Agreement, or (b) the date Consultant shall have been paid the maximum amount of consulting fees.

Notwithstanding the above, either party may terminate this Agreement at any time upon [Days Notice] business days’ written notice. In the event of such termination, Consultant shall be paid for any portion of the Services that have been performed prior to the termination.

Should either party default in the performance of this Agreement or materially breach any of its obligations under this Agreement, including but not limited to Consultant’s obligations under the Confidential Information and Invention Assignment Agreement between the Company and Consultant referenced below, the non-breaching party may terminate this Agreement immediately if the breaching party fails to cure the breach within Days business days after having received written notice by the non-breaching party of the breach or default.
 
5. Independent Contractor 
Consultant’s relationship with the Company will be that of an independent contractor and not that of an employee.
 
6. Method of Provision of Services 
Consultant shall be solely responsible for determining the method, details and means of performing the Services.  Consultant may, at Consultant’s own expense, employ or engage the services of such employees, subcontractors, partners or agents, as Consultant deems necessary to perform the Services (collectively, the “Assistants”).  The Assistants are not and shall not be employees of the Company, and Consultant shall be wholly responsible for the professional performance of the Services by the Assistants such that the results are satisfactory to the Company. 

6.1 No Authority to Bind Company 
Consultant acknowledges and agrees that Consultant and its Assistants have no authority to enter into contracts that bind the Company or create obligations on the part of the Company without the prior written authorization of the Company.
 
6.2 No Benefits 
Consultant acknowledges and agrees that Consultant and its Assistants shall not be eligible for any Company employee benefits and, to the extent Consultant otherwise would be eligible for any Company employee benefits but for the express terms of this Agreement, Consultant (on behalf of itself and its employees) hereby expressly declines to participate in such Company employee benefits.
 
6.3 Withholding; Indemnification 
Consultant shall have full responsibility for applicable withholding taxes for all compensation paid to Consultant or its Assistants under this Agreement, and for compliance with all applicable labor and employment requirements with respect to Consultant’s self-employment, sole proprietorship or other form of business organization, and with respect to the Assistants, including state worker’s compensation insurance coverage requirements and any U.S. immigration visa requirements. Consultant agrees to indemnify, defend and hold the Company harmless from any liability for, or assessment of, any claims or penalties with respect to such withholding taxes, labor or employment requirements, including any liability for, or assessment of, withholding taxes imposed on the Company by the relevant taxing authorities with respect to any compensation paid to Consultant or its Assistants.

7. Supervision of Consultant’s Services 
All of the services to be performed by Consultant, including but not limited to the Services, will be as agreed between Consultant and the Company’s [Supervisor’s Title]. Consultant will be required to report to the [Supervisor’s Title] concerning the Services performed under this Agreement. The nature and frequency of these reports will be left to the discretion of the [Supervisor’s Title].
 
8. Consulting or Other Services for Competitors 
Consultant represents and warrants that Consultant does not presently perform or intend to perform, during the term of the Agreement, consulting or other services for, or engage in or intend to engage in an employment relationship with, companies who businesses or proposed businesses in any way involve products or services which would be competitive with the Company’s products or services, or those products or services proposed or in development by the Company during the term of the Agreement (except for those companies listed). If, however, Consultant decides to do so, Consultant agrees that, in advance of accepting such work, Consultant will promptly notify the Company in writing, specifying the organization with which Consultant proposes to consult, provide services, or become employed by and to provide information sufficient to allow the Company to determine if such work would conflict with the terms of this Agreement, including the terms of the Confidentiality Agreement, the interests of the Company or further services which the Company might request of Consultant. If the Company determines that such work conflicts with the terms of this Agreement, the Company reserves the right to terminate this Agreement immediately. In no event shall any of the Services be performed for the Company at the facilities of a third party or using the resources of a third party.
 
9. Confidentiality Agreement  
Consultant shall sign, or has signed, a Confidentiality Agreement, on or before the date Consultant begins providing the Services.
 
10. Conflicts with this Agreement  
Consultant represents and warrants that neither Consultant nor any of the Assistants is under any pre-existing obligation in conflict or in any way inconsistent with the provisions of this Agreement. Consultant represents and warrants that Consultant’s performance of all the terms of this Agreement will not breach any agreement to keep in confidence proprietary information acquired by Consultant in confidence or in trust prior to commencement of this Agreement. Consultant warrants that Consultant has the right to disclose and/or or use all ideas, processes, techniques and other information, if any, which Consultant has gained from third parties, and which Consultant discloses to the Company or uses in the course of performance of this Agreement, without liability to such third parties. Notwithstanding the foregoing, Consultant agrees that Consultant shall not bundle with or incorporate into any deliveries provided to the Company herewith any third party products, ideas, processes, or other techniques, without the express, written prior approval of the Company. Consultant represents and warrants that Consultant has not granted and will not grant any rights or licenses to any intellectual property or technology that would conflict with Consultant’s obligations under this Agreement. Consultant will not knowingly infringe upon any copyright, patent, trade secret or other property right of any former client, employer or third party in the performance of the Services.
 
11. Miscellaneous

11.1 Amendments and Waivers 
Any term of this Agreement may be amended or waived only with the written consent of the Company.
 
11.2 Sole Agreement  
This Agreement, constitutes the sole agreement of the parties and supersedes all oral negotiations and prior writings with respect to the subject matter hereof.
 
11.3 Notices 
Any notice required or permitted by this Agreement shall be in writing and shall be deemed sufficient upon delivery, when delivered personally or by overnight courier or sent by email or fax (upon customary confirmation of receipt), or forty-eight (48) hours after being deposited in the U.S. mail as certified or registered mail with postage prepaid, addressed to the party to be notified at such party’s address or fax number as set forth on the signature page or as subsequently modified by written notice.
 
11.4 Choice of Law 
The validity, interpretation, construction and performance of this Agreement shall be governed by the laws of [jurisdiction], without giving effect to the principles of conflict of laws.
 
11.5 Severability 
If one or more provisions of this Agreement are held to be unenforceable under applicable law, the parties agree to renegotiate such provision in good faith.  In the event that the parties cannot reach a mutually agreeable and enforceable replacement for such provision, then (i) such provision shall be excluded from this Agreement, (ii) the balance of the Agreement shall be interpreted as if such provision were so excluded and (iii) the balance of the Agreement shall be enforceable in accordance with its terms.
 
11.6 Counterparts 
This Agreement may be executed in counterparts, each of which shall be deemed an original, but all of which together will constitute one and the same instrument.
 
11.7 Advice of Counsel 
EACH PARTY ACKNOWLEDGES THAT, IN EXECUTING THIS AGREEMENT, SUCH PARTY HAS HAD THE OPPORTUNITY TO SEEK THE ADVICE OF INDEPENDENT LEGAL COUNSEL, AND HAS READ AND UNDERSTOOD ALL OF THE TERMS AND PROVISIONS OF THIS AGREEMENT.  THIS AGREEMENT SHALL NOT BE CONSTRUED AGAINST ANY PARTY BY REASON OF THE DRAFTING OR PREPARATION HEREOF.

The parties have executed this Agreement as of the date first written above.

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