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Winning RFPs from the Client’s Point of ViewHow Imaginative Proposals Can Communicate Value… And Help You Deliver Memorable Presentations.
ImaginativeProposal
Written Proposals Are Static Proposals cannot develop
relationships. Proposals cannot expand
upon ideas. Proposals cannot answer
direct questions.
Proposals can create a connection to an idea/concept. Proposals can demonstrate
trust. Proposals can create a
perception of the firm.
Proposals and other marketing collateral do not directly win business, but instead frame
the conversation for closing business.
But Very Effective
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Choosing the Best Proposal Structure
The Credential Proposal
Memo outlining the legal concepts
Practice group descriptions with matters, deals, and rankings
Attorney biographies
Table of hourly rates and/or cost estimates
The Imaginative Proposal
An overarching theme or concept
that is carried throughout the
proposal
Communicates how the legal services and lawyers will
benefit the customer
Comprehensive pricing proposal with sample budgets and
alternative fees
Visualizes how key selling points fulfill a
customer need
Customer Perspective
Top-down Approach Relational Approach
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The Credential Proposal
About Dechert
Attorney Bios
Legal Theory
Solutions
Value‐Add
Pricing
The Imaginative Proposal
About Dechert
Attorney Bios
Legal Theory
Solutions
Value‐Add
Pricing
This strategy assumes that the reader will be able to translate our qualifications into their definition and/or view of value.
The primary goal of the proposal is to communicate the value we offer, typically over competing firms, and act as a setup to a “closing” meeting.
Breakdown of proposal content by objective.
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How to Construct ImaginativeProposals• Understand the opportunity;• Create the value proposition; and• Design a compelling proposal.
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Specific Transaction or Litigation
Portfolio of Work ora Preferred Panel
An Introduction to Your Law Firm
Expanding the Relationship
InternalCross-sell
The strategy and structure of a proposal will depend upon the purpose of the opportunity, understanding how the client perceives value, and identifying the areas of need that are not being fulfilled.
The strategy and structure of a proposal will depend upon the purpose of the opportunity, understanding how the client perceives value, and identifying the areas of need that are not being fulfilled.
Identify the Type of Opportunity
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Financial Budgets
- Global Offices
Standard Value Features
“Value” is different for everyone!How one customer perceives value is going to be different from other customers.
Tailored Value Features
- Multiple Practices
- Client Service
- Project Management
- Partner Access
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“Value” is different for everyone!How one customer perceives value is going to be different from other customers.
A customer asks you to include details of how you can help the company achieve cost savings.
What do you think the customer means?
Fee Reduction
Discounts
Better Predictability
Alternative Fees
Improved Efficiency
Budgeting
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• Request meetings with every potential reader of the proposal before you begin drafting the document, if possible.
• Ask open-ended questions that promote discussion.
• Have multiple people involved in the discussion so someone is asking the questions and someone else is taking notes.
How do You Identify What a Customer Wants?Customers will tell you what they want to see in the proposal……if you ask
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Capturing Customer IntelligenceYou may be surprised at how candid customers will be in describing what they want or need.
Concerned about the large number of firms they are working with and want to reduce that number significantly to benefit from learned efficiencies and economies of scale.
Company has seen dramatic improvements from a cost savings perspective where it has employed alternative fee structures.
The goal of the opportunity is not to bleed firms but make sure that the arrangements are fair so the customer gets good value and has a better time predicting legal budgets.
Company wants bidding firms to present sound legal strategy but also wants a solid BUSINESS plan.
Company wants to see that firms have coordination capabilities and would like firms to demonstrate their reporting capabilities.
Thinks that the submission should demonstrate: 1) depth and ability to handle these types of matters 2) quality reporting and a detailed business plan and 3) wants to know how the team will be composed.
Notes taken from a customer discussion regarding an opportunity:
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The value proposition is the culmination of the information gathered about the customer and the opportunity; and how your firm can
provide value that is different from other firms.
The value proposition is the culmination of the information gathered about the customer and the opportunity; and how your firm can
provide value that is different from other firms.
Creating the Value Proposition
Concerned about the large number of firms they are working with and wants to reduce that number significantly to benefit from learned efficiencies and economies of scale.
Company has seen dramatic improvements from a cost savings perspective where they have employed alternative fee structures.
The goal of the opportunity is not to bleed firms but make sure that the arrangements are fair so they get good value and have a better time predicting legal budgets.
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Is your strategy unique? Will it help make your firm stand out?
Does it meet or exceed the client’s expectations?
Is the value proposition responsive to the client’s request?
Discovering the Value Proposition The value proposition will be different for every opportunity and originates from aligning a client need to a strength of your Firm.
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Compelling proposals move the reader to act by exceeding expectations and position your firm to stand out from the competition.Compelling proposals move the reader to act by exceeding expectations and position your firm to stand out from the competition.
How to Write and Design Compelling Proposals
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An Overarching Message/ThemeThe message or theme should focus on what you want customers to know about the service and be supported by key benefits, statistics and examples.
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Message Mapping ExerciseA three step process that helps you to define a message or theme and create the framework for your proposal.
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Message Mapping ExerciseCreate a headline explaining your services
What is the most important thing you want the customer to know about your services?
Should be a single, short sentence.
Is the value proposition responsive to the client’s request?
Headline Sentence
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Message Mapping ExerciseSupport the headline with key benefits
What are the three to four benefits of the service to the customer?
Headline Sentence
Benefit #1 Benefit #2 Benefit #3
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Message Mapping ExerciseReinforce the benefits with examples and key differentiators
Use bullet points to add experience and other differentiators your practice offers under each corresponding benefit.
Headline Sentence
Benefit #1
Supporting experience,
statistics, stories, selling points
Benefit #2
Supporting experience,
statistics, stories, selling points
Benefit #3
Supporting experience,
statistics, stories, selling points
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Message Mapping ExerciseCreate your overarching message or theme
Headline Sentence + Benefit
#1Benefit #2
Benefit #3
Example:Headline: ABC LLP advises on middle market debt financing.Benefits: Transaction Focused, Proactively Involved, Forward Looking Approach
Message: Transaction focused and proactively involved, ABC LLP advises on middle market debt financing, with a forward looking approach, to allow agreements to evolve as a company grows.
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The Customer’s PerspectiveWriting proposals that speak directly to what the customer will receive rather than your firm’s greatest hits.
What will the customer get, what will the results be, and how will the company benefit?
How long will it take for the customer to see the benefits and/or results?
What is important about your service offering(s)?
Does it pass the “so what” test?
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Visualizing Interrelated Ideas
Graphical images for “collaboration.”
Organized as a business process.
Outlines the benefits the customer will receive from your firm.
Visualize Complex ConceptsSimplify concepts for the reader
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Visualizing Data
Counteract anecdotal claims.
Show value in your services and offerings.
Display multiple data sets in a meaningful way.
Visualize Complex ConceptsSimplify concepts for the reader
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Visualizing Experience
Differentiate from the competition.
Highlight the underlying strengths of your experience (e.g., depth, industry).
Integrate your experience into the larger proposal messaging.
Visualize Complex ConceptsSimplifies concepts for the reader
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The Keys to a Successful ProposalLawyers need to be involved in the substance of the content
Kick-off Meeting
Discuss the opportunity and establish a plan of action
Key 1: Streamline communication with all stakeholders.
Set-up calls and meetings with the customer during the proposal process.
Key 2: Understand what will motivate the customer to choose a law firm.
Convert the legal substance into an
imaginative proposal concept.
Key 3: Plan a well-thought strategy to win.
Create a message map that outlines solutions you can deliver to the customer.
Gather Intelligence
Draft Strategy
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