relate directly to theirs. 3. Customize content to the client’s interests If you use pre-written descriptions of your experiences or resumes, edit them to focus on issues that matter to the client. Pull out items from your experience or resumes that relate most directly to the client and emphasize them. If specific features of your equipment specifications or service processes address the client’s unique requirements, add a separate section that describes those benefits to the client. 4. Don’t just do a search and replace Never simply replace an old prospect’s name with that of the new client in your boil-erplate material. Make sure the context of each one still makes sense and, when possible, change from using the client’s name to “you” or “your.” You can also replace the generic compa-ny name with titles and department names when applicable. Change system, process or other termi-nology to match theirs. This makes it more personal and easier for them to link your solutions with their needs. Reword descriptions of processes and related flowcharts or organization charts to match the client’s organization. 5. Re-structure your text This should be done to match the evalu-ation matrix and evaluation criteria. Put your information in the same order they will be evaluating it and separate out information that specifically supports the criteria with which they use to evaluate you. Add headings to make it easy for the evaluators to find specific information. Even if you don’t restructure your propos-al, use headings and numbering that relate directly to the evaluation criteria or include a summary table that pulls out the key infor-mation and presents it using the same for-mat as the evaluation matrix. 6. Add some pizzazz Even if you don’t make many changes to your boilerplate text, consider adding side-bars, pullout boxes or summary paragraphs that specifically link your text to the client’s needs. This information should also explain your benefits and advantages over the competi-tion using terms and phrases from the client’s scope of work and specifications. Saving time and effort with boilerplate material isn’t the way to win more business. By using these techniques, you can modify your boilerplate material with mini-mal effort and create a more compelling proposal that will be appreciated by your client and will increase your evaluation scores. CM With 20 years of facilities management experience, Michel Theriault now works with sup-pliers and facility managers to improve results. With his unique perspective from both sides and his track record of winning proposals, Theriault helps suppliers write compelling proposal respons-es. His new book “Win More Business – Write Better Proposals” is now available. For informa-tion, visit www.howtowinmorebusiness.com, www.strategicadvisor.ca or e-mail him at [email protected]. INCREASE REVENUE KING COBRA 1200 PRO Patients Pending One Machine Cleans Multiple Surfaces Unmatched One Pass hard surface cleaning with continuous water flow and 1200 psi to power wash dirt out of porous tile and grout Auto-fill and auto-dump boosts production and minimizes your labor expense with uninterrupted cleaning! Professionally clean carpets with separate adjustable 150-500 psi pump and instant 212°F heat -Carries the top CRI GOLD rating for tested and proven cleaning performance Built-in hose reel, wand caddy, and cord wraps for easy transport 800-257-7982 usproducts.com/KC1200PRO Circle Product Information no. 205 on page 32 www.cmmonline.com 45
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