A Short Comment on Proposals
In this episode of “The Price and Value Journey,” John Ray notes that well-crafted proposals are focused on what successful outcomes for the client look like, not the tasks necessary to achieve those results.
The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.
TRANSCRIPT
John Ray: [00:00:00] Hello. I’m John Ray on The Price and Value Journey. In your proposals, how do you address what success looks like? Or do you even define success? If the answer involves all the tasks that you will complete as part of the engagement, then your proposal risk falling flat and positioning you as a commodity.
John Ray: [00:00:25] Success in a proposal needs to be client-focused, outcome-focused, not focused on you as the services provider. But you might say the client needs to know all the steps involved. Well, no. The typical client doesn’t want to know how the sausage is made. They may not even care whether the meal is sausage or fish. They just want the hunger pangs to go away.
John Ray: [00:00:55] The success metrics you detail in a proposal need to be both tangible and intangible. Those metrics flow from an in-depth value conversation, one in which you’ve allowed the client to dream aloud as to what their significantly improved life will look like as you perform your transformational work. Those tangibles should be as specific as you can get them. Instead of more sales, it should be sales will rise 50 to 90 percent.
John Ray: [00:01:29] Intangibles should be both business and personal. On the business side, for example, detail what happens because of that sales increase, such as greater cash flow, which allows a debt paydown or the ability to add much needed staff. On the personal side, the effect of those increased sales could mean less worry, more family time, or a happier spouse. If you define success in your engagement from the client’s point of view, then you’ll be clearly articulating the value you deliver and you’ll be able to price more effectively.
John Ray: [00:02:08] I’m John Ray on The Price and Value Journey. Past episodes of this series can be found at pricevaluejourney.com. And you’re welcome to send me a note, john@johnray.co. Thank you for joining me.
About The Price and Value Journey
The title of this show describes the journey all professional services providers are on: building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire and trying to do all that at pricing which reflects the value we deliver.
If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.
The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.
John Ray, Host of The Price and Value Journey
John Ray is the host of The Price and Value Journey.
John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.
In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.
John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,500 podcast episodes.
