H O W T O W R I T E
B E T T E R P R O P O S A L S
J O N AT H A N S TA R K
V i d e o : h t t p s : / / w w w. c ro w d c a s t . i o / e / h o w - t o - w r i t e - b e t t e r- p ro p o s a l s
M a i n w e b s i t e : h t t p s : / / j o n a t h a n s t a r k . c o m

W H AT I S T H I S A B O U T A N D W H Y
S H O U L D I C A R E ?
• Would you like to decrease the amount of effort it takes
to write project proposals?
• Would you like to increase your close rate for your
project proposals?
• Would you like to maximize your project fees without
impacting your close rate?

T O D AY ’ S A G E N D A
1. Anatomy of a Project Proposal
2. Conducting a Sales Interview
3. Setting Your Project Prices

A N AT O M Y O F A
P R O J E C T P R O P O S A L

P R O P O S A L S E C T I O N S
1. Cover Letter
2. Situation Appraisal
3. Project Options
4. Risks & Assumptions
5. Why Me?
6. Payment & Terms

M O S T I M P O R TA N T S E C T I O N S
1. Cover Letter
2. Situation Appraisal
3. Project Options
4. Risks & Assumptions
5. Why Me?
6. Payment & Terms

S I T U AT I O N A P P R A I S A L
• Current situation
• Desired future state
• Perceived contribution

P R O J E C T O P T I O N S
• Three options
• Incremental, not ala carte
• Benefits focused

PAY M E N T & T E R M S
• Fixed prices
• 100% up-front
• Expiration date

Q U E S T I O N S ?

C O N D U C T I N G A
S A L E S I N T E R V I E W

G E N E R A L C O N S I D E R AT I O N S
• It's an interview, not a pitch
• Try to talk them out of hiring you
• Determine what the success metric is

I T ' S A N I N T E R V I E W, N O T A P I T C H
• Be genuinely willing to walk away
• Keep the client talking 80-90% of the time
• Never try to persuade or convince

T RY T O TA L K T H E M O U T O F I T
• Why this?
• Why now?
• Why me?

D E T E R M I N E W H AT T H E S U C C E S S
M E T R I C I S
• What does a home run look like here?
• What would be a disasterous outcome?
• What will the primary stakeholder use to
judge the success or failure?

Q U E S T I O N S ?

S E T T I N G Y O U R
P R O J E C T P R I C E S

G E N E R A L C O N S I D E R AT I O N S
• Scope last
• Pricing curves
• Justifying your prices

S C O P E L A S T
• Start with value
• Pick some prices
• Define your scope

P R I C I N G C U R V E S
• Might As Well
• Goldilocks
• Custom

J U S T I F Y I N G Y O U R P R I C E S
• "How did you calculate these prices?"
• "How many hours do you think this will take?"
• "You're twice as expensive as anyone else!
Why should we go with you?"

Q U E S T I O N S ?