Page 69 - Writing Winning Business Proposals

60 Writing Winning Business Proposals

me, and stress the possible realization of measurable results (and the benefits that
might accrue) even before implementation.
Given that you haven’t yet completed the plan, you might ask how it is pos-
sible to include potential measurable results. Isn’t including measurable results
like those in Figure 4.2 just bad business, leaving you open to criticism (or,
worse, a lawsuit) if later you can’t deliver them or if I can’t implement your plan
successfully?
These are valid questions, so let me address them. First of all, I’m not say-
ing that you should include measurable results in all proposals, not even in
Implementation Projects. Second, I’m not suggesting that you can exactly quan-
tify the expected results (e.g., reduce cycle time from 30 days to 10 days); you
might be able to quantify within some range (e.g., a reduction of 10 to 20 days).
Third, note that the quantification in the preceding planning example is quali-
fied: After careful consideration, you believe these are the results that could be
expected after the new process has been implemented. In summary, then, while
you cannot promise measurable results in all projects, you can communicate an
orientation toward such results.
Additionally, to the extent that you can identify and even implement short-
term, typically minor improvements during your projects, I will be pleased.
These are measurable insight or planning results, but not the primary ones or
the significant ones that will accrue when the entire plan is implemented. This
“low-hanging fruit” or “pay-as-you-go” orientation is good. Although it doesn’t
address implementing my primary result, I still consider it a measurable-results
orientation.
Your orientation toward results, your focus on trying to achieve recognizable
and quantifiable change for me and my organization, tells me something about
you. It tells me you are interested in my eventually receiving measurable results
rather than just another report that will sit on my shelf.
By the way, if you, in fact, have all that experience listed in your boilerplated
qualifications section (e.g., you have performed 40 similar studies in my industry
over the last two years), you should be able to provide me some estimate of my
potential measurable results. By including a measurable-results orientation that
considers my potential risks and rewards, you indicate your true qualifications to
support me—far better than do most qualifications descriptions or discussions
I’ve had to read or sit through. So consider generating some reasonable estimates,
if only to provide you and your team some targets.