the most common mistakes when submitting proposals is offering a single price to a client.
Look at supermarkets, telecom providers, and airlines. None of them offer just one option. Airlines, for instance, have economy light, economy classic, economy delight, premium economy, business and first class.
The same flight to the same destination is presented as a range of choices rather than a single decision.
The point here is that a single price creates a yes-or-no answer, while a set of options lets the client choose relative to their budget and requirements.
A colleague recently shared a proposal with me that led with the price up front and centre. One number, one option, nothing else, and there was nowhere to go but, instinctively, a yes or no.
In situations like that the client is left with the options you would rather them not be considering:
1) Do this ourselves.
2) Find someone cheaper
3) Or, find a way to do this on Claude or ChatGPT.
Once the conversation in the client’s mind is just about a number, it’s a race to the bottom for the lowest fee possible in my view. What it should be about, instead, is how much better off they will be having worked with you.
At the end of the day, they’re investing in a future version of how they’ll communicate, perform, earn, save money, etc. And your job is to help them see that future clearly, believe in you and to consider the range of options you present to help them get there.
That means developing proposals that offer a series of yeses and letting them choose the one that matches their needs.
Until we meet.
Morton
PS:The workshops give you a practical starting point. For leaders who want to go further, The Repositioning Edge brings vision, people, and evidence together in a single, focused engagement with ongoing support tailored to your firm. Explore The Repositioning Edge here.
