When you're developing business, first impressions really matter.
You know how difficult it is to overcome a negative first impression. Some studies indicate it takes up to twenty positive experiences to make for a negative first impression. So it's worth considering what kind of initial impression your proposals make.
When you're tendering or proposing, the first encounter your client is likely to have with your document is the cover letter and the title page. Unfortunately, many people use template letters and generic title pages - generally a waste of time.
Use these ideas to improve the first impression of your proposals:
- Avoid business clichés in your covering letter - get to the point with something that interests your reader. A good opening line you might try is "from our meetings, we understand that you are focused on resolving two key issues" .... and then succinctly state the issues
- Describe your broad approach to addressing those issues
- Include at least one differentiator that will interest the decisionmaker and demonstrate why you and your firm are the best choice
- Covering letters should be no more than one page
- Give your proposal a meaningful title that states a benefit or value your client cares about such as "improving service delivery through national relationship management" or "transferring skills to your team"
- Use an active statement to close your letter such as "I will call you next week to discuss the next steps" or other suggested action - better than the passive "I will await your advice".
Make sure you get off to a good start by making the right first impression.
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