Transcripts
1. Let’s get started : Let's say you're in a
digital marketing business. Things like developing
content for social media, lead generation, email
marketing, all those things. And you identify a potential
client whom you want to turn into an actual pain
client, load you do. But for status, their number
of things you can do. You can go to Google and be like how to convince
a potential client, blah, blah, blah, and
see how that goes. But the alternative is
for us to do it together. Hello, I'm Moses. Been lecturing on
business law and development related studies for the last where we
are in terms of 22. So for the last 12 years, I'm also the founder
of the red network, which is an educational company that developed
educational content and help educational institutions on developing digital
learning material. In this course, you're going
to put together proposal, digital marketing proposal
intended to convince a client actually
higher your services. You're going to go
through things like, what is a proposal? What to do before? I think one key metrics
that matter in a proposal, how to structure your payment
in a proposal. Many more. There is going to
be a class project. You're going to do a project. So that's the idea.
It's all about learning by doing, maybe
introduce a project. And the project is going to be basically are going
to be operating under the assumption that
a client approaches you and they're interested
in your service. And so now you have to put up a proposal that is going
to convince them to hire you to do there Facebook and YouTube related sort
of digital marketing. And that actually
is in addition to the step-by-step videos showing how you present your
digital marketing proposal. Let's get started.
2. What is a proposal: For most people, they
weren't proposal in a business sense much. The other Beta that leads
to a proposal implies complex sales process
that starts with request for proposal from
a buyer and all that. If an organization has a
problem that they needed a solution to draft a
request for proposal rate. And the request for
proposal is going to detail out things
like instructions on how they expect
the proposers to behave and conditions
of the proposal, what they actually require
information to be supplied by the proposal and
the proposal contract. If a business puts up
a thing like that, you pretty much know
what they want, right? You know the sort of information
they need there by you. I'm taking on-board
supplies in this case, but you see that usually
happens with big organizations. If I'm interested in
somebody to come in and help with upgrading my
website or something, then I'm probably going to put out a request
for proposal. Okay, I'll just look up something on Facebook
or activities. But with big companies, they actually put out
requests for proposals. At this point, you're right,
if you're thinking this sort of thing is done
by big companies, that tends to come out when
a company dealing with complex things like selling consulting
engineering services, enterprise technology such as customer relationship
management or CRM, and point of sale softwares, real estate development, ETC. But what if you're
a small business dealing in digital marketing? And we'd like to get
clients through proposals. For status. You need to understand what is the proposal and how did I turn, which is actually
what you're going to do here in this entire, in this entire course, a proposal is a written
document intended to persuade the reader
towards a given action. Now in this case,
we're talking about a situation where
businesses a problem. And you wanted to show them how you're going
to fix the problem. Of course, in exchange
for something, it could be you guys are not
getting customers, okay? You're not converting or you are not really that
active on social, which means you're
missing out on something. And you being the expert in
the digital marketing sector, you read them a proposal saying, this is what I'm going
to do for you guys. These are two currently look like after I'm done with you, this what you're
going to look like. So basically, that
is a proposal. I want you to think of
your marketing proposal Is a soul presentation between you and your
potential client was, I wanted to remember that
glance and other same. Their needs are not the same. Their perspective towards business life, everything
is not the same. You don't just write on proposal and then all you do is exterior, changed the client's name and logo and then you just
send it out there. You always want to customize a proposal as part
the client's needs. Each gland has different
needs and you're going to bring those
out in a proposal. Here are the characteristics
of a proposal in a nutshell. Number one, proposals
are persuasive. Remember, they're intended to convince the reader
to add something. In fact, for the most part, people don't really know
that they are in problem. Well, they know
they're in problem. Sometimes they don't, but in order for them
to take action, something else has to happen. They have to be persuaded. In this case, that's what
the proposal comes in. Number two, there
could be written for external or internal audience. In this case, we are assuming that since you are
looking at for a client, that you are an external person writing a proposal
to the client, or in this case, the client. The client is an
external audience. But the same can
be said if you're working in a company
and you want to convince your boss to take
a new project or to do something that makes you an internal person
writing a proposal. So they can be written for
internal or external audience. That's pretty much the thing. Number three, big could be
solicited or unsolicited. So basically, we
could ask for one solicited or you could just write to an
end approach them. But of course there
is a risk with that, okay, because I can
think of it that easy. You could just
spend time writing a proposal and then
they reject it. But if you develop a few, build a rapport with them and then boom, here's a proposal. Then that makes your chances of being that project
being accepted or your proposal being
accepted, the chances go up. But the point is, yes, they can be solicited. You know, you could ask
for one through RFP, request for proposal or no. They can be unsolicited
where you're just quoting for clients and then you have something
put together, it convinced them
to jump on board. And finally, the
length will vary. There is no rule that says all proposals must
have like ten pages. Some companies just have a
template that is supposed to fill in and it's like
a four-page thing and that's the thing
with their proposal. So the length will
vary depending on what you're trying to get across. Okay, so now you know
what a proposal is. You know the characteristics
of a proposal. I guess it's time for us to
move on to the next thing.
3. Types of proposals: The multiple just straight
proposals and walk around distributing
them to companies. It's true because I've seen I've been in situations
where somebody shows up in the office and
they have a proposal to for cctv cameras, something about
building websites and lets me unsolicited
proposal, if I'm being honest, I've also been in that
scenario when you're starting a rainbow printing out number of proposals and
proposals and company profits. I mean, they're just
a bunch of paperwork. And then I could just
walk around giving the issues and how to
potential clients, hoping that I'm going
to convert some of them or actually some of
them are going to call me. Yeah, it didn't go so well. Sometimes you probably
need a strategy. In fact, most of the time you
need a strategy so that you don't waste a lot of
energy doing something. And then you think,
well businesses hard. Therefore, I'm just going to
put you into something else. But sometimes the problem
is not the business itself. Sometimes the problem is a
strategy are using, I mean, you just drink
things on the wall and hoping that
something is going to stick before you start talking around or emailing
random people. You need to understand how
proposals actually work. First of all, you need
to ask ourselves, what are some of the
situations that will give rise to a
need for proposal? So he has some of
those situations. A company may send out
a public announcement requesting proposal
for a given project, descend out an information or it wouldn't be
on the website. It could be on the newspaper, it wherever it is rich. And it's accompany saying we
need somebody to come in, fix whatever it is. Okay. We didn't somebody to
help us, it's social media. We need somebody total
possible devotees, potential suppliers. In this case, we'll start
sending out proposals. So that's the company with the company has done the company has put out a request
for proposal or RFP. You've been an interested
party can then write proposals in which you summarize your
qualification, project schedules and costs, and discuss your
approach to the project. The recipient of
all these proposals will then evaluate them, select the best candidate, and then work up a contract. That is an example
of formal proposals. The entire process is formula. But the thing you have
to understand is that not all proposals are
going to be formal. In fact, there we have formal proposals and they
also have informal proposals. Imagine that you're
interested in doing a project at work. For instance,
introducing a new way of capturing leads that
you're going to convert. You've been doing things the old way and
you have an idea, you think this is
going to change the way you're doing
things in this department. And that will lead
to more revenue and more revenue lead to salary
increase wherever it is. You have that in your mind. Imagine that you met with your supervisor and try
to convince all of this. She might respond by saying
something like write me a proposal and that presented
to upper management. In that case, there
was nothing like RFP. There's nothing like a
request for proposal. That is an example of
an informal proposal. Proposal can be formal and
proposal can be informal. Most proposals can be divided
into several categories, such as internal and external. Internal. We've already talked
about that on that, the one that you actually
write to your boss. That is an example
of an internal proposal because
you're working there. And externally is when you write a proposal and send it to
somebody or trade organization. Because you want to convert them into your client or activities. I mean, it's just so
much about client. It can also be those things
you've seen NGOs were derived proposal needing help with
finances or resources. But in this case, we are
talking about you writing a proposal for your
digital marketing agency. Forget about the
not-for-profit world. If you do that, that becomes
an external proposal. Proposal can also be
solicited or unsolicited. Solicited proposal, dirty. Somebody asked for one. Solicited is where you saw a need and you've done
your background research. And you approach
these pastel and you talk to them and boom, you show up with a proposal. This I'm going to
fix your problem. They didn't they didn't
really ask you to do that. But you've warmed
your way up to them and finally rounded
out the proposal. It wasn't asked for. That is what makes
it unsolicited. With unsolicited proposal,
use sometimes must convince the recipient that
a problem or a need exists before
you can begin. The main part of the proposal. That is, you're going
to find yourself as you're starting a business. You're going to find
yourself in most cases, having to convince glands
that they have a problem and they need a solution, right? Types of proposal, solicited, unsolicited, formal, informal. See you in the next video. If you have any questions, obviously, you know
the rules, okay. Ask don't sit there
with your question. Let's talk about something else.
4. Understand your clients before you write a proposal: There's always the temptation to just jump into
writing a proposal. But before you start
rectangle proposal, there are few things
you need to know. So in this video and picture
mouthpiece, second, third, the next videos, you're going to look at some of the
things that you need to factor in before you actually start
writing your proposal. Writing it is, that's
on the hard part. I mean, it could just
download template and edit. But there is the
question of whether or not you're actually going to
succeed with their proposal. So before you start writing it, there are a number of
things you need to know. The first one is that you need to have
answers to questions like, why shouldn't clients
pick my business? Why shouldn't they peak
compared to the competition? Why is my solution the
best one for the client? The answer to those
questions just come down to something like, what exactly do you know about the client and what do you
know brought to the problem? You need to have those sensors. You just can't take
your laptop and start typing and then boom, print out. Sure. Or in this case, design a good PowerPoint presentation
converted into a PDF, which is what you're
going to do anyway. And then send it to them or show up at the place and
present the thing to them. Well, in that case, I just made a nice presentation to a problem that
they don't even have. You need to have answers
to those questions. Your proposal needs to
demonstrate that you completely understand the client's industry and the setback they are facing, you have to conduct extensive
research about your plant. I mean, that's, that's
where most people go wrong. I mean, it can't insist. I can't say that enough. You see you just can't
show up and say, look, we are going to fix how you guys are
doing marketing. And then they're
like, yep, yep, yep. What are you going to do? We're going to start marketing
your product on Instagram. But our target
audience don't use, you're going to use Instagram. What are we going
to do about that? Then they're like, okay, maybe, maybe, maybe you
can try YouTube. Look, you should have known
that before you show up. You have to reset your client
before you show up there, you have to know these
are their problems. These I'm going to
fix it too often. Proposals are full
of legal, technical, and marketing jargon
that both the client or the packed with
information about the company, MY myself in die with
little to no attention given to the customer and
their specific needs. And you see that when people write proposals like boaters, we've been blah,
blah, blah, blah. I mean, look, we don't care about you guys didn't
even know that you exist. The only thing they
care about is you have a problem in 20 to be fixed. I'm not saying don't tell
them about yourself, just seeing yourself
to understand that I'm the client comes first. When you're communicating,
think about what they actually need and then make
them see that problem. Let them feel discontent
with that problem so that they can be
uncomfortable enough to decide that they
want a solution. So don't start by telling them how your company was founded in 1572 and you elect the
drug stuff, whatever. Look, it doesn't matter. The point here is you really have to research your client, proving to your client that
you completely understand the situation opens
a win-win platform where the client is
open to whatever you're saying and easily persuaded with what you are offering every part
of your pitch, every part of you a message should be, should be screaming, should be telling
this gland, Hey, look, he is going to fix
this problem for you guys. Here's what you're
going to look like. Basically, it's going
to be a win-win. That is all they need to
see when they're reading a proposal or when they're
looking at your presentation. Or the point is you
need to be telling them that you're the right
person to handle that job. And by doing that, by accepting a proposal, there are going to be winners. It's not about you, it's about the client. The first thing, what exactly do you know
about your client? That is the first thing we
need to know before you right? Before you start
writing a proposal.
5. Prequalify your client before you write a proposal: With business, you
need to understand that not every lead that contacts you will be qualified
to purchase from you. Some may be looking for the cheapest praise
or they may not have the money to afford you gonna be probably
thinking that weight. They did put out a request for proposal and we
answered the request. And therefore they're serious. Well, sometimes companies
are just shopping. Sometimes they just looking for the cheapest costs depending on the market that you are in. Sometimes I just
trained to develop their walk-away position
from a given negotiation, they are developing
their best alternative to a negotiated agreement. There could be doing that. They're like, okay, this case we had to do this thing for
us and not being a twelv. Let's see what else is in
the market that the next time you're negotiating
with them, we have options. That's a thing.
What am I saying? What I'm saying is
that you need to pre-qualify you, your customers. You need to know if
they're actually the sort of people you want
to be writing proposals to. And even if you write one there, people can afford to
pay for your services, avoid wasting your time creating an in-depth business proposal
for unqualified leads. Figuring out if the
potential customer is qualified to pay for your service is the first tip in your pre-qualification
process. If you're probably thinking, how do I do this? Well, there are number
of ways you can do that, such as number one, call or email them and
ask them questions like, when do you intend to
start this project? How much is your budget
for this project? So when do you want to start? What's your budget took? I'm going to attach a PDF. A PDF in the resources
section of this course that has some questions that you
can use to pre-qualify. I mean, there are a
number of questions, like over 1020 equations. Just going to go through all
of them in these videos is going to be one long
video for no reason. When you can easily read them. Download that PDF, and then
check out those questions. Those are questions
you're going to be sending two plants. You don't have to send them. But as you're doing
back-and-forth conversation during
the proposal, just those questions
that are going to help you to know if these
are cirrhotic client. It was a joker in the
resource section. So there are number
of things like, how big is your company or
minimum occurs? Do you have? Well, who exactly are you
in that organization? If they're not, the puzzle is making a decision in the other. You've just given
them a proposal, then it means they're
still not going to make a decision you need to get with the person
is making a disease. So there are questions there that will help
you to pre-qualify your customers or
your potential plans before you start doing
an in-depth proposal, download it and check it out. Let's move on. Let's move
on to the next thing.
6. Have answers to these before you write: Now while optimism
is a good thing, not something that
is better than being optimistic is having a strategy. Strategy is way better. Because just thinking
positive with 0 strategy will
still get you far. I mean, you want
to be depressed, but you want to
get to fire that. You need, you need
a strategy right? Before you start
writing a proposal. There we did mention
some questions, but there are more
questions that you need to find answers to yourself. You need to have answers
to questions like, why is the prospective
looking for help? Now, why is that important? Because if you know that they didn't know how
to convince them, if they're not the ones
we're looking for help. First of all, you have
to understand one thing, maybe the solution,
the proposal. But since you've already saved proposals can be unsolicited. Sometimes they're looking for help and they don't even know. I mean, you've
gone through let's say it's real estate business, struggling to get leads. And you have this idea
that you can help them to make videos for social media. Youtube, facebook, YouTube,
Facebook, say LinkedIn. Videos about Holmes, videos about problems that
homeowners are going to face. Videos about what
to do before you buy a house and things
of that nature. And through those
videos, you can get leads that you can convert. It becomes a potential customer. They're not doing that. And you think they should be doing that. You see, they have a problem. They just don't know
that there were problems in that case. You know, why the prospect's
needs help, remember, proposals are intended
to solve a problem and people only pay for perceived solutions
to their problems. People don't just throw money. Look, it's not so much that they have a problem ordered
in order level public. It's that they see that
they have a problem. It's like when you decided
to check this course, you know why you did it to
your friend, may not know. If you're going to spend your money on these,
you know what, you're spending your
money and you know, the sort of value that you
are anticipating return. That is the reason
why you need to have answers to questions like, why should they
pick my business? What makes you the
right choice in the eyes of the client,
you need to know that. Because if you don't know
that, what are you going to convince them that
you're the best? Next? Why shouldn't they
pick the competition? You need to know why in the eyes of declined picking
your competition, your competitor is
going to be a mistake. If you don't know that, they just don't know those
two situations. So we picked you because
you're the one who's closest to where our company is. And actually, if you
put in more effort, you can just walk
past your office to the office and pick
your competitor. You need to have
something better than because you are too
and there to pick one. And also something else that you need to have an answer to is, why is my solution the
best one for the client? So the client needs to see
you a unique selling point. This can be as a result
of differentiation, cost, or even brand. The point is, you are trying to show them your
competitive advantage. Is it because you have
the most economical cost? Is it because your
solution is unique, that the other guys can't
even bother copying it. And if they tried just going to cost them more money to copy it, Is it because you have
a stronger brand? And if they walk with
you, the brand itself, that association is going
to create a strategic, some sort of strategic alliance. I mean, all these things are some factors that can help
you to answer the question. What's unique about
your business? The secret of winning a
business proposal is to answer every question that could possibly renewed persuasion
effort by coming up with appropriate and
compelling solutions. It could be in a situation where the client end up choosing
a competitor or you could've seen a situation where a client can choose
a comparative tool. I've seen on all
those situations where the client goes
into competitor? No, because the
competitor is cheap, the computer is expensive. But some other just
think that person's probably proposal is
way better than ours. So it's not so much
about the cheap one. I mean, yes. In some cases, like
in cases of tender, we tend to go with tender
that is most economical. The one that has most, that makes most economic sense. But sometimes there
is not the case. In some cases somebody is
willing to pay top dollar. You need to know that.
That's the point. You need to know why
should they choose you and not your competitors? Will proposals. It's not about choosing
the most experienced, the most skilled, or even
the most proficient. It's about choosing
the best feature. You need to know that which, which solution best
fits our situation. That is, the first
thing you need to be having in the back of
your mind when you're, when you're writing a proposal, you need to have
an answer to that. From the client's point of view, the one to know who
understands our needs best and do will
give us the best. What I'm saying is that you
need to be thinking about benefits, not reaches immediate. Probably say Look,
he's going to do you're going to help
you get many followers. Again, to help you get
too many comments. Sure. But what does that mean
to the bottom layer? What does that mean
to a business? Alright, so we have many people
commenting on our posts. How does that translate
to more profit? How does, what is
the benefit of that? So tell them the
benefit is small. You're going to get
many people clicking on this lids and signing up. And from that, you can do the phone call or even if
that's in service you offer, we can call them on your behalf
and try to convert them. When you get too many
people talking about you. A business that creates
a stronger brand, okay, that makes sense. As opposed to telling
them 50 people in a day talking
about your business. They need to see
it as a benefit, not as a feature focused on
benefits and not features. I mean, the other you understand benefit versus feature is you see your phone exactly
due to their phone. You probably texts, call, access, the Internet rate, or take photos and
all that stuff. Yeah. Well, those are those are the sum of benefits that
come with that phone. But then there is
somebody else who just makes a call and texts. And yet their phone has the same features
as probably a form. If the viewers benefit differs from what
you view as benefit, is the benefit that matters? The features that
are important, yes. But the benefit
of those features are what you need
to be focusing on. So tell them that. Alright. So it all comes down to unthink, tell them how
they're going to get the return on the investment. That's an easier way
to convince them. You need to have answers
to all those questions. And finally, before you
write your proposal, Let's talk about one more thing. And then now you can start talking about writing
the proposal.
7. Are they open to upfront consultation?: You've finished your
searching your client and concluded that they have a need and you
can solve that need. Now there is one more
thing that you can do that actually gives
you a strategic move. Rather than just starting
to write a proposal. How about affording an
upfront consultation? You probably think,
what's the point of consulting if I'm
looking to land a contract proposal is
basically a sales document. You want them to see that you can do this thing for
them and then hire you. If you're consulting for
them, it's the same thing. The district going
to look at you and see that these guys
are the people to go with having to read the proposal earlier there when you're doing
the consultation, it actually the
person from mean, it's easier for you to convince them if you are already on their team or if you're already part of their team,
you are one with them. That makes it easier as opposed to just some
stranger saying, I can do this thing
for you. In that case. You've not done anything for us in so you just have to
take your word for it or you've checked the world of referrals if I
told you already, but let's say you don't
have any referrals. So it's a serious thing. And if it is a sales team, we can copy some of our data, we can borrow some of
brand trust is sales tips. Number one, cell
benefits, not features. I mean, you've talked
about benefits and no treaty as you
sort of understand that number to sell to the
people most likely to buy. Three, differentiate
your product. Number four, get face-to-face. Now you're starting
to understand the way the consultation things
there is a nice idea, right? It gives you face-to-face. It means you get to
know if the client is actually kind of food being you. It also means they get
to see your benefits. The features that
you're offering, the gate-to-source or model. I'm not saying do the
entire thing for them. I'm just saying you can have like a C sharp for
like a day and say, if I were you, I'll do
this and that and that, and I'd rather you
do this and that. And now from there we start seeing you as
a credible source. That is a strategy you can use. If you don't use that
strategic and straightaway, go ahead and write the
proposal so you see the point in as much as you are calling this course,
writing a proposal. The idea is for you
to learn the client. If there are alternative
ways of landing declared that don't involve
your writing things, a lot of things, then
why not go for that? Because even if you
consult for them, you'll still have
greater proposal or some point we will
still be like, your neck can do a better
job than just this end. He has or a mean. And if they accept your deal, you still end up
getting a contract. I mean, think of it this way. By offering upfront
consultation. Then his OT you're doing. It allows the client to know
you on a personal level. Number two, it enables
you to understand the needs of the
prospective more fully. And finally, you get to show how much value you
can offer upfront. That's a nice strategy, is a strategy that helps you to increase
your chances of winning. Are four things you need
to, to sort of factor in order to think of before you
start writing a proposal. Now, if you have an answer to all those four videos we've talked about design
plus the other three. Well then I guess
it's time for us to start writing the proposal. Now. Again, look, if
you have an equation, it's learning by doing it. It's also learning
by participating. If you have any
question at any point, just make a note and then
type it there and respond. Anyway, let's move on.
8. Cover page: The first thing that I'm
assuming at this point is that you really know
the client's needs. And also you at least have
an idea you have an idea of, I mean, you're good
at what you're doing is alarm saying Rich, you note the clients
wants enjoy you think, or you are the best
at what you do. It's your time, It's
time for you to convince that clench to actually
become your client. We start obviously
with proposals. That is the main page. The main page is
supposed to show the client that they are part of your supposed to bring the win-win thing that we are
together from the get-go, you want them to feel that
way, which means what? Your main page is supposed
to show a number of things. There is going to be your logo. I've done these PowerPoints, so these are just slides that
you can, that you can move. I mean, they're just
images. You can move them. This one, I'm doing it in PDF
or in PowerPoint and then convert it into a PDF
which you can download. If you check out the resources, there is a version of that you can download, go through it. But for status, let's go back. So this is the
cover page you rate your cover page is supposed
to a number of things. There is your logo. I've just made up a name here. Xyz manufacturers limited
river, no idea what that is. I mean, you can do a
better design than this. This just something I
pulled up the picture here. That's just a picture. And you can get these pictures
from sites like Pixabay, pigs Berrada,
pixabay.com where you have those free to use pictures. In this case, we have a
digital marketing proposal. Does it show it shows a logo, there's a title, there is the client again,
the client name. I mean, you want them to feel as though they're
part of the team. That's the whole idea there. So the cover page is supposed to attract the attention
of your of your client. So you obviously can do
a better job than that. So go ahead and do it. So that's the first part. That is the cover page. That is supposed to make
them feel feel warm. So don't just put your
login then ignore them. I mean, it's it's it's
you you know, you are, but this proposal is addressed to the client and they need to start feeling that
from from the beginning, from the get-go, they
need to know that, okay, we are part of this disjunct and it's going to be a teamwork. It's not just some guy
doing things, you know, the Messiah complex
thing, showing up, fixing our problems
in going away. So that you start with that.
9. Show them where they currently are: Understand that having
a beautiful page, having a beautiful page
alone is not enough to convince the client to jump
onto your proposal, right? Think of it. In other way. You
can put you in fact, just try putting the answer. These are just
interlock your fingers. See how that feels right? Now. Try reversing it. Okay, so try doing it the
other way. How does that feel? It feels uncomfortable, right? That is how it is
when you're trying to make this glance to change in as much as they have a problem unless they approached you
with that problem. So in that case, they've already identified
that they have a problem. But for the most cases you're going to be
prospective means. You're the one who's
trying to convince the client to buy
into your idea. And so you have to start
by making them understand where they are and how bad
the situation actually is. The reason why if you have, if you have glands that
you've worked with, it becomes a nice idea
to just tell them, Look guys, here's where you are and here's where
other people are. People I've worked with. And
we will come to that later. But the point is, right now, it's time for you to show them
how bad the situation is. Which means before you actually
start writing that part, you must have done
such on your client. Do a deep dive into the first book into
their digital marketing. You know what you're
doing, right? If you're focusing on websites, checkoff their SEO
ranking and things of those keyword drunks rather,
and things of those nature. Their website set of strengths and things
of those nature. You restarted that if it
is YouTube subscribers, the engagement view set of duration and fixed,
all that stuff. Of course, the question is, how do you know that? Well, there are sites
that give you that data. Of course it comes at a cost. But since you don't really have money,
that's the assumption. I mean, it could be
having money, but let's say you don't have
money or bootstrapping. They it means you
have to physically look at their Facebook
pages, see OK, the posted something today and they've been posted anything else or the process
something three weeks ago. And somebody has
asked a question, they have not responded
things of those nature. People don't really engaging
with their content. Of course, it depends
on the type of content. Also, sometimes you put out
a contract that people, It's not every company that
is going to be putting out funny contents that
people can react to. It depends on the industry. So in this case, it's time for you to show
them where they are. That would mean I'm showing
them their current position. Again, as I pointed out, that suggests things
from the PowerPoint. First of all, notice our logo, their logo obviously go
and do a better job. In this case, I'm just
using these to show you their Facebook likes. The number of likes flow daily, you can do weekly,
you can do monthly. People talking about their page or in this case your page. So your pages there are page if we're talking
about in this case, it's just drink children. He is where you guys are. Now, that data that is
something that I sort of just pulled out on social blood. You've got the thing,
screen capture and then crop and then paste
it there too. The point is to
make the situation become real to them
as real as possible. It's part of the
field force analysis. That is what you're trained
to do in this case, there is unfreeze, move, freezed, think of it this way. If you have water
in a container. So let's say you have water in a container and you
wanted to change the shape of water so that
it can move from these it shipped into
something like a cube. What do you do? First of all? That only works if
that Toyota is frozen, so you unfreeze it and then you move it into the
shape that you want, and then you freeze it in
the matrix remains that way. What you are doing the client at this point is unfreezing. So that means you're
trying to make sure that that comfort that
they have as change. And that is the reason
why you're going to have to show them
their situation. You're going to show them
that, look how this thing is. Look at, look at this graph. Look, you're not where you are, things that are going downwards and they need you to understand that we need to move
this thing upward. So you need to show them that they're not just going
to be happy to move, especially if they're not
the ones who approached you. You need to make their situation
look very real to them. Again, I just want to
point out that these, these are just
screenshots, okay? You can do a better job. And I end up there are
only three things here, but it depends on
what you're doing. So if your social media, if you are a digital marketing
is about, in this case, you are targeting the client
to do some web optimization, then you aren't realistic
pictures that show that. I mean, not just some
pictures of people's smiley. You want to make the suggestion
and real to the client, so don't dentist. I mean, if the
expression is bad, that's even better. Okay? And if it is possible, now you are showing
them where the arc. So the next thing
is to show them where they're supposed to be. Anyway. Do that. So the first thing is understand their situation, showed them this way you
guys are and it's not a good place to be compared
to your competitors. So that also means you have
to know their competitors. Just don't try to proposal, trying to convince somebody
to buy into your idea. And then you don't
have leverage. Information is power, right? So by having information on both their competitors and how good their competitors are. And you proven that you can have them beat the competitors. So you see, you start persuading
them to join your team.
10. Show them where they should be: If you've, you've shown
them where they are, you showing them how
bad definition is not safe for you to show them where they're
supposed to be. That's important. Here's our
body situation is you're supposed to be these were these the reason why if you have plants that if you
act with before, that becomes important because
those glands are going to act as your testimony. So I don't lose situation
for don't tell them, show them, see if they can see that you have people
that you've worked with. And this report green better, that will help you to sell. But if you don't have that,
the other ways you can do it. I mean, first of all, learners,
to think about these. I want you to remember
that people don't just spend money, his money take it. It doesn't work that way. People don't just spend
money because they have money when it comes to
situations like these, people spend money
because somehow they think that the thick of it, this way, it's an
opportunity cost. If I keep the money,
What am I gaining? If I spend the money, What am I gaining if the
gain is more than the, before I'm gaining is more
than the money that they have. Then I'm going to spend
money and game that it's your choice to eat pizza or something,
whatever it is. It's his money. Here's the food. I can keep the money, but
I can make this food. And if you're thinking,
nope, I need to eat food because of Maryann, but you don't need to
eat fancy food rate. So if you decide to
eat something fancy, because you're looking at the opportunity
costs and thinking. The mind is, is kind of
pointless. Let me just Iterative. I went to iterate. That is the thing
about spending money. And that is the reason
why you need to show these people where
they could be. And so that means you want to show them how
their plans look like. If you don't have
if you don't have I mean, if you had testimonials, testimonials so sharp
your testimonials before, before you bother talking
to their competitors. But since you don't have the assumptions
you don't have, I mean, if you have, then you bring in the people
you've worked with. It's like, look, I've
walked with these people. Here's what they look like. But if you don't have that advantage,
maybe just starting. If you are starting, then
remember you've just shown them how bad
the situation is. A nice thing for you to
show them where they could actually looked like by comparing them to
their competitors. In this case, it's more
of his life to look like. Again, just PowerPoint stuff. I mean, you can't PowerPoint. And then you sort of design in this case, what are we doing? We're taking a boat.
And in this case I'm using YouTube as an example. So these are, these are
social, social drinking. It's kinda showing them, Look, here, are your subscribers. Okay? Make this one bigger. Here you're subscribed, but you only have 2970 subscribers. And your competitors
have 36,500. Yeah, you are total
views currently, okay. 256 thousand gazes
have 2.3 million. The number of uploads, blah, blah, blah
and all that stuff. Of course, the argument
to make to be, but this gets started
earlier than that. Well, the market doesn't care
about that sort of stuff, so they can't use
that as an argument. I mean, they could try.
It's not helping them. That is making excuse. You just want to make this equation loops are real to them. Here's where you guys are. Okay? Here's yet the gaze of
competing with our clients. Don't care how long you've been in the market at this point. They just want service
and they're going for these people
because of 1234. And you tell them that you make that discontent real, okay? You create a discontinuity. You make them realize
a desecration is bad because look, It's
part of change. People only changed
because either they become smarter or the growth through
a painful experience. And they realize if
they don't change, they're going to be going
through that on the irregular, in this case y1 then to
change by telling them, here's your situation, Here's
your competence situation. Here's the difference that
we need to cover so that you can be here and
then go past that. That means talking to them
about things like that. Things like look, here's your situation are not
changing in new to fix that. You let them know of all that. Again, these are
things that you can, you can do a better, a
bit better job designing. That's just one pinch. But if you're writing a
proposal in this case, it depends on what you're doing. You're going to have detailed
explanation of that. Just don't slap pictures there and then they're
like, okay. Okay. Okay. I mean, if
you had there too, if you have to explain the
pictures, then that's okay. But if you're not there
to explain the pictures, you have to add
something more to that. So you short them
where they were. Now you've shown them where
they're supposed to be. You know, you're moving on. That's the whole idea. Remember it was those
problems they had. And so you've just
shown them, Here's your problem and here's
your supposed to be. If you are the plants
in-between days, Nick, here's your problem. Here. The people we've
worked with, these, they look like so
you show them what your clients look
like. Okay, there. See if you do something like Facebook, likes the engagement. How bad they were before you
started working with them, how better they've gotten as you've been
working with them. So the percentage rise
in the engagement, the percentage rates in the EVD, something like lead conversion. How many leads do you
get your plants per day? Things of those nature? Point is you're convinced limit telling them here's where you
are his way other guys are. Okay. I mean, I keep
on repeating that, but that's the whole point. I mean, proposals
just come down to basic things like where we are, where we want to be, and how I'm going to help
you to be there. And once you're there,
deserts are going to look like It's pretty much that. And finally, hitting
so much glucose. That's the basic of a proposal. And so far I've just talked
about showing them where they are versus where
they're supposed to be. Again, if there is
a question you ask, so let's move on
to the next team.
11. Introduce your solution: Let's quickly catch up on
what we've covered so far. You know what a
proposal is, you know, characteristics, you know, things you need to factor
in before you write one. You also know how to design
the page, your cover page, assuming that you've also shown the client where they are. I'm talking about the
current position. You've shown them their
current position based on all that does is just an
example in a do a better job. You've compared them
to your clients. How our clients look like
or is OTA plans look like and makeup, make that up. Do a better job than that. If you don't have clients, you've used their competitors, which means you need to identify their competitors and Blake, Okay, Look, you're competing
with those people. These situations. These are good. They
are on Facebook, they have, in this case, let us see, they have like 3.9 million people like their page or people follow their page. And the assumption I'm doing
here with these pictures is that EBC lead limited is their
plan, is their competitor. 123 enterprises is another
of their competitor. You've done that. Basically what
you've told them is, here's where you guys are. Easier supposed to be. Now the next question
is, yeah, we get that. What exactly going to do for us? Then for you to show what
you're going to do for them. And that is where you are. Digital marketing
thing comes in. So what are you an expert of? You tell them that, which means you introduce
your solution. The thing you have to
remember is that when it comes to digital plants,
they tend to vary. Some just wanted things like a strong brand
manager followers, leads that can convert
subscribers, all that stuff. The point is, you know
what you're good at and it's time for you
to present what you're actually good at. And that could mean
in your proposal, you want to talk about
his OT will do for you. You have to tell them what
you will do for them. Is it Customer Acquisition, branding, promotion,
or is it engagement? You build that again. In this case, it's
just a PowerPoint. That's just a picture
that added there. You just want to make the
thing look beautiful, rich. You want to tell
your client what exactly you're going
to do for them. And that means introducing
your services. The point is you have
to know what they want, that we just don't present
a standard proposal like one of those
proposal adjust, right. And then if anybody
wants a proposal, we just changed the name
and you don't do that. You need to know
exactly what is it that this client wants and that
is what you present to them. Your proposal should
be adopted to the potential clients need. The thing is that you need
to show them the benefits. It's not just that they're
going to do brand awareness? No. That is a feature
that you're offering. There is a service that
you're offering by Tau. The debt service
has benefit them. That's what you need
to be showing them. Take something like YouTube. Youtube allows you
to upload videos, but it enables companies to advertise and content creators
to monetize their content. All I'm saying is
don't just waste your time talking
about your services. Tell the client what those services are
going to do for them. Don't just say we
are the best people in copywriting and the best
people in creating websites. Sometimes you end up wondering, why would you even
have a website? Where in what you're doing can
be done via Facebook page. That's the thing you don't
want your clients to be paying for services
that remember, you want these clients
now so that in future they can become your referral when you're
dealing with other clients. That is the reason
why it's important. It's important for you to
ensure that these people understand the benefits that are going to get from
you, your service. You also want to
show them samples of what they can expect. For instance, custom videos, awareness, posts,
engaging content. You can have those on these,
just an example, okay? Okay, It's just a
screenshot anyway. Let's assume that's
like a video or something that we
can have pictures. These lake called Lake website, we write to post on
social media like Facebook or just a picture
or whatever it is. So these are just sample posts that you want your
clients to see. Of course, you're going to
have to do a better job than just jumbling
everything together. Then we did a mini only
did this because anyway, the point is you
want to show them that if it is something like, Let's say lead conversion, you also want to show
your client that look, we are going to
run Facebook ads. These ads, and all these ads are going to be driving traffic. Stuart's, our landing page. Read them to know that
from the landing page, maybe these people are going
to buy your product or activities and
you'll get deletes. What do we get deletes?
And you can convert them. Now supposing they don't
act on the landing page, we can still do
another retargeting ad based on things like, I mean, if it is Facebook, you're taking a
boat to targeting, then it means you're talking
about big sale and all that. So you want to decline
to know incremental, walk them through the problem and now you're going to solve it so that they know that you're actually good
at what you're doing. That is what you are
showing them there. So basically this part means
selling your services, convincing them that you're
the best in that market, and that is what you're
going to be doing. That is yourselves. That is how you do
your sales speech by showing them what you're
going to do for them. So you write down that one down. It was written. If it is PowerPoint
presentation, you presented that if
it is face-to-face, you really convinced
them because these now we are
your servicer, okay? That is your service.
You're basically introducing you
what is it called? Introducing a solution
to the problem. So you have to do a good job.
12. Do you have any other deliverables?: You've done a good job
convincing your clients. But as part of convincing
your client again, you may want to show
them if you have any other deliverables under service lucky of
you probably have, let's assume you have bronze, silver, gold or
something, whatever, depending on how you've
arranged your services, the plaintiff, you have any other additional
deliverables. You also may want to
talk to your client, the board dozens, these provides you an
opportunity to upsell. You've already sold them this, and then you want
them to buy something extra or to hire you
for an extra service, it's just more money for you. You also may want to
talk about those ones. Are that point I'm
talking about things like say email marketing. Maybe you help them to create
follow-up e-mail based on any campaign intended
to collect emails. I'm just going to create
follow-up e-mails are landing page
creation if there is an extra service that you offer to capture leads
and all that stuff. Things like
copywriting, just don't post you probably read
those things for them. Monthly reporting,
things of that nature. The point is, if you have any
other additional service, you put them there. And why you're doing that? Because well, look, they could pay you for
the service you're offering. And then they go and
pay somebody else for something that you
could have also done. So if it is something
that interested in after you convinced
them and you realize this, something that they're also
interested in based on the research you
did before I even studied writing that proposal, they can't convince
them of that. Those are just additional
additional deliverables. And well, it's going to cost them because later
when you're charging them, you'll tell them, Look,
if you just go with the first packages are much,
it's going to cost you. If you go with that package
plus these normally these are much it costs you but you couldn't give you a
discount, blah-blah-blah. I mean, it's all about
negotiation or that point anyway. Yeah, there is that now
it's time for us to talk about the final bit
of your proposal. Which is how much does
it cost your client?
13. How much will it cost the client: If you've been writing the
proposal with one aim in mind and that is
landing declined. But at the end of the
day it's business. It's not just about
learning the client, it's about getting money
for your services. So how do you charge them? How do you convince
them to pay you? How do you put that one down? I mean, there are
many questions when it comes to money, right? But it just comes down to what do you think it's
obviously it's not worth? And also you have to
understand one thing. Don't talk about
things that we didn't mention in your client when
you're looking for money, you can't tell them
to pay you for advanced Facebook
marketing minion never talked about
that in your proposal. They're only going
to pay for what you talked about
in your proposal. If you mentioned advanced
digital marketing, then talk about how
much that would cost them if they go for
the advanced package. If you never talked
about that one, don't bring it up
because some people tend to try to be sneaky. It comes to payment. The lake, we have the Silver Package, you have the gold, we
have the platinum. Well, look, you're going to run those packages
the way you want. But it comes down
to the benefits or the activities that
are going to be taken. If they choose whatever
peculiar choose, you have to bring that out. There is the first
thing we need to know about two incomes to the charges because
grandma will proceed. Sometimes clans won't
even take your service, not because the services, but because they
can't afford it. Or the male suggest discredit your service because they think
it's cheap and therefore, maybe that's a
reflection on quality. Irrespective of how good
your proposal laws. These are things you need to factor in
when you're thinking about charging your
client in Heuer, you have a scope of
work in terms of ARDS, you'll be creating content. This way. You're going to avoid
that thing where the client just sees this week
are running an ad button, a companion these next week, I'll bring that in and suddenly you're overworking yourself. Make sure there is
fasting mixture, there is a scope of work. It's liquid going to be doing
maybe one post or two posts per week and something
of that nature. Maybe you're going to be
doing one blog posts, videos or something like that. And the three posts, maybe that's that's
the argument. You need to have that
from the get-go. Okay. It's like if we pay this much, these are to get and any extra
thing will cost you this. You really have to
be clear with that. I mean, if you
don't have a gland, you're probably thinking, I'll just take the little
money so that they become, yeah, you're going to
be making sacrifices. But remember some
people can relate to. And also you have to understand that the client is
paying you less. Just going to be as irritating as the client
is paying you more. So that's it doesn't mean that if they're paying
you less than they are for the liquid gas
due to walk more. They don't know that they
are paying you less. All the noise that they are
being new and therefore the need services for they've
paid for in their mind. That's the that's
the amount of money they think is right
for those services. There are going to
really make you OK. So you need to have a scope. And she went that you push for at least three
months agreement. You let them know of
your agency fee, okay. Let them know that
the cost of running an advert is not part of
the agency fee minimum. So let's say you're charging thousand dollars or something. I don't know. Let's go with
a thousand dollars, right. So that's what agency feed. That's a thousand dollars. And then there is the amount
of work that you've agreed. So the amount of work will
determine something else. We determine how much
extra you're going to need in case of things like advertisement and
that is going to be there. The normal tell you that we
need you to run three yards and those three outs you're going to deduct
from the agency fee? Nope. The agency physio money. That's the money they pay you as the agent or the marketing edit
to something like that. And then see if they
want to boost a post. And they're going to
spend maybe better on a $100 that under
dollars is from them. That's not deducted
from the agency fees. So you need to make sure
that they understand that and also need to make
sure that you have at least three months agreement. Why? So that you just don't put
a post today and intellect, it's not working
now you need time. You don't want them to do to give you a bad
review in the New, even give you time to show
them what you can do for them. So three months also means
that if it is money, at least you have money
to push you, okay? So at least you
have three months in which you're
going to be looking for other clients as
your business takes off. There is that there is any question
obviously, let me know. So you've written your proposal from the cover page
all the way to how much these people are
supposed to pay you if there is a question
and let me know.
14. Class project: It's time for us to take all that knowledge and
actually put it into practice. Meaning what plan for your
project is autoantigen do assume that a client
approaches you to help them with their
realistic business. The client wants you to handle
their digital marketing. The main targets are creation
of OLS to the business, basically branding rates, so they wanted to help them
to brand their business. Create awareness. Number two, they also unto
to increase engagement. In about three, capture lead for conversion
that the client wants you to primarily focused
on Facebook and YouTube. So can you put up a proposal? Okay, So put a proposal
together to convince the client that you're the
right person for that jump. I mean, they've just
been talking to you. You just talked in NLP. You want to learn and, uh, yeah, I can do that and they're
gonna go proposal for that because they need
to go and convince them to be my boss or
something like that. It doesn't matter. Just put off proposal to show what you're
going to do for them. And use everything that you've just studied here to
put that proposal together. Again, if there is
any question, I mean, as you're doing that, if
you're thinking, wait. It's okay, you can ask that. Okay. I mean, it's learning by doing and also it's participative. You're doing the project. If you are stuck at
some point, just ask. Type it, then we will talk about it if
we find Tamerlan site. So do that project.
15. Now that you are done: Okay, so now you
know a number of things. What do you know? You know, what a proposal is? Types of proposals, things to
take note of before writing a proposal and actually
presenting a proposal. I want you to
understand one thing. It's the details that
matter. I would details. I'm talking about knowing the client's needs,
things like those. You have to know what
the client wants. You don't just read stuff
because you're good at English and then you think I love to write into start typing. You have to know what
the client wants fast. And you also have to
know if the client is actually going to pay you because otherwise
you can just write a proposal that is not
going to be funded. And that is going
to be a complete utter wastage of your time. There are also many formats
when it comes to a proposal, but it all just comes
down to identifying a need and showing the client feel uncomfortable
about that need. Showing them where
they should be, endow you will get them there. And what do we look
like if they get there? Once you've done that?
Once you've done that, you're convinced
them to be a client. This course this course was actually in response to one of those courses I did about
request for proposal. Now with request for
proposal to the board, how a company can actually
write a request for proposal. And then somebody else can write a proposal as a response
to that request. If you've been checked that out once you're
done with this one, you can also check that out. Requests or requests for
proposals in the courses rate. Check it out. If there is any question,
let me know, Moses. And I'll see you in
the next lesson.
Moses Manuel, Entreprenuer | Lecturer | Author
