What do I include in my proposal and how do I frame them? (Proposals)

There's a line of thinking that goes… the “proposal” and the agreement should be synonymous. We often think we have to draft this time-consuming proposal to get a client. It's energetically and tactically taxing. Instead, I think of proposals as the written agreement after we've already agreed. In other words, proposals are like the summary notes we'd send to a client after a session. We find agreement (a true win-win for both parties) WITHIN the collaborative conversation, not within a word document.

My secret best practice is to write "proposals" in the form of emails. It's why I like the Offer Overview template. It's less daunting and just as effective.

A couple of personal best practices I live by with proposals (please take what works for you):

• Consider the offer design process is also an educational process. Sometimes it can feel a bit egoistic, but I think it's important to support our buyer in making the best decision for them.
  • Similar to buying a car. We're likely to buy from a salesperson who is willing to explain what a 4-cylinder engine means in laymen's terms. Not in a way that belittles us, but empowers our own autonomy.
• The proposal should FOLLOW the (verbal) agreement, not the other way around. Almost like you’re inputting notes from your conversation. (This changes slightly if you’re bidding on a gig)
• If our client is surprised with something in the agreement, we’re wrong 👎🏽

If you're designing a custom program...

I like to think of have two anchors when creating a group program.

1. What’s the ideal program? If you had it go your way and could almost guarantee the intended outcome, how would your program look?
2. What’s the minimum effective load? In other words, what’s the minimum programming that would still move the client forward?

As for what goes in the program, trust ya gut.

We want to be careful of offering up a bunch of options to someone who isn’t an expert in what we do and expect them to choose. Rather, by proposing two-three options with context, we reinforce the partnership and have them make an informed and empowered choice.

I use the same proposal template for both speaking and programs. I change the description of services on page one. It covers most of your bases.

Bonus: How can you turn this "proposal" into one of your stable programs?

Below is my email response of an exchange with an ABM Coach who was in the proposal-building process. Sharing a few of the questions below as they are applicable across proposals. 👇

Sharing thoughts below to the following questions: do you feel like this is an effective way to present these costs? And any other advice on presenting to her given what I’m trying to achieve?

Take what works and ditch what doesn't. 

• Have you already determined/discussed budget range with her? If so, what was her response? 
• Who is the pricing breakdown for? You (to prove your value)? Or them (for specificity and internal tracking)? Did she ask for a breakdown? 
• I'm cautious of providing breakdowns to non-experts (people who aren't coaches or facilitators). It's the equivalent of giving me the breakdown of car parts and asking me to make decisions on what I want to replace… I have no idea. I'm relying on the trust of my partnership to act in accordance with my best interest. 
• If you recommend an approach for them. Stand by it. AND THEN, let them tell you need to adjust it.
• Consider, what is the minimum amount of programming they would need to say yes to in order to get the result they want?
• AND what is the ideal of programming they would need to say yes to in order to get the result they need?
• How can you support your point of contact in enrolling decision makers? When we're enrolling people that are 2-3 levels away from us, there is a high gradient of enrollment. Consider ALL of the affected parties/constituents that would benefit from the program. What does SHE need to make the sale FOR you? (hint: you can just ask her)
• Is $30k in alignment with your financial goals? No judgment either way here. 
• How can you turn this "proposal" into one of your stable programs? EVERYTIME we get paid to make NEW content, it's a win. So if you're putting together a bundle for them, consider how this 12-Month High-Performance Program becomes one of your signature offerings. It's easier to document than create.