Have you experienced this situation?
You complete a proposal you think will persuade your readers to accept a course of action you’re suggesting. You submit your proposal and wait for the approval, but instead, your plan is rejected.
When it comes to proposals, business is often won or lost based on the writer’s ability to gain the confidence of the reader. What makes the difference between an unsuccessful proposal and a winning proposal? A winning proposal is one that uses the art of persuasion.
In this article, we’ll look at how to determine the type of proposal and how to apply the rules of persuasion to write a winning proposal that gets the results you want.
Determine the type of proposal
When you want to persuade people to support your proposal, the right type of proposal is key. To determine the type of proposal to use, consider how hard it will be to convince those who read your pitch to agree to what you are proposing.
- When there are few constraints (obstacles) and readers are on your side, presenting the facts in a short proposal format should be sufficient.
- When there are many constraints (obstacles) and readers aren’t on your side, you’ll need to include more content in a formal proposal format to persuade readers your proposal is beneficial.
This chart helps to assess the level of persuasion required to win over the readers of a proposal.
When you write your proposal, you need to tailor the content to fit your audience. The goal is to convince them to get on board with your proposal by giving them reasons to agree.
Use NOSE and the Art of Persuasion
Tom Sant, author of Persuasive Business Proposals as well as The Language of Success, presents a straightforward pattern to achieve the art of persuasion in proposal writing.
The four concepts of Sant’s NOSE pattern (need, outcomes, solution, evidence) address questions most readers have when reading a proposal.
1. State the Need
When you present a proposal, you’re making a recommendation for change. You need to identify the need for that change, and that’s where most proposals fail.
Too often, proposal writers confuse need with benefits. Solving a problem will produce benefits. Readers want to know that benefits of a proposed change outweigh other factors, such as time and expense. When you state the need, focus on concrete facts and data because numbers sell.
2. Show the Outcomes
The outcomes represent the benefits. Clearly defined benefits will help you win over your readers. As you write your benefits keep these three questions in mind:
- What is the main outcome?
- What are the specific outcomes?
- What are the most important outcomes to the organization?
3. Recommend the Solution
To persuade your readers to accept your proposal, you must ensure your recommendation is clearly and explicitly stated. Few people will agree to a suggestion they don’t fully understand or that seems vague.
You must also state the probable result of accepting your recommendation and overall benefit. Stating the probable result shows your readers that you’ve analyzed your solution thoroughly and that the need you identified will be resolved and the outcomes you identified will occur.
4. Provide Evidence
List the facts and figures that will convince readers your proposal will succeed.
- Include facts to bolster your argument for approval (cite similar plans or projects, highlight successes and how your proposal resolves any problems that may have arisen)
- Provide detailed financial information (how it will be financed, operating expenses, potential return on investment)
- Explain how results will be evaluated (what methods will be used, such as surveys or feedback from key stakeholders)
To show that your solution is the right one, use statements that will convince readers that your proposal is realistic and achievable.
Consider what needs to happen, who will be involved, time frames, cost details, what questions readers may have, potential barriers, and why people might oppose this plan.
By applying these tips, you'll be one step closer to getting a "yes" for your proposal.
