by Ed Barks

The phone rings. A prospective client is clamoring for your services.

The voice on the other end provides a quick description of their needs followed by those familiar words, "We would like to see a proposal."

But hold on a minute. Is it possible for you to craft a clear, sensible proposal that will serve both you and your prospective client well? Not yet.

Look That Gift Horse in the Mouth
Yes, I am indeed suggesting that consultants should, at this very early stage of the game, look upon that request for a proposal with all the joy of a visit to the dentist.

Business development is all about discipline: the discipline not only to grow your consulting business but to serve your clients honorably, too.

The fact is that consultants need to get adequate and accurate information from potential clients before putting pen to paper and writing a proposal. Your patience will pay off in the end, sparing you troublesome clients. Granted, this approach can be difficult in some cases, and it can mean saying no to certain projects, even the ones promising that elusive pot of gold at the end of the rainbow (if you truly believe in leprechauns, go right ahead and pursue what may turn out to be fool's gold).

What You Need
I admit it. I was once guilty of sending out proposals prematurely (personal confession: I am getting better but still have miles to travel). Now I insist upon a 10 to 20 minute conversation as a first step to see if we have anything to talk about. If your prospect balks at this suggestion, odds are you haven't lost anything by declining to submit a proposal. You are likely not dealing with an active prospect but rather with a window shopper.

If your brief chat unearths a qualified prospect, hooray! But don't fire up that proposal machine just yet. Now comes the time to meet in person (or by telephone in the case of a distant prospect) to assess needs.

This is a consultant's golden opportunity to learn about their objectives, perceptions about the value of your services, budget, and potential barriers. This is easier said than done, and I am not ashamed to point to myself as living proof. I am always working to streamline this information gathering phase, but it is a learning process.

My biggest stumbling blocks revolve around budget and timing, two areas where prospects often choose not to share or honestly have no ideas. You may face different roadblocks. Regardless of the specific issues, this is where discipline must enter the picture. When I fail to elicit necessary details, I need to gain comfort with saying the words, "Once we clear up those details, I will be pleased to send along your proposal."

In addition, I still must remind myself to arrange a follow-up appointment to discuss the proposal. Here again, if they hesitate, my experience tells me I am talking to a tire kicker, not an active prospect.

Be Up Front
What happens when prospective clients push back, still insisting on an incomplete proposal? A story: A little more than a year ago, I was working to strike an agreement on leading a series of media-training workshops for a California company. But I made a fatal flaw, neglecting to get enough information about their timing and participants. As a result of the shortfall, that piece of business is still hanging in limbo. I could have saved both myself and my contact there a lot of time and many unproductive calls and email exchanges had I followed what I now know to be a safer path.

Another point to emphasize with insistent prospects: I could write the most magnificent proposal ever seen, but if it falls outside the client's budget or if the client seeks dates on which I am already committed, it is an exercise in futility for both of us.

Finally, a premature proposal has no connection to reality. Why would you want to waste time reading a work of fantasy when you are expecting a business document?

A meaningful proposal means getting all the information you need. Only then can you give your prospects what they deserve: a solid proposal grounded in the real world.

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Ed Barks is president of Barks Communications in Berryville, Virginia. Phone: 540-955-0600. Email: ebarks@barkscomm.com

© Edward J. Barks 2008