Proposals are a Process Not a Document

Business owners and buyers of professional services are often charting new territory.  This means they are frequently not quite sure what they’re asking for, what it involves, what it should cost, whether they really need it at all, and if they should seek professional help or go figure it out themselves.

Business owners and buyers of professional services are often charting new territory.  This means they are frequently not quite sure what they’re asking for, what it involves, what it should cost, whether they really need it at all, and if they should seek professional help or go figure it out themselves.

Unfortunately, many of your firm’s prospects (or even your clients) may feel this way too. Before you get defensive – think about it… You can be part of the solution!

Usual Process:

A business owner asks around to find two or three law firms that supposedly do what she needs done.  She looks at the firms’ websites and emails an inquiry about a specific legal service with mention the name of your common connection.  Here’s what she gets in reply:

Firm #1:  The attorney sends back an email thanking her and the mutual connection.  Attached is a PDF engagement letter that includes two sentences describing the service and the billing rate with an “estimated” number of hours for an “ordinary” engagement of this type. Sign and return to get started, or if she has any questions, just let him know.

Firm #2:  The attorney sends a multi-paragraph email of the process (which he makes sound arduous and complicated) that the prospect has to read three times to (possibly) understand. To his credit he does customize his language to her as the prospect and offers a fixed fee.

Firm #3:  The attorney sends the prospect a copy of the firm’s latest newsletter with an article on the very topic she is interested in and then asks if she has time to speak on the phone.  The next day during the conversation the attorney explains that he can provide the service she is interested in but also educates her on an alternative approach while allowing her to ask questions.  All of this is “off the clock.”

He tells her that on her own, with a reasonable time investment and small learning curve, she can take steps that will allow her to achieve a reasonable level of satisfaction for less than 10% of the cost of using a firm.  Certainly, it’s not the same level of service the attorney can provide but it is an acceptable course of action for her business and the one she chooses.  Then, since the attorney now understands more about her business, he asks about another common issue facing companies like hers.  Yes, she does indeed need that service and, grateful to have found an attorney who understands her needs, she hires him on the spot.

Advice:

When a prospective client knocks on your door, open it widely and offer a smile just a wide.

• Your website needs to represents the work you do. Both your bio and the firm’s Services page should reinforce that you are a firm worth doing business with in this area.  These pages should link to your thought leadership (articles or blog posts, white papers, case studies, newsletters, industry studies, etc.) on this topic.
• Digital communications are comfortable for some, but not everyone feels this way. Even so, you’ll get a lot more out of a phone call or in-person meeting than an email (two-way vs. one-way communication). If you were contacted by email, email only to set-up a time to talk. If you received a phone call, respond with one.
• Ask questions to determine the knowledge level and interest level of your prospect. Discover why your firm is an option, if the prospect used to receive this service from another firm and why they are considering a switch.  You may determine that your prospect is asking the wrong questions.  Take this opportunity to politely steer them in the right direction.
• Provide a written response (proposal) that:
  • represents your brand visually and with professional language (not jargon) that is meaningful to the prospect’s needs
  • addresses the issues you spoke about on the phone or meeting including timing of services, allayment of any fears, support for any goals, etc.
  • reinforces your understanding of the prospect company and why there is a need for your services
  • confirms why your firm is the best fit to provide this service
  • includes any articles, white papers, or thought leadership on the topic
  • informs the prospect that there are other business situations that will/may arise based on the company’s maturity or industry (regulatory changes?) and that your firm can help (aka – set yourself up for cross-selling later)
  • illustrates that you are looking for a relationship, not a transaction
  • offers to add the person to relevant firm email communications and connect on LinkedIn

Always know the next step in the process.  In your initial conversation, understand      who the decision makers are and on what timeline they are operating.  In your proposal, indicate that you will      follow-up at a specific time that fits within the prospect’s process.

Conclusion:

In many cases your prospects don’t know even what questions to ask, let alone how to determine if your final product is of high quality or warrants the fee. Invest the time to help prospects feel comfortable during the proposal process and you’ll garner trust and good will that will lead you to a long-term and profitable relationship.

Need help with your proposal process? Read more about proposals or contact me.