I was hoping for something more specific

One of my favorite songwriters is Todd Snider. He breaks down big topics into bite sized pieces that are relatable to everyday life.  And he’s funny!  Hilariously entertaining, irreverent and intelligent.  The New York Times, in a recent review of Todd’s music said, “Mr. Snider’s country-blues songs are deceptively casual and charming. The more you contemplate them, the sturdier and deeper they seem. In the stripped-down area where country meets folk, sometimes called Americana, there hasn’t been a phrasemaker as wryly quotable since the heyday of Kris Kristofferson and John Prine.”

One of my favorite Todd Snider lyrics is: “I went to see this therapist. She said, ‘just do the best you can do’. I was hoping for something more specific.”

How often do we write a proposal that just gives pages and pages of details about our products or services but doesn’t offer a recommended solution? Unlike therapy where the point is self-exploration, a RFP typically tells you what the prospect is looking for or describes their problem and goals. And, if your sales person or capture planning team has done their job, you know what the hot buttons of the decision makers are. If you have none of this information, by the way, ask!  In most cases, you have the opportunity to ask questions.  The more information you have on the prospect and their needs, the better your proposal can be – IF you write to those specific issues. 

Bottom line – be specific and customer focused. Instead of throwing in everything AND the kitchen sink, write about what is important to the prospect and recommend a solution.  Afterall, that’s why they sent YOU the RFP – to help them make a buying decision. You don’t want the reviewer to read your proposal and conclude, “I was hoping for something more specific.”