Let Them Know You Listened

This is single-handedly the most critical element of the proposal process. The client doesn’t really care about all the wondrous accomplishments the contractor throws at you—they want to know if you can do their job and do it well. That’s it. Once the client understands this, then they’re more interested in what else you’ve done.

First and foremost you must make sure the client knows you listened to them in their job posting, that you understand what they need, and that you can do it for them. Three key things. If you don’t understand exactly what they need, that’s fine. Ask. This also shows you are listening and definitely works in your favor.

When you have shown the client these three things, you will stand above the rest. If your price is higher than your competitors’, then you will be able to justify it. I’ll get into pricing later in the chapter. First let’s look at the key elements of the proposal.

It’s About the Client

It’s amazing how many times this little nugget flies right by contractors who otherwise have the best of intentions. The proposal isn’t about you and what wondrous things you’ve accomplished. It’s about the client. Focus on this one element and you’ll be pleased with the results.

Explain to the client what they will get when they work with you. How will they win by awarding you the job? This will answer the question, “Why you?” which is lurking in the back of their minds. You’ll have time to tell them about yourself as well, but that’s not the primary purpose of the proposal.

Be Genuine

This goes back to the chemistry and personal relationship that you hope to build in the bidding process. A lack of genuineness can be smelled a mile away, and it’s not a pleasant aroma. Clients aren’t stupid. If you’re plastering on a fake cyber-smile and kissing their virtual backsides, they’re going to know it.

CYBER SNAGS

Saying “I’ve read your proposal, understand what you need, and would like to work for you,” sounds all well and good, but it doesn’t prove anything. You could cut and paste that onto any job posting. Prospective clients sense this. Create an opening that is unique to that one client.

Instead, try to find a connection. Bid on projects that inspire you and this will come through naturally. If they have a website, visit it and let them know you did. If they want you to edit a manuscript, comment on the content itself. Hopefully it will be interesting to you and you can let them know. If you have a personal connection with the subject matter, this is an excellent advantage.

Genuineness is a crucial step in creating the personal connection that will win you jobs and create long-term relationships. You can’t build a home on a crumbling foundation, nor can you build a relationship on insincerity. If you’re not feeling the mojo and can’t get excited about the project, then maybe it’s not for you.

Plan of Action

By now the client knows you’re thinking of her, and that you’re a genuine person living deep within her monitor. Next is to establish a clear plan of action for completing her project. Lay out when you can begin, what steps will be involved, and your estimated completion date.

Highlight the stages the project will require. If different versions, mockups, or drafts are needed, state when you will have them done for review.

The plan of action is the meat of the issue and it needs to be clear and concise. Bullet points are fine, or something more casual, whatever your style. But now you’re appealing to the practical, get-it-done side of the client. Imagine it’s like the sound of heels clicking on the marble floor of a long, empty hallway. Tick off the various steps involved.

Questions and Ideas

Asking questions and presenting ideas and solutions to the client that he might not have thought of are excellent ways to build rapport. By asking a question, you show you’re involved and thinking about the job. You will also gain valuable information about the details of the project.

Sometimes the only way you can really understand the vision the client has is by discussing it with him. He may want a website with X, Y, and Z features, but what does he really see when he thinks about it? By asking intelligent, well-placed questions, you can find the answer.

Don’t go overboard with this. One or two questions are fine, five or six are not. The same goes with sharing ideas. You want to show you’re already thinking of the project, not that you want to completely redesign it. If appropriate, share one idea for improving the concept and explain why it should work. Make sure they understand it’s optional, and that you’re just thinking of how to make their widget that much better.

In the current form of the Elance website, you can’t ask a question via workroom messaging until after you’ve placed your initial proposal and the client has initiated communication first. Therefore, you must get your questions and ideas into your first proposal.

DEFINITION

Workroom messaging refers to the Elance system that allows clients and contractors to communicate via a message board in each project workroom. All communication here is stored and saved so you can easily refer to it later.

Another option is to add them later and resubmit the proposal. This accomplishes two things. One, you get to ask your questions and share your ideas. Two, you get in front of the client twice and hopefully in a positive way. This will make your name more familiar.

Why Me?

Although you know the proposal is about the client and his needs, and you’ll be faithfully expressing that you understand how to do the job superbly, you must add a dollop of why you are the best choice. The key is to keep this short and zeroed in on the project itself.

TOP TIPS

Find the core goal of the project—Droomla website, ghostwritten autobiography, logo design for a medical group—and link your expertise directly to that goal. This is how you can show the client you are the best person for the job.

If the client wants a flash website, state you’re an expert in flash websites, having done X number of them in the past year (assuming you are an expert in them). If they need a technical manual edited, state your specific experience and how it relates to the project at hand. Having won an award for your screenplay may look great on a resume, but it has no relevance to the technical manual and that client’s editing needs.

Enthusiasm Is Contagious

If you’re hyped up about the client’s project, they will sense this and respond positively. But, as I mentioned previously, it must be genuine. This is why one of the keys to success is to bid on projects that you are truly excited about.

The client cares about her project and wants it done well. Why else would she be on Elance? If you care, too, and are enthusiastic about it, this will increase the personal connection exponentially. It’s really the best thing for both sides. Why become a freelancer if you don’t love your work?

The Copy and Paste Folly

Don’t do it. Don’t even think about doing it. If the personal connection is what will get you the job, then copy and paste is the opposite and what will lose you the job. I know it’s easier, I’ve done it. I know it’s faster and you can get more proposals out this way. But so what?

Taking the time and paying attention to the client’s needs will get you more jobs and better ones. This, after all, is the goal. In the long run, copy and paste will waste your time and lead to frustrating rejection after rejection. Don’t do it.