Write Persuasive Proposals with the Value–Trust–Like (VTL) Framework

Writing a persuasive proposal that wins new business is a challenge for many small and medium-sized companies. You might be an expert in your field, yet struggle to convey your unique value in proposals.

The Proposal Lab’s proprietary Value–Trust–Like (VTL) framework is designed to solve this problem. It helps you structure proposals so that clients clearly see the value you offer, learn to trust your expertise, and ultimately like your approach enough to choose you. In fact, many of The Proposal Lab’s clients have successfully used the VTL framework to improve their proposals and win new business.

Let’s explore how you can apply this framework to craft winning proposals.

Key Takeaways

The VTL Framework: Focus your proposal on three core elements – demonstrating value, instilling trust, and engendering likability – to persuade potential clients.
Demonstrate Value: Show tangible benefits and solutions tailored to the client’s needs. Highlight innovation, custom solutions, cost-effectiveness, and risk mitigation to prove your proposal’s worth.
Instill Trust: Build credibility by showcasing your expertise, track record of success (e.g., case studies or testimonials), and reliable processes that give clients confidence in your delivery.
Engender Likability: Write in a friendly, client-focused tone. Be honest, humble, and responsive to show that you’re not just a vendor, but a likable partner they’d enjoy working with.
Proposal Content Library: Maintain a library of high-quality proposal content. This helps you quickly tailor proposals using VTL principles, ensuring consistency and efficiency in responding to opportunities.

Demonstrate Value

To demonstrate value in your proposals, show the buyer exactly how your service or solution will benefit them. This means going beyond generic statements – provide clear, tangible evidence of the superior results you can deliver. Emphasize how you will meet or exceed the client’s needs through innovative and customized solutions.

Most importantly, address the client’s primary question: “What’s in it for us?” Answer it convincingly by illustrating the unique advantages your company brings to the table. This component is crucial because if a client can plainly see the great results and return on investment (ROI) you offer, your firm stands out as the obvious choice.

Key ways to demonstrate value in a proposal include:

Innovative Solutions: Leverage advanced technologies and creative methods to deliver cutting-edge results for the client.
Customization: Tailor your approach to the client’s specific needs and challenges instead of offering a one-size-fits-all solution.
Cost-Effectiveness: Highlight competitive pricing and clear ROI to show the client they’re making a smart financial decision by choosing you.
Risk Mitigation: Explain how you will proactively identify and manage potential risks, giving the client peace of mind that the project will be in safe hands.

By covering these aspects, you directly address value from all angles – performance, personalization, cost, and risk – making a compelling case that your proposal delivers maximum benefit.

Instill Trust

Even if you offer great value, a client won’t move forward unless they trust you to deliver.

To instill trust, use your proposal to build credibility and assure the client that you have the experience and reliability to fulfill your promises. Conveying trust involves demonstrating your expertise, showcasing a proven track record, and highlighting the robust systems and processes that will support successful outcomes.

Remember, trust is the foundation of any business relationship – your proposal should reduce any fears or uncertainties the client might have. By the end, they should feel confident that you will do what you say and do it well.

How to instill trust in your proposal:

Showcase Expertise: Emphasize your qualifications and industry experience. For example, point out relevant certifications, specialized training, or notable projects your team has completed in the client’s field.
Prove Your Track Record: Include brief case studies or results from past successes. Testimonials or references from happy clients and any awards or recognitions your firm has earned can strongly reinforce your credibility.
Highlight Reliable Processes: Describe the systems or methodologies you use to ensure quality and consistency (for instance, a project management framework or quality assurance process). Let the client know you have a well-organized plan to meet their needs and keep them informed throughout the project.

By clearly demonstrating your expertise, past successes, and dependable processes, your proposal will reassure potential clients that your company is a trustworthy partner capable of delivering on its promises.

Engender Likability

People prefer to do business with those they like. Beyond value and trust, it’s important to engender likability through your writing and approach. This doesn’t mean cracking jokes in a formal proposal – it means coming across as personable, authentic, and client-focused. Use a friendly and professional tone. Show that you understand the client’s concerns and genuinely want to help.

Being likable in a proposal can tip the scales in your favour by making the client comfortable with you and excited at the idea of working together. After all, a proposal is not just a cold business document; it’s the first step in building a positive working relationship.

Tips to engender likability in your proposal:

Be Client-Focused: Write the proposal with the client’s perspective in mind. Demonstrate that you listened by addressing their specific goals and challenges. Also, be responsive – answer their questions promptly and adapt to any feedback or clarifications during the proposal process.
Be Honest and Humble: Maintain transparency about what you can deliver, including scope, pricing, and any potential challenges. If something is outside your expertise, acknowledge it and explain how you’ll handle it. Owning up to limitations or past mistakes (and showing how you learned from them) can actually build trust and likability by highlighting your integrity and commitment to doing right by the client.
Be Personable: Use polite, warm language and avoid overly stiff jargon. Small touches like addressing the client by name and referring to things you discussed in meetings can make the proposal feel personalized. The goal is to come across as a real human who is approachable and easy to work with, not just a faceless company.

Engendering likability is all about making a connection. When a client finishes reading a proposal and feels positive about the people behind it, you’ve successfully added a powerful emotional edge to your business case.

Proposal Content Library by The Proposal Lab

Elevate your proposal process with our Proposal Content Library service. At The Proposal Lab, we specialize in building comprehensive libraries of professionally written content tailored to your organization’s unique strengths and value propositions.

Our journey with you begins by implementing our bespoke strategy framework to uncover and define what sets your business apart. This foundational step ensures that every piece of content resonates with your core values and speaks directly to the needs of your potential clients.

We then meticulously rework your existing proposal materials, infusing them with compelling narratives and persuasive messaging. The result is a robust library of ready-to-use content that empowers your team to craft impactful proposals efficiently and effectively in response to RFPs.

Key Benefits of a Proposal Content Library:

Strategic Alignment: Leverage a content library that reflects your unique value proposition and strategic objectives.
Enhanced Persuasion: Engage potential clients with professionally written content that is both compelling and convincing.
Efficiency Gains: Streamline your proposal writing process with readily accessible, high-quality content.
Consistent Messaging: Ensure uniformity in your proposals, reinforcing brand identity and credibility.

(With a well-curated content library, applying the VTL framework becomes faster and easier – you’ll have a bank of value, trust, and likability-focused content ready whenever you need it.)

Ready to Win More Business?

Crafting proposals with the VTL framework can dramatically increase your success rate in winning new clients. If you’re ready to take your proposals to the next level, The Proposal Lab is here to help. Reach out to us to learn more about how our experts can help you implement the Value–Trust–Like framework (and services like our Proposal Content Library) to start winning more business today. We look forward to helping you create proposals that not only look great on paper, but also consistently seal the deal.