Write a Proposal Cover Letter that Capitvates

Write a Proposal Cover Letter that Captivates!

Your proposal cover letter serves as your most cordial handshake when delivering RFP (Request for Proposal) responses and sales proposals.

It may seem like a superficial addition to your well-crafted proposal, but if you deliver a proposal without a cover letter, then you are missing a valuable opportunity to connect with your client.

Specifically, the proposal cover letter enables you to:

  • Succinctly restate your client’s goals to demonstrate that you understand their needs.
  • Summarize the two-or-three compelling reasons why the client should select your offer. Deliver the repeatable elevator pitch for your proposal!
  • Identify the timing of the next steps for follow up and review of the proposal.
  • Demonstrate that you care enough about this opportunity to invest the time to write a cover letter!

Cover Letter Best Practices

Remember, your proposal cover letter may be the client’s first experience with your proposal—so make it a great one! From a structural perspective, your cover letter should follow these best practices:

  • Deliver a one-page document. This helps ensure the succinctness of your communications. Proposal reviewers should be able to quickly capture the critical compelling information.
  • Be client focused. Use your client’s name more frequently than your organization’s name.
  • Include references to the client’s document number, project name and cited initiative. Make it easy for the proposal reviewers to associate your proposal with their specific initiative.
  • Use bullets to help reviewers process important information like the two-or-three compelling reasons why they should select your offer.
  • Provide information to reach the principal contact within your organization. Make it very easy for the client to connect with the right person.
  • Use your organization’s branded letterhead. Strengthen the brand experience for the client. Don’t let sales reps reinvent your brand!

Shared by: Jeanne Schulze

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