Persuasion in Business Proposals

A proposal is essentially an argument. In Technical Communication, 6th ed., Mike Markel says: "Basically, proposal writers must clearly demonstrate that they understand readers' needs, are able to fulfill their own promises, and are committed to fulfilling their own promises" [488]. Additionally, you must be able to demonstrate your professionalism.

Understanding Readers' Needs
This idea goes hand-in-hand with knowing your audience. A well-written RFP (see Types) will tell you everything you need to develop a successful proposal. Read it carefully, and make sure you understand exactly what the company is seeking -- understand what the problem or need is so that you can adequately address it and provide a solution. If after reading the proposal you still have some questions, check for a contact name and number and call for more information.

Ability to Fulfill Promises
Don't submit a proposal unless you are confident that you can fulfill the contract without significant delay or expense on your side. Make sure your company has, or can obtain, the appropriate resources, such as personnel, facilities and equipment. If you do have the right resources, be sure to describe these in your proposal to demonstrate your ability to the customer.

Professionalism & Commitment to Fulfilling Promises
Professionalism and commitment can be demonstrated in several ways.

• Provide credentials and work history
  Who are the people in your company and what are their qualifications? Have you worked on similar projects? Can you provide references?

• Show a work schedule
  Providing a work or task schedule enables your audience to see how you organize your work and time and also reveals your attitude about work. A detailed schedule shows that you've thought carefully about the job and gives the reader a clearer picture of how the project will take shape.

• Describe quality-control measures
  Types of quality-control procedures will depend upon the project but may include regular progress reports, evaluations by authorities or technical reviews by staff and client.

From: Markel, Mike. Technical Communication. 6th ed. Boston: Bedford/St. Martin's, 2001.