First you have to ask yourself a few questions:
- Is this an area that supports our mission?
- Do we have the expertise to be competitive?
- Do we have personal relationships with the client or selection committee?
If the answers are no, then I would suggest you reconsider submitting a quals or proposal response.
But if the answer to at least two of the questions is positive, then it may be worth the effort.
The first step is obvious, but often not done: read the proposal yourself. Don’t just leave it to the marketing person. As the owner of the firm, you have to own the proposal too.
The second step is to write the cover letter before anything else. Yes, it may change as you get into the proposal, but it is important to figure out your message and to lay out what differentiates you and your team. This is the armature that your proposal will hang on.
Most members of the selection committee will read the cover letter, if not the entire proposal. Often prospective clients limit you to one or two pages. Make every sentence count. Don’t waste time on platitudes or clichés. Share your message in an accessible way.
