Hands up who likes putting proposals, pitches and tenders together? Exactly … nobody!
Proposals, pitches and tenders are laborious, labour intensive and fiddly. Worse, the conversion rate rarely matches the amount of effort that goes into them. However, they are a necessary evil and – as the current trading environment continues to force clients to become more cost sensitive – they are only going to become more prevalent.
This means you have got to get better at them and the easiest way to improve your conversion rate is to improve your follow up.
Although it may sound strange, follow up begins before you even submit your document. You need to lay the groundwork and make sure you are submitting exactly what is required to maximise your chances of winning.
With tenders this is easy. Most procurement processes offer the opportunity to submit questions. Take that opportunity. Even if you’re 95% sure you know the answers already, it underlines your interest and allows you to interact with those involved in the decision.
With pitches and proposals, it can seem a little bit more difficult, but it really isn’t.
When you are asked to put a proposal together, ask if you can have a quick call to go through the terms of reference and clarify a few details. You can use this opportunity to ask what the client likes and doesn’t like in written proposals. Again, this underlines your interest but it also makes sure your submission plays to the recipient’s preferences which again will increase your chances of winning.
You should continue your follow up when you submit your document.
Tell the recipient you will be following up to discuss the content. Better still, tell them when and how you’re going to follow up so they expect your call. They may push back here or give you a slot within their planned timeframe. This can be politely acknowledged but at least you’ll have signalled your interest and intent which will subliminally count in your favour.
How do you follow up after submitting your proposal, pitch or tender?
However, the real follow up obviously kicks in after submission.
If you have either arranged a time to talk or been given a time to talk, make sure you keep that appointment and have all those who’ll be involved in delivering the work on that call/in that meeting. Even if your team looks a little top heavy, the fact you are all there will show you are interested. Nothing says disinterest louder than no shows or rearrangements and postponements.
If you haven’t arranged specific time to follow up, you need to take the initiative. I’d always suggest you do this with a phone call. Emails are too easy to ignore and can sometimes be construed as the ‘easy option’ (especially if they’re sent out of office hours which is always a no-no because it suggests you aren’t the best at managing your day which is hardly a confidence builder).
One question I’m often asked is how long you should leave it until you pick the phone up. While this isn’t a technical answer, it is the most reliable one. How long would you expect to wait if the tables were turned and you were the one who’d received the pitch? Would two days appear too keen? Would two months be too long? Your gut feel will almost certainly be right.
You also need to be prepared to persevere. You may not get an immediate response but never take no response as no interest. Anything could be happening at the other end. I’ve had many instances where the prospective client’s response has been delayed – sometimes for a significant amount of time – because of changing plans and/or pressures of work.
Again, think about the timeframes you’d be comfortable with and get back in touch intermittently. Your perseverance and prolonged interest in the opportunity could well be what swings the result for you.
And the longer the follow up process goes on, the more you may want to stray off your professional remits and talk about something a little more personal, family, holidays, sports, travel, food & drink etc. This is not something to be ashamed of. In fact, quite the reverse!
If you know your target, you will know what interests them. In fact, while you were trying to establish your professional conversation, you should have been trying to establish a personal connection. This should definitely include trying to find out about their lives and interests outside of work. If this isn’t part of your BD approach, it needs to be! It is so often the easiest way to get back in touch by using something you’ve seen in the news or on a website.
I understand this is something that can make professionals a little nervous so if you prefer, pick up something relevant your firm has published – perhaps a blog, an article or a white paper – and use that as the reason for getting back in touch.
Or if you have a social or educational event coming up that’s relevant, invite them. Seeing them at the event in person is often the perfect springboard to bring up the pitch and ask about next steps.
The main thing to remember is don’t put it off. The secret to success in any business development activities is to take a leaf out of Nike’s book – just do it!
You won’t get an answer if you don’t ask the question. If you’re not going to win the pitch, surely you’re better of knowing? And if you are going to win it, the fact you’ve followed up won’t cause offence, it just speeds things up!
Take a look at some of my other blogs for further guidance on legal directories and other tips on profile raising:
Five things PR can help your law firm achieve in 2023
How to write a Christmas message to staff
How to increase your law firm’s following on Twitter
Top tips for getting a broadcast interview right
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.