If you market your services as a corporate trainer,
you have undoubtedly been asked to write a proposal. It can be
stressful if you do not have a specific format in mind. Over the
years, I have developed a template that includes the following
sections—and I use it over and over to make proposal writing
much easier. Feel free to use this template for your own proposals.
Learning Outcomes
List specifically what the participants will learn. For
a business etiquette class, I might list how to remember names,
make proper introductions, navigate cocktail receptions and be
a host or guest at a client lunch.
Training Methods
Describe how you will train the group. Will you use role-play
examples, case studies or interactive activities? Will you show
slides or actual pieces of clothing? Will you use a workbook with
fill-in-the-blank style, or will you provide handouts as a reference?
Will you use a needs assessment or questionnaire that participants
must fill out ahead of time? Will the participants have to complete
an assignment prior to the session? Will they be asked to bring
items of clothing? Will there be a system for follow-up after
the training? The more details you provide in this section, the
more your prospect will perceive the value in your services.
Outline
Include an outline of the topics to be covered. In your
initial meeting, you undoubtedly uncovered the organization’s
particular challenges. Tailor the outline to fit those challenges.
Fees
Quote your fee for the session. If you are discounting
your fee because you want the business or need the money, mention
the discount in the proposal. For example, I cite my normal fee
for a three-hour session, and then explain that I have adjusted
the fee to the agreed-upon price. This is also helpful when the
recipients of the proposal hire you again in the future. They
won’t assume the discounted rate is your normal fee.
Material Fees
List all reimbursable expenses for program materials.
When I provide handouts, for instance, I normally charge $5.00
per person for the handouts. Include a statement to the effect
that the program material is a proprietary product of your company,
and that its use and reproduction are permitted only within the
contract under which it was developed. This way, they cannot use
your materials for another seminar. If you have additional training
resources to sell—a book, training tape or video, for example—give
the company the option to purchase those materials at an extra
cost.
Payment
Explicitly spell out the terms for payment. Because most
companies take six to eight weeks to pay—which can be brutal
on cash flow—I require a 50% non-refundable deposit. I explain
that the balance for the training is due the day of the seminar
unless prior arrangements have been made. This way, the client
has a check ready for me. To make the accounting for this arrangement
easier, I provide a separate invoice for that check, so the client
has the proper paperwork.
Equipment Needed for Training
Describe your equipment needs in detail. If you require
an overhead projector, a flip chart, a slide projector or a screen,
you will need to specify that in your proposal. Also, mention
how you want the participants seated. I always request that no
participant have his or her back to me (this eliminates round
tables). Instead, I recommend the classroom or U-shape for training.
Travel Expenses
List any travel expenses that will be reimbursed—like
mileage, hotel and food—and describe the procedure you will
follow. Some consultants prefer to estimate the travel expenses
and include these costs as part of the total fee. Other consultants
prefer to turn in receipts and be reimbursed for the actual amount
spent. Either way is acceptable.
Above all, as you develop your proposal, remember
one essential fact: the more details you include, the better.
It avoids confusion and misunderstandings later on.
With a clear, detailed proposal, you can enter
your prospect’s comfort zone, manage expectations, avoid
surprises—and win more business. Happy selling.
Juanita Ecker, President of Professional
Image Management, is a corporate trainer in business etiquette,
professional image and telephone manners. She can be reached
by
e-mail at image3@nycap.rr.com
or via the web at www.professionalimagemgt.com
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you interested in discussing what we can
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Juanita Ecker, President
of Professional Image Management, provides corporate training
on meeting and tradeshow etiquette, dining etiquette, business
decorum, networking skills, telephone manners, professional image
and business casual. She can
be reached at (518) 279-9388, by e-mail at image3@nycap.rr.com,
and via the Web at www.professionalimagemgt.com.
