With all the relevant details, a well-prepared and well-customized proposal can woo a client and help the company attain the project.
A proposal is the first step in attracting the attention of a client. Therefore, a proposal often serves as a marketing tool. The company must utilize the opportunity to articulate its services in the best attractive way to its client. Video proposal is one such way! Videos are often used for marketing, advertisement, promotion, presentations, etc., purposes.
I am here to narrate a powerful story of one of our (Worxwide Consulting) clients, how they used customized video proposal to set themselves apart from the rest and actually secured a million-dollar deal!
Let’s start with the prerequisites and steps involved in drafting a video proposal!
The protagonist of this story is a mid-sized B2B IT firm into healthcare, providing its services and products to the government and enterprises. Despite having a dedicated presales team, they lacked skills for video production.
A competitive RFP is being responded to a multinational firm in the US. The company wanted to make their 100-pager proposal attractive that could hold evaluator’s attention. At the same time, to make it more assessable in terms of readability and presentation.
Effective articulation and communication of the value proposition is the soul of video proposal. Here, senior executives wanted to make the key sales messages stand out in a unique way. Also, the apprehension of losing the key differentiator in the long proposal led them to rather opt for a video proposal in addition to a detailed pdf.
Preparing a script for the video is the fundamental stage in video production. For putting down a proposal, you must have effective communication with the business executives to understand the key solution and sales message.
The team engaged its business analysts and tech writers to construct a concise story to best articulate the proposal summary.
In this stage, design team prepares storyboard and the proposal is divided into various sections. These sections help the evaluator navigate through different information like scope, pricing, project schedule etc. The firm was provided a time-based menu button for easy navigation across different sections in the video proposal.
The senior executives did a thorough review and approved the content, after which the explainer video was released to articulate the proposal in a human way to the evaluators.
The hero of our story, IT firm dealing in Healthcare achieved the following outcomes after following the above-mentioned steps.
Interactive proposal wowed the evaluator with its presentation and content structure.
The evaluators were able to grab key messages in less than 5 minutes.
Solution conversed, reading would have made it more cumbersome and tiring.
Video proposals require logic, creativity, and consideration, making both persuasive in tone and clear in articulation while communicating key messages. Also, you must ensure that the proposal MUST sound professional! For example, in the above story, the IT firm had the budget to outsource a professional consulting service for the job who had a professional marketing writer to conduct a thorough interview with the executives, a dedicated design team for storyboarding, and video editors that professionally executed the video as per their requirements. And that was invaluable!