Grant Writing Basics

In Grant Writing, the selling of ideas in order to secure funding for a proposed program or project is the basic difference between this type of Business Writing and the writing of general Business Proposals.

Of course, as with any type of proposal, the task of moving an idea from the conceptual stage to the implementation stage can be a protracted and frustrating process. Implicit in this is the fact that even the best and most noble ideas have to be fully developed and "sold" to decision-makers.

In the Private Sector, one usually initiates the approval process by submitting a formal proposal to Company Management. Conversely, in Non-Profit Organizations, proposals are generally submitted to a myriad of entities.

That said, the funding of Non-Profit projects is normally accomplished through the awarding of Grants. Simply stated, Grants are monies allocated to bankroll a program that is intended to assess a situation or affect some positive change for a particular group or community.

Grants can be obtained from many public and private entities. Federal, State and Local Governments are obvious sources of funding, but Grants can also be be secured from universities, foundations, small businesses and corporations.

With these various funding sources available, the first step in putting together a Grant Proposal is to determine which source is the most appropriate for your particular project or organization.

Research is critical in this initial step. Leaders and "prime movers" in the community or one's local network can be excellent resources, but the Internet has also become an important research tool in the area of securing Grants.

Concurrently, you will also need to formulate specific questions as to what you want to do. In other words, what is the Grant for?

Here are some typical questions to ask yourself at this stage of your Grant Writing Project:

* What problem or situation are you addressing?
* How are you proposing to address the above?
* What do you want to accomplish?
* What resources are needed to address the situation?
* What are the anticipated problems or pitfalls?
* What expertise or skills do you (and others) bring to bear on this situation?

Be sure to answer these questions in clear and precise terms as your responses will serve as the rationale and starting point for putting together your Grant Proposal.

From here, your next step is to outline you Grant Proposal. In most cases your proposal should include all or most of the following elements:

* Cover Letter
* Proposal Summary
* Introduction of you or your organization
* Purpose of the proposal
* Objectives of the proposal
* Time frames
* Measurements
* Budgeting

Once you have fleshed out the above details, you can begin the task of finalizing your Proposal. As with all Business Writing, write clearly, succinctly and persuasively. In this regard, keep in mind that funding organizations review Grant Requests all the time, so filling up a proposal with extraneous verbiage and boilerplate will not impress anyone.

It is important to note that most funding sources will publish guidelines for completing and submitting Grant Proposals. Be sure to review these and follow them to the letter.

As a final note, be aware that your initial proposal may very well be rejected for any number of reasons. Should this be case, revise and resubmit your proposal -- if not with the same funding source, then with another. If your honestly believe in the value of your idea, you will want to exhaust every effort to get your proposal approved and funded.

For more information on this subject, as well as a look at various examples of templates you can follow when organizing your Grant Proposal, check out the Business Section of your local library or the Internet.

Sales and Marketing Communications: Quick Tips

That Personal Salesmanship plays a critical role in closing any sale is a given; however, the communications that commonly support a company's Sales and Customer Service efforts are the primary means for initiating and managing selling relationships.

In this series of Postings, we looked at several common Sales and Marketing Communications that generally support a company's sales efforts. Obviously, these types of communications must be well-written, but they also need to be upbeat, focused on specific customer issues, and proactive in tone.

That said, keep the following "quick tips" in mind when drafting Sales and Marketing Communications:

*Sales and Prospecting Letters - Write clearly and with clear intent. The aim is to establish credibility and schedule a face to face meeting.

*Estimates - Always formalize estimates in writing. "Calculate" costs, use realistic time frames and include all obvious and hidden costs.

*Proposals - Start with an estimate then expand. Outline your approach, the benefits of this approach, your experience or expertise in handling similar situations, and any testimonials or references relating to your ability to do the job.

*Price Lists, Quotes, and Bids - Price Lists and Quotes tend to reflect standard prices for goods and services. Bids are tailored to specific customers and are usually submitted as entries in a competitive process.

*Customer Service Letters - Be personal and express a helpful and empathetic tone. Summarize the problem as defined by the customer, offer a mutually acceptable solution, and include a follow up date.

*Advertising And Promotional Materials - The writing of Advertising Copy and the design of most Promotional Materials is a Specialty best left to those with skill and training in these areas. In the absence of in-house expertise, consider contracting with outside Marketing Professionals.

For more detail, please refer to the individual Postings and Links on these topics. Also, an online search or a browse through titles available through http://www.amazon.com/ (or other like sources) will yield many publications with specific examples and templates.

Jack

Writing Advertising and Promotional Materials: An In-House Function?

While it is true that a good wordsmith is apt to tackle just about any writing assignment, it is equally true that certain types of Professional Communications are best left to those with specific training and experience. This is especially so when it comes to developing advertising and promotional materials.

Of course, this is not to suggest that the writing of all Sales & Marketing Communications is beyond the capabilities of internal staff. Indeed, communications such as Sales and Prospecting letters, Product and Service Descriptions, and Proposals are often the products of talented in-house staff.

Just the same, the writing of brochures, pamphlets, in-depth Product Profiles, and Advertising Copy is more "technical" and will benefit from the input of a Professional Marketeer.

Granted, Word Processing and Desk-Top Publishing Tools can be used to mimic the professional "look" of these types of communications, but, they may come up short with respect to focus and impact.

For the most part, writing effective copy for Marketing and Promotional Communications requires more than just the ability to turn a clever phrase. Obviously, word virtuosity is a plus; however, this must be complemented by the skill and know-how to package, target and strategize such communications.

In large companies this expertise may exist in-house; however, this is usually not the case in businesses with limited staff. As such, some smaller firms may be tempted to "wing it" on their own in order to save a buck or two. Needless to say, this is a short-sighted decision that can quickly put a company at a competitive disadvantage.

It should be stressed that when a company self-promotes its products and services, it is entering into an arena that is more complex that it appears on the surface. And the simple truth is that companies who ignore this complexity should not be too surprised when their products or services are not selling to expectations.

The upshot is that most advertising and promotion goes beyond the scope of normal Business Writing. In the absence of in-house expertise, there are many outside Marketing and Advertising Resources a company can contract with in this regard. It can be costly, for sure, but it is one "cost of doing business" expense that can positively affect sales in a measurable way.

In the end, your products and services deserve professional promotion. An online search or being keyed in to a local business network are good sources for finding this kind of experise.

Jack

Sales and Marketing Communications: Price Lists, Quotes and Bids

Estimates and Proposals are among the most common types of Sales Communications, yet they are not the only ways businesses communicate pricing information to prospects and customers. In this regard, the use of Price Lists, Quotes and Bids is just as commonplace among businesses large and small.

As was presented in a previous Posting, estimates and proposals consist of terms and pricing tailored for a specific prospect or customer. On the other hand, Price Lists and Quotes generally reflect a seller's fixed prices for goods and services without regard to specific customer wants and needs.

Another type of pricing communication is a Bid. While similar to a proposal, a Bid is usually submitted as an entry in an open competitive process. Of course, a Bid, once submitted, usually stands as is, but it can be adjusted per customer request as the bidding process moves from evaluation to selection.

Obviously, discounts and inducements can affect fixed prices; however, once the customer formally accepts a Quote or a Bid, it is usually a binding commitment for both the seller and customer. That said, it is important that sellers make every effort to ensure their Quote or Bid is realistic, profitable and "doable" if accepted.

Which type of communication is best depends on the situation. For companies selling "off-the-shelf" products and services, Price Lists and Quotes may suffice for initial sales inquiries. Of course, an effective sales professional will probe the inquiry and offer to submit an estimate or formal proposal as a follow-up.

By the same token, companies selling specialized products and services in a competitive market should always be amenable to submitting Bids. Though sometimes a protracted process, bidding does provide negotiating flexibility for both sellers and customers. And the potential for establishing a long-term sales relationship cannot be discounted.

In the end, the type of communication selected should reflect the seller's overall Sales Strategy. Static pricing may be "easier" from a Management Perspective, but unless you are selling a completely unique product or service, it may put your company in a competive disadvantage. As such, companies should be flexible in the ways they communicate pricing for their goods and services.

Jack

Related Links:

How To Write A Business Quote

Requests For Proposals (RFP) and Requests For Quotes (RFQ)

How To Write A Business Bid

Sales and Marketing Communications: Tips For Handling Customer Inquiries

A simple fact is that most of us can readily recount our first-hand experiences with lackluster customer customer service without much prodding. Unfortunately, poor customer support is so pervasive that even minimal support shines in comparison.

Granted, there are exceptions to this as many businesses have learned to "put customers first" both in philosophy and practice. However, even for these businesses, excellent customer service is a constant struggle that demands commitment, monitoring and accountability.

That said, excellent Customer Service starts with customer contact employees having the skill to comprehend customer problems and the motivation to resolve such issues. Obviously, this takes some effort and is not as simple as merely having a sympathetic ear.

Of course, when customers have a problem, expressing sympathy may be an appropriate "ice-breaker"; however, this only goes so far as customers are ultimately looking for satisfaction and options for an acceptable solution.

For a customer service employee, this means being a good listener and expressing a proactive attitude for the customer and their problem.

Customer Service situations can arise from phone calls, referrals, or written inquiries. But regardless of how they are initiated, the solution should be detailed in writing.

Formal letters and email are the acceptable ways to respond to customer issues in that they provide a paper trail for future reference. Conversely, phone responses should only be used to answer routine inquiries.

Once you have received the inquiry, here are ten basic Customer Service Principles you will want to remember as you prepare your response:

1. Acknowledge the inquiry within a day or two of receiving it. Granted, you may not have a resolution in such a short time, but at the very least the inquiry deserves a quick acknowledgment as an interim reply.

2. Be personable and use a tone that makes the customer feel valued. Remember to be polite and respectful, making sure your words express a helpful attitude.

3. Clearly summarize the problem as expressed by the customer. Restate the situation using the customer's words. High emotions may be at play, so be careful not to minimize the customer's take on the situation by substituting your words for theirs.

4. Spell out in detail what your analysis of the problem has discovered. Be as detailed as possible without getting too technical. Customers who don't comprehend what you are saying will think you are trying to be purposely deceitful.

5. If the customer is in error, fully explain the error. Sometimes the customer isn't always right. Just the same, it may be a good idea to probe and find out the reason for the misperception.

6. Should the customer have a legitimate problem, admit it and thank them for bringing it to your attention. Be sincere and gracious with these situations. Granted, some customers may delight in playing the "gotcha" game, but a skilled customer service person will always strive for a win-win solution without resorting to gamesmanship.

7. Offer solutions that are creative, workable and mutually acceptable. Be careful not to hide behind company policy when suggesting solutions. Nothing will undo customer goodwill faster than customer support that is "by the book" and inflexible.

8. Provide contact information in the event of any additional questions or concerns. Make it easy for the customer to reach you. A direct address is a must, but also make sure you provide your direct business phone number and business email address.

9. Thank them for their continued business. This may sound trite, but no customer wants to be taken for granted. Be aware that when customers feel this way, they are more apt to explore and entertain other options.

10. Follow up to ensure the problem has been resolved. Keep in touch with the customer by following up after a week, month, or some other appropriate time frame. This not only demonstrates a proactive attitude, but also a willingness to maintain an on-going relationship with the customer.

It goes without saying that customers are the life blood of any business. And few companies can afford to alienate their customers with poor Account Management.

The upshot is that it is critical that customer service staff are both committed to and accountable for providing professional customer support. Anything less is a business liability.

Jack

Sales & Marketing Communications: Tips For Writing Estimates and Proposals

The task of writing estimates and proposals is a fundamental Business Practice and one that most business people will have to face at one time or another.

Beyond professional development, this is a task who's importance to the Sales Process cannot be overstated. After all, many of us can recount stories from our own experiences as consumers where a potential sale was lost because a business failed to follow up on our sales inquiry.

Granted, putting together an estimate or proposal involves diligence, with no guarantee the effort will pay off with a sale. Nevertheless, submitting estimates and proposals is the accepted way most businesses get their goods and services into the competitive market.

That said, it is important for businesses of all types and sizes to view this practice as an opportunity to seize "new business", and not as some bothersome and potentially low-yield exercise.

Preparing Written Estimates

The format for estimates usually depends on what is customary for the seller. But regardless of how the estimate is structured, be sure to do the following:

* Summarize the project as agreed to by you and the prospect.

* Use realistic time frames for both scheduling and completion.

* List all materials and their associated costs.

* "Calculate" costs, don't guess. (Labor, Overhead, etc.)

* Spell out any additional costs or fees.

* Prepare the written estimate organized by the above categories.

* Include contact information and a follow-up date.

Preparing Formal Proposals

In content, proposals are "meatier" than estimates, but aside from substance, the major difference between an estimate and proposal is that the former is usually written from the seller's perspective, while the latter is written from the perspective of the prospect.

As you begin drafting a proposal, start by using the estimating steps as outlined above to help you calculate the raw cost data for the proposal. From here, you will need to format the proposal.

Businesses may use some boilerplate for this purpose, but it is important that you tailor the format to meet the specific needs and wants of the prospect.

When finalizing a proposal, ensure the following basic elements have been included or addressed in some specific manner:

* A summary of the issue or problem your proposal will address

* An outline of how your product or service will address the issue or problem

* The qualitative benefits of your product or service

* You or your company's experience and expertise in handling similar issues and problems

* Testimonials and references as to your company's ability to do the job

* Contact Information and a follow-up date.

Regarding writing style, be sure to write clearly, succinctly, and with enough customer-specific language to demonstrate your understanding of the prospect's wants and needs.

In this regard, note that prospects generally view their needs as unique, so be sensitive to this and use the prospect's terminology whenever possible. Simply put, reinterpreting a prospect's wants and needs is not the best way to establish rapport.

Another element you may be expected to include is an Executive Summary. For detailed and highly technical proposals, the need for a summary is pretty much a given. But if you do include an Executive Summary, condense it to a page or two at most.

When all is said and done, the prospect is looking for information to help them with a buying decision, so the more information you provide the better it is for both you and the prospect.

As a final word, be aware that it is common for a prospect to request several estimates or proposals based on different scenarios or circumstances. If this is the case, honor the request in a timely manner and be grateful for the opportunity. After all, it may not come around again.

For additional information, there are many online and desktop resources available on this subject. A quick Internet Search will yield good results for you. To help get you started, check out the related links below.

Jack

Related Links:

How To Write An Estimate

How To Write A Business Proposal

Sales & Marketing Communications: Tips For Writing Introductory Sales Letters

You've spent a lot of time and energy identifying sales leads and prospects. Now what?

Luck aside, experienced sales professionals and entrepreneurs know that all the leads in the world wont amount to a single sale without making that all important first contact. Of course, cold-calling can be effective in some situations, but for most businesses, the Introductory Sales Letter is the most common way to contact prospective buyers.

In drafting these letters, it is important to remember the following points:

* Tailor and personalize the letter for a particular lead or prospect. Form letters and boilerplate language will not help you stand out from competitors. Do your homework!

* Be upbeat and professional. After all, this is a communication that announces your presence in the market, and in-turn, will hopefully pique enough interest with the prospect to warrant a face-to-face meeting with you.

* Write your letter on high-quality letterhead, but refrain from including a lot of extraneous sales literature. Of course, if your letter is successful in selling the benefits of a face-to-face meeting, you will want to bring along background information, product and service descriptions, and any other materials a prospect may find informative and useful.

As you finalize your letter, keep the format simple and make sure you include the following four elements:

(1) Salutation - Use Dear Mr./Mrs./Ms. or Dear Sir/Madam. If you have done your research, then you will know the proper address and spelling.

(2) Establish Credibility - Include some fact about the prospect's business that you uncovered during your research. Also, broadly outline what you or your company can offer this prospect. If you have worked with similar clients, offer a few examples of your experience as testimonials to back up your credibility.

(3) Follow-up - Suggest what should happen next within a specific time frame. Be enthusiastic and express your willingness to provide more information, and your desire to set up a mutually convenient meeting.

(4) Sign-off - Include a contact number for yourself. Close with the simple and traditional "Sincerely" or "Respectfully Yours". Above all, strive for brevity, clarity, and professionalism.

This also pertains to filling up an Introductory Sales Letter with breezy language, phony familiarity and "free" sales inducements. Although this kind of content may seem clever and appropriate, be aware that it can be more of a turnoff than an enticement.

Additionally, consider the secretaries and administrative people who open mail. Most of these individuals are expected to selectively weed out anything that appears to be obvious junk mail. Thus said, the more you can do to enhance the tone and importance of your letter, the better the chance your letter has of actually being read by the addressee.

In the end, view an effective Introductory Sales Letter as the first step in forging a new business relationship. But as a personal rapport with the prospect needs to be established, make sure your letter focuses on what you can do for the prospect first, and then what can do for his business. It's a subtle distinction, but one, if properly made, can make all your prospecting work worthwhile.

For more information, an Internet Search will direct you to many desktop and online "how-to" resources on this subject.

Jack

Related Links:

Introductory Sales Letters

How To Write The Perfect Sales Letter

10 Laws For Writing An Effective Sales Letter