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The Proposal Trap
In the consulting engineering world, many clients write their RFPs/RFQs forcing firms to "answer the mail" in ways that are very self-promoting. Firms that build a relationship with their clients and prospects know how to respond to RFPs/RFQs effectively without all the self-promotion. Stop We'ing All Over Your Proposals It is a difficult trap to escape. Nearly every question and required data requested by the client force proposal writers into sounding very "we-centered." Stop we'ing all over your proposals. Exceptional proposals should be client-centered, which is a major differentiator. Spam = Delete! Think about it from the perspective of your email inbox. It's the difference between all the spam email messages you simply block or delete and the ones that come from a person you know, respect, and with whom you want to communicate. Proposals that come from "unknown" companies come across like spam. They rarely get read and are quickly discarded. Winning Starts with Relationships Proposals should only come from people clients know, respect, and want to work with. Otherwise, your proposal is just spam! Great BD = Winning Proposals With this in mind, business development is a critical differentiator when it comes to winning the proposal game. This means spending time getting to know a prospective client with whom you wish to work. It also means spending time nurturing the client relationships you already have. Stop Substituting Proposals for Business Development Never substitute a proposal for a meaningful client interaction, just to "keep our name in front of the client." Proposals are not effective marketing tools, just like unsolicited spam emails are not effective marketing tools. Unless . . . those proposals and emails are coming from a familiar helper.
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 “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” - Theodore Levitt, Harvard Marketing Professor A drill bit is a feature. A feature is a means to an end, not the end itself. But if we take this another step further, people don’t even want a hole either. What they really want is the shelf that will go on the wall once they drill the hole. That’s not entirely the end of what is desired either. What people want is the drill bit which drills a hole in which a shelf is anchored upon which they can place the things they want to see and be pleased. But why do they seek to be pleased with stuff they put on a shelf? This is the question you want to answer as a marketer. The answer to the question, “Why do people seek to be pleased with stuff they put on a shelf,” is the target at which to aim marketing tasks. In other words, you must realize no one wants to buy a quarter-inch drill bit. They want whatever the answer to my question is. And not everyone answers that question the same. Some may be pleased with the stuff on their shelf because it unclutters their home and makes them feel at peace. Others may seek approval from their spouse. Still others may seek an ego boost when guests visit and praise the beauty of their home. To sell more drill bits, you have to understand that your customers want peace, approval, an ego boost, or something else. Therefore, emphasizing the qualities of the drill bit, such as its materials or craftsmanship, will not convince anyone. You must sell what the drill bit does and what part it plays in accomplishing what the customer “really” wants. So, as consulting engineers, we must ask ourselves what our clients want. Are they seeking peace? Do they want reliability for their customers? Do they want happy citizens? Your marketing messages must always be aimed at what they want, not the features of great engineering ability. We must be able to demonstrate the role we play in helping our clients achieve their end goal. Practice marketing benefits, not features. Think about what your client really wants and craft your messages around what you do that benefits them. EXAMPLE Engineering features of a bridge may include a multi-beam structure, reinforced concrete abutments, and steel piles. The bridge may be two-lane with 6-foot-wide shoulders for bikers and pedestrians. It will certainly feature a specific height, length and width. But none of these features tell you the story of the bridge. Engineering benefits of a bridge may include multi-model transportation for the safe passage of vehicles, pedestrians, and cyclists. It may satisfy a specific design for barge traffic underneath, which ships tons of resources needed for everyday life. The rehabilitation of a bridge may have historic significance for why a community grew economically 100 years ago. Learn to message your projects to communicate the benefits first, features second. Tell the important story of why the project is a benefit and who it benefits. Then explain the details of how it happened, how it was engineered! Building Trust and Influence: Content Marketing and Thought Leadership for Engineering Firms12/4/2024  In the world of engineering, it’s all about solving problems, staying innovative, and building relationships. But how do you show potential clients and industry peers that your firm is the best at what you do? Enter content marketing and thought leadership—two powerful tools that can elevate your brand, win clients, and establish your firm as a leader in the industry. Let’s break it down into five easy-to-digest strategies that can transform how your firm connects with its audience. 1. Share Stories of Success Case studies are gold for engineering firms. Everyone loves a good story, and clients want to hear about real-world challenges and how you solved them. Did you save a city millions with an innovative drainage design? Share it! Outline the problem, the solution, and the measurable impact. It’s like show-and-tell but with blueprints and data, and it proves your expertise in a tangible way. 2. Keep the Conversation Going with Blogs Blogging may seem old-school, but it’s a workhorse for content marketing. A blog is your space to answer questions your clients didn’t even know they had. Topics like “How to Choose the Right Firm for Your Next Roadway Project” or “Beyond Barriers: Mapping the Future of Nuclear Power with Prairie Engineers | LinkedIn” can position your firm as a helpful resource. Keep it casual, use simple language, and don’t shy away from a little personality—it’s what makes your firm relatable. 3. Make It Visual Let’s face it: engineering can be complicated, and not everyone has time to sift through technical jargon. That’s where visuals come in. Videos, webinars, and infographics simplify your message and make it more engaging. A time-lapse of a completed project? Gold. An infographic breaking down the process of LiDAR scanning? Even better. Visual content not only captures attention but makes your message stick.  Lidar scan data used for 3D modeling inside a nuclear facility 4. Be a Thought Leader, Not a Salesperson
This is where thought leadership comes in. Thought leadership isn’t about selling—it’s about sharing. How do you work effectively within the federal market? (Prairie Views - SPECIAL EPISODE at Small Business Conference in New Orleans | LinkedIn). How will AI reshape infrastructure design? By offering unique insights, you position your firm as a trusted authority in the industry. Don’t be afraid to tackle tough questions or share bold predictions. Your clients want to work with forward-thinkers, not followers. 5. Get Social You don’t have to be on every platform, but you do need to be where your clients are—and for engineering firms, that’s LinkedIn. Share your case studies, videos, and blog posts. The Role of Artificial Intelligence (AI) in Enhancing Expertise, Not Replacing It | LinkedIn. Host a live Q&A or share a behind-the-scenes look at a project. The goal is to start conversations, not just post and ghost. Social media lets you connect with clients, partners, and even future employees in a more personal way. Why It Works Content marketing and thought leadership are all about building trust and fostering relationships. When you share knowledge, tell stories, and start conversations, you’re not just marketing—you’re connecting. And in a field as technical and competitive as engineering, those connections can make all the difference. So, what are you waiting for? Start sharing your firm’s expertise. Whether it’s a killer case study, a fascinating whitepaper, or a short blog post, every piece of content brings you one step closer to becoming the go-to firm in your industry. After all, the more you share your story, the more your audience will want to be part of it. Your turn: What’s the next story your firm should share? |
AuthorGabe Lett, FSMPS, CPSM, LPC 
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The views and opinions expressed on this blog do not necessarily represent the views or opinions of Prairie Engineers.
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