1. HCWA in conjunction with AAB “Perfecting proposals and prospect presentations” Campaign overview

2. Contents Page The background 3 The process in summary 4 What will we get from this? 5 The proposal/pitching process 5 Qualification meeting 6 Proposal content 7 APPENDIX 1: Sample testimonial APPENDIX 2: Sample “cheat sheet”

3. Background • When Anderson Anderson & Brown (“AAB”) are quoting for a job, we want to make sure we’re pitching the right content, at the right level, in the most appropriate way to maximise the chance of engaging with the prospect and – ultimately – winning the job. The proposal campaign will help us to achieve this. • What will we achieve? • More successful proposals = more income • More tightly constructed and delivered proposals = less client and AAB time wasted • Better designed and worded proposals = improved perception of AAB • Improved qualification of needs, presentation and closing skills at partner/manager level = confident partners/managers earning more money • What will success feel like? • The success criteria need to be agreed as an integral part of the campaign, but in short we should be improving our pitch conversion rate, assessing how we quote against agreed criteria and delivering a more consistent, better quality pitch every time. • Testimonials • Client testimonials are absolutely key to this whole process and it is essential that these are “developed” with the Big Picture statements in mind. This will be explained further but a sample is included at Appendix A. • Cheat Sheets • “Cheat Sheet” is the label we have given to the document at Appendix 2. This is an important document where you should capture “real life” examples/experiences where you have helped achieve in some shape or form that benefit described in the bullet-point statements. • Having your Cheat Sheet to hand as you deliver this new proposal will allow you to draw on genuine experiences/actual delivery for clients. This will always make the case study more passionate, it will cover the impact on real people and therefore will be all the more relevant and believable.

4. The process in summary Understand what you will get from this The proposal/pitching process Do they need a presentation? Qualification meeting Presentation Proposal content Evaluation Training needs Fine tuning / Developing the process Back to top

5. What will we get from this? Q: Why are we doing this? Do we win as many proposals as we would like? Certainly the answer to this must be no! The proposal/pitching process Q: What does the whole pitching process mean for AAB? What does it look like start to finish? To win a greater number of proposals/pitches Reduce time spent on creating proposals we can be proud of Get partners and managers more confident about selling Improved perception of AAB More income Response to invitation to tender A more consistent message Written brief – received/created? Pre-proposal/qualification meeting Post meeting internal brief Draft proposal Involve prospect with draft Amend draft and get feedback again if required Submit proposal Make presentation where appropriate Follow up meeting Evaluate success and agree improvements

6. Qualification meeting Q: What all do we need to understand as we approach/tackle a qualification meeting? Q: Does AAB ask these questions regularly or consistently? Q: Are these all internal questions we have to ask of ourselves? How many require client interaction? Q: How do we scale this analysis depending on prospect size/type of work being targeted? • Is this an existing client – how should this change our pitch? • Have we had a written brief – should we write one and ask them to confirm it? • What are the benefits to the client in this meeting? Before the meeting • Asking open questions • Drilling down using “Anything else?” • Not offering solutions • Wider questions: • Who else is pitching? • What will you consider a success from this project? • What difference will it make to what you do? • How will you use the ‘audit’ results? General style • Is there an encumbent – what did they charge before? • Are they likely to get the job? • What have you found useful about their approach? • What have you found less useful? • How will the proposal be used? • Who will be seeing the proposal • What do you want to see in the proposal • What are the most important elements in the proposal? Why? Anything else? • Can we involve you in a draft of our proposal? • When do you want it? • How do you want it? • Paper/electronic/online etc? About our proposal • Who would be there – is there anyone else we should involve? • What content would you like? • What’s important to those attending? • What facilities are available? • How long do you want? • What will a successful presentation contain? • Will they have seen our proposal? • Can we send material to all attendees prior to the presentation? • Can we ask for questions prior to the presentation? • Can it be interactive? Do you want a presentation? • What did we learn? • What does this mean for the presentation/proposal? • Are the right people involved? • Are there other resources we should be using? • Are there relevant case studies available – should we create them? Brief capture

7. Proposal content • If the new proposal template does not “fit the bill” for the proposal then why not? • Q. Over and above the core template, what additional pages would you propose adding? What specific questions need answering? Proposal content • What details should we include about the team? • Who do they know already? • What do they want to know? Team Presentation content • Have we concluded that a presentation is required/appropriate? • Q. Will tabling the new proposal document and talking through the key benefits not serve the purpose better? • Use of Powerpoint? • Use of Ipad? • Paper version? • Does the presentation meet the brief? Presentation content Evaluation • Was this a success? Yes What sold it? No Any lessons to learn? Training needs • What training needs do you feel your team specifically require? • Who needs training - what levels? Partner/Manager – who else? • How will this be rolled out – formal training, role play practice? • Obtaining and writing testimonials – is this an area where tuition is required? Training to consider

8. “As a growing organisation, we felt it was important that our business partners were able to cover a variety of services in the financial arena, both locally and internationally. Our decision to work with AAB was linked to several key individuals, all of which were prepared to understand our business and work with us to support our growth needs. Over the past three years, AAB has provided comprehensive assistance with our audit and tax payroll functions, as well as providing general guidance on commercial services. All staff hold a wealth of knowledge in their field, and whenever we have had a query they genuinely want to help us – regardless of how big or small the question, we will receive comprehensive and technically sound advice to support our commercial decisions. Thanks to the consistent support from key individuals at AAB, our staff have been able to enhance and build upon their own knowledge. AAB also have a very strong ethos and invest in their people. This provides us with the comfort and reassurance to rely on them to provide a first class service whenever we need support. Louise Wood, Managing Director, Prodrill DEMONSTRATION PURPOSES ONLY-SEE TESTIMONIALS FOLDER We’ll help you make money by…. A B We’ll save you time by…. “All AAB staff hold a wealth of knowledge in their field, and whenever we have had a query they genuinely want to help us – regardless of how big or small the question - we will receive comprehensive and technically sound advice to support our commercial decisions” C We’ll give you peace of mind by…. DEMONSTRATION PURPOSES ONLY-SEE TESTIMONIALS FOLDER “AAB also have a very strong ethos and invest in their people. This provides us with the comfort and reassurance to rely on them to provide a first class service whenever we need support.” D We’ll support you now and in the future by…. “Our decision to work with AAB was linked to several key individuals, all of which were prepared to understand our business and work with us to support our growth needs.” You’ll like us, and we’ll enjoy working together