Part of writing a proposal is showing them that you understand what the assignment is. Sometimes it’s a rated requirement (“proponent’s understanding of the project” or similar.) Sometimes it’s not stated as such—but it’s still important.
If it’s singled out as a rated requirement, you should probably write a separate section for it, outside your cover letter. If not, make it part of your cover letter.
Here’s the thing: when I used to be on the other side of the table, that is to say when I used to commission contracts and rate proposals from freelancers, a lot of the proponents would pretty much cut and paste my requirements, parrot them back to me, and that would be their attempt to show their understanding of the project.
Huge missed opportunity.
Remember, a consultant’s job is to solve someone’s problems; help them make money; save them grief.
They’re commissioning a consultant because they have a challenge that they feel they can’t fully deal with internally.
So show them that you get it. Show them a deep understanding of the project.
This is your chance to build their confidence in you.
So don’t just cut and paste their requirements. First, start with something like, “The Challenge” in which you articulate what you understand as the problem they want to solve. And don’t just cut and paste; dig into your experience and your expertise and try to identify what this is really about; try to identify what kind of problem they’re dealing with (or, if it’s not a problem-based assignment, what kind of opportunity they’re hoping to exploit by hiring you.)
Next, affirm and reassure that what they’re dealing with is a thing. They really do have a problem (or an opportunity.) Reassure by speaking from your experience.
Next, tell them that you have dealt with this kind of thing before. You don’t have to go into your whole portfolio (you have time for that later) but let them know that this kind of challenge is up your alley, and you have a track record of helping people with problems just like this one.
Give a teaser to the rest of your proposal. “Through this proposal, we will take you through a methodology that includes X, Y, and Z. By the end of our process, we will have practical solutions to…” and so on. Confirm that you are able and willing to deliver the processes or deliverables that they have identified as mandatory in the project.
Once again, this is your opportunity to…
- Show them you understand what they’re up against and that you’ve dealt with it before
- Reassure them that it’s a challenge; they’re not wrong.
- Tell them why you’re the one with the experience and knowledge to help them.
- Introduce them to your methodology and make them want to read more of it.
- Be constructive, confident, and reassuring in your understanding of the project.
That’s how you get work as a consultant.