AEC Industry
AEC Firm-Proposal Mistakes to Avoid in your Business (with examples)
AEC proposals are an evolving process, learning from your mistakes and successes is critical for the AEC industry. If you are not learning from past experiences, you’re missing out on valuable insights.
Tired of pouring your blood, sweat, and tears into AEC proposals, only to see your competitors snag the projects you were eyeing?
You’re not alone.
The Architectural, Engineering, and Construction (AEC) industry is notorious for its cutthroat competition, and winning the proposal game is a tough nut to crack. ⏬⏬⏬
But what if I told you that many AEC firms stumble at the starting line due to some common proposal mistakes?
I was having a friendly chat with my book-reading community earlier this week and when I brought out the topic of AEC proposal writing being such an underrated role with huge demand and low supply in the market, it left many of my writer community confused.
So… :)
Before I proceed, let me clarify — This article does not discuss crafting content writing brand communication/ CTA formulas or hooks, or performance marketing copywriting. We aren’t discussing blog writing or social media copy. We are talking pure business writing here! AEC Proposal works a little differently.
Proposals in AEC sectors are highly sensitive technical documents that form a part of the tender bidding documentation process — a solid 4000–10,000 pages (A4 ) binding book. They are confidential documents that usually follow when a client releases an RFP soliciting bids from qualified subcontracting AEC firms such as Architectural consultants, Contractors, Landscape consultants, Structural engineering companies, etc to bid for a project- A common practice in the AEC industry and government projects.
If you have worked on such type of writing, there is a high chance that you are already a proposal writing expert and haven’t realized it. :) (Do let me know in the comments if you approach proposal writing the same way we do for AEC firms).
The “One Size Fits All” Syndrome
If you’re a client seeking an architectural design for a sustainable housing project, and you receive a proposal that reads like a generic template. You’d be underwhelmed, right?
That’s the same feeling a client gets when your proposal doesn’t address their unique needs.
Let’s take an example: An AEC firm, let’s call them “XYZ AEC Firm,” is competing for a project to design an eco-friendly housing complex. They didn’t just list their generic qualifications; they researched the client’s environmental values and created a proposal highlighting their expertise in sustainable design.
The result? You already know it!
Ignoring the Power of Storytelling in Case Study Submission
Your ability to weave a compelling narrative can make or break your proposal. Let’s take a hypothetical example of two competing engineering firms bidding for a bridge construction project.
Firm A presented a proposal that was a series of technical specs and data. Firm B, on the other hand, opened with a story about a similar bridge project where their innovative approach saved the client time and money.
The client will not only be captivated by Firm B but also see the potential for a successful partnership.
The ‘Over-Promising Pitfall
It’s tempting to promise the moon and the stars to win a contract. However, overpromising can lead to unrealistic expectations and disappointment down the road. Clients appreciate honesty and transparency.
Be clear on the project budget and timelines. My advice will be to always keep a buffer to control unforeseen circumstances(which is quite common in AEC projects). Over time, this will help you build a reputation of reliability and accountability for your firm.
Neglecting the Client’s Perspective
Many proposals focus on showcasing the firm’s accomplishments without addressing the client’s perspective. Clients want to know what’s in it for them, not just what you’ve achieved.
If you were a client who’s looking for a firm to renovate a historic building. Would you be more interested in a proposal that highlights your project’s historical significance or one that just talks about the firm’s credentials?
For this example, you can consider tailoring your proposal to emphasize the historical importance of the project and the cultural value it would bring to the community.
Typo and Grammatical Errors
Typos and grammatical errors can make even the most professional proposal seem unpolished.
Proofread your proposals diligently. Consider using grammar and spell-check tools such as Grammarly or Hemingway. However, don’t rely 100% on these tools and I’ll explain why in the next paragraph.
Instead, take a notch higher by getting a fresh set of eyes (SME) in your team to review them. A polished proposal sends a message that you care about the details.
Beyond Typos and Grammatical Errors
Ensure your documents are professional and use the right kind of legally acceptable word choices.
For example :
Instead of: “Utilize” Use: “Employ"
Instead of: “According to” or “Following” Use: “In accordance with”
Instead of: “Regarding” or “About” Use: “In reference to”
Instead of: “If” or “When” Use: “In the event that”
These are some legally sounding words that are not recognized by spell-check tools and that is the reason I mentioned in my previous paragraph why you need a fresh set of SME human eyes to review the document and not rely 100% on tools.
Document Naming Convention
To maintain clarity and professionalism, it’s critical to establish a consistent naming convention for all your project documents. This ensures that everyone involved can easily access, understand, and reference the materials.
Consider adopting a naming convention like ‘ProjectName_DocumentType_Version_Date.’
For instance, if you have submitted a reference document called ‘Better Humans Residence’ and you later submitted an updated version of the electrical specifications on November 8, 2023, your document name could be ‘BetterHumansResidence_ElectricalSpecs_V1_20231108.’
If you have written a content brief, I am sure you can relate. It's universal you know. And If you don’t — You can’t sit with us!
I can forgive you for wearing sweatpants on Monday but I'll start a Mean Girl rave if naming convention is not your everyday practice. :(
Lack of Visual Elements
Yes, visuals are not very common practice when it comes to AEC proposals, however, incorporating a document with visual elements can make you stand out. Trust me the client will remember you.
Along with the project’s 2D/ 3D plans, incorporate images, diagrams, and infographics to break up text and make your proposal more engaging. Visuals can help clarify complex ideas and leave a lasting impression.
Failing to Follow Up
AEC proposals don’t end when you hit the “Submit” button. Following up can make all the difference.
Proactively follow up after submitting your proposal, but don’t overdo it. Express your enthusiasm for the project and offer to clarify any doubts or provide additional details. This shows your commitment and professionalism.
Not Demonstrating Cost Competence
While quality is essential, cost management is equally important for AEC projects. Failing to prove your ability on cost-optimization method can be a deal-breaker.
Provide a clear cost breakdown and explain how your firm can offer cost-effective solutions without compromising quality.
Disregarding Feedback
AEC proposals are an evolving process, learning from your mistakes and successes is critical for the AEC industry. If you’re not learning from past experiences, you’re missing out on valuable insights.
After each proposal, seek feedback regardless of whether you win or lose the project. Analyze what worked and what didn’t, and apply those lessons to future proposals.
Build Relationships
Unlike other industries, the AEC industry runs on word-of-mouth referrals to a large extent. Building lasting client relationships is IMPORTANT!
Invest in cultivating client relationships beyond proposals. Engage with clients, show genuine interest in their needs, and build a network of satisfied clients who can vouch for your capabilities.
Avoiding these common proposal mistakes and implementing the fixes can significantly improve your chances of success. Crafting a great AEC proposal isn’t just about having the best technical skills; it’s about effectively communicating your credibility that is still personalized and relevant to the client’s scope of work.
In addition, the AEC industry is all about collaboration and understanding the client’s needs. So, craft proposals that tell a convincing story through your technical case studies and presentations to address the client’s perspective.
Are you an AEC Business Owner? Sign up for my newsletter for the latest curated industry and marketing trends in the AEC Industry
⏬⏬⏬
