As I’ve been working my way around the Internet this summer teaching the fundamentals of the DYFR framework, I almost always end up getting asked the same question from people after I describe my method of writing proposals:
What if I can’t guarantee my client a specific return-on-investment (ROI)?
A quick refresher if you’re new: One of the concepts of the framework is to anchor your costs against what I call the Financial Upside of a project, or the long-term value of the project for the client’s business. This makes it so you don’t end up pricing yourself in a vacuum, but instead have something (ideally less than what you’re asking!) to contrast your price to.