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Writing a sales proposal is a very important step in gaining a new client, or selling to a current one. This guide teaches you sales proposal techniques that will effectively demonstrate your firm’s capabilities
WHAT TO EXPECTWriting a sales proposal is a very important step in gaining a new client, or selling to a
WHAT YOU SHOULD KNOW BEFORE GETTING STARTED [top]
A good proposal is a big investment in time, but when done properly can mean additional business and, therefore, added revenues for your firm. You should consider writing a proposal when —
there is an identifiable chance that you will get the business. If it’s a long-shot, you may be wasting your time when it can be better spent on more likely prospects.
Second, the proposal convinces the prospect that you have the competence to deliver what he needs, better than he can himself.
Third, the proposal provides justification for the prospect’s investment in terms that are useful and understandable to the client.
However, to convince your client that you are the best person for the job, you must get him to read your proposal. So how do you get this busy executive to lay aside other pressing issues and pick up your proposal? The answer is to write a proposal that satisfies his needs, not one that sells your services. And to do that, you must have a full understanding of the nature, scope and needs of the prospect and present your ideas in a manner that convinces the prospect that your product or service represents the best way to handle his needs.
Keep in mind…You must convey the feeling that you are the expert to all who read the proposal.
The proposal must showcase your value to your prospect’s organization. You have to convince your prospect why he cannot fulfill his needs with resources internal to his organization.
You must differentiate your goods or services from the competition — if you can first show your prospect that he needs external resources to satisfy his needs, then you must convince him that you are the best choice for the job.
The proposal offers value-added solutions. Organizations are not interested in novelty approaches. They have problems that need solutions…quick! The winning proposal will outline how a client can solve his problems and achieve his objectives, as well as look good to the rest of the organization — especially his boss.
CREATING THE PROPOSAL [top]
T in sufficient detail?
Have you expressed compelling enough reasons why you should be selected to supply the goods or services?
Is your proposal written from your prospect’s perspective? Do you use language with which he is familiar? Do you know his personal or his organization’s key objectives?
Are your fees or costs clearly stated? Do they follow a description of your approach and benefits?
Will the client understand what he or she is supposed to do upon reading the proposal?
Make adjustments in your copy accordingly. When this is completed, you are ready to send off your proposal. One option is to mail it. You may choose to send it via standard delivery or overnight it. Although an overnight courier service may be more expensive, the receiver takes special note when he receives such packages. That’s what you want.
If it’s possible, deliver your proposal to your prospect personally. This reinforces your interest in the project and provides an opportunity to meet your prospect if you haven’t already done so. Either way, once the final document is delivered and the prospect has had a sufficient time to review it, follow-up with a phone call or visit to ask if you can clarify any aspects of the proposal.
If you don’t hear from the prospect in a week to ten days, send him a letter reiterating your interest in his project. Be assertive, not a nuisance. If you’ve done everything you can think of within reason and still do not hear from the prospect, chalk it up to experience and get on with your business. Hopefully, you’ll be able to utilize parts of your proposal for another prospect. In most cases you’ll be notified by phone or mail whether your proposal was accepted or not. If it was not, try to find out why and learn from the feedback so are:
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