A sales proposal is sometimes a mere formality—the customer has already made up his or her mind whether he or she is going to buy. At other times, a sales proposal makes all the difference. It will be reviewed by all decision-makers and influencers involved in the purchase. Show
Since you never know for sure if your proposal is a formality, you should craft it as if the sale depended on it. A polished proposal can never be overkill, but one that’s sloppily put together could talk you out of an order. Here are five elements your sales proposal should include making it persuasive and powerful. 1. An executive summaryWhether your proposal is one page or 20 pages (we’ll talk about length in a minute), always lead with an executive summary (and here’s how to write one). Diving right into the technical aspects of your proposal is tempting, and it will probably appeal to hands-on buyers and influencers. However, some buyers and most high-level influencers are not interested in the details and want a quick answer to the question: “What’s in it for us?” Accordingly, the executive summary briefly outlines:
Some sellers err by putting the executive summary at the end of the proposal rather than making it the lead. Although a summary conclusion is logical enough, the problem is that some customers are so impatient they never make it to the end of the proposal. 2. The appropriate level of detailGenerally, the shorter a proposal is, the better. However, problems arise when sales proposals are too long or too short. If you are too sketchy on details, customers may worry you’re hiding something or a poorly organized company. If you are overly detailed, customers may worry that if anything goes wrong, you’re the type of company that will hang them on a technicality. The best tool to pinpoint your proposal’s ideal length is common sense. If you are selling a highly technical, high-value, and/or expensive-to-implement product or service, then your proposal naturally needs to spell out specifications, terms, and warranties in some detail. If you are selling a commodity, less detail is required. High tech, low tech, or no tech, it’s always wise to avoid industry jargon and acronyms without defining them. Once the proposal is completed, give it a thorough editing. Most proposals can be shortened if a second set of eyes takes a hard look. Good editing enhances your proposal’s persuasive power by making your message more clear and concise. A helpful editing technique is read the text aloud or have a voice tool read it back to you; you are more likely to catch missed words and awkward phrases by listening. Learn more about editing. 3. A reason to buy nowIt’s human nature to delay making a decision, especially one that involves spending money. Unless they have a problem they are desperate to solve (which is rarely the case), customers will look for reasons to table your proposal. This is why it’s crucial to give customers a reason to buy now. Sellers often think their product/service value speaks for itself. But even if the proposal conveys that value with the eloquence of Shakespeare, many customers still need the extra nudge of a tangible, tantalizing extra. Here are several “extras” that have been proven to work over and over:
Some sellers fear that such offers will somehow cheapen their brand—but in my experience selling to small businesses up to Fortune 100 companies, these extras are always appreciated and more than occasionally turn a maybe into a yes. Learn more about the psychology of offers. 4. An outline of next stepsA great proposal not only includes extras that make it easy to say yes, it includes instructions on how to say yes. Think of your proposal, whether digital or on paper, as a bridge in the sales process. If the customer loves your proposal, he or she shouldn’t have to look anywhere other than at the proposal to take the next step and get the order rolling. Thus, the final page of your proposal might lead with language such as, “When you are ready to proceed, please contact us at (phone number) or (email address).” You can take the closing a step further by essentially turning the proposal into a contract by asking for acceptance and requesting the following information:
This proposal element is even more effective when you review it in person with the customer—you may be able to walk out of the customer’s office with an order in hand. 5. Easy to read, persuasive designSo far, we’ve talked about proposal text. The design is just as important—and depending on what you’re selling, it may be more important. A slipshod layout and design deter people from reading your proposal, and even worse, convey a very negative brand image. These are the elements of a strong design:
On this last point, don’t underestimate the need for easy mobile phone reading. Even in the most traditional B2B industries, customers have been liberated from their desktops and ponder proposals on mobile phones wherever they may be. Learn more about typography and design. One final point: Make sure your proposal does not include any bad surprises—any substantive negatives or “fine print” should be discussed with the prospect in advance of sending the proposal. Overcoming objections before the proposal is delivered often makes the eventual order a foregone conclusion. My 25 years in sales and marketing—most recently at
Straight North—have given me the opportunity to test this approach. Your sales proposal will be most effective if it is as user-friendly as possible in terms of the message and its simplicity, how easy it is to read and scan, and how easy it is for the prospect to take the next step. Brad ShorrBrad Shorr is director of content strategy at Straight North, an internet marketing company headquartered in the Chicago area. Posted in Growth & MetricsWhat are the parts of effective sales presentation?Here are seven of the most important elements to a good sales pitch.. Element 1: Thorough Research. ... . Element 2: Define The Problem & Offer a Solution. ... . Element 3: Make Compelling Points. ... . Element 4: Make It Urgent. ... . Element 5: Add Additional Value. ... . Element 6: Focus on Benefits. ... . Element 7: Follow Up.. Which of the following is the first step in the need satisfaction approach to selling?Prospecting
The first step in the sales process is prospecting. In this stage, you find potential customers and determine whether they have a need for your product or service—and whether they can afford what you offer.
Why sales dialogue is more effective than written proposal?Why? Most salespeople use organized sales dialogues and presentations because they provide greater flexibility and effective interaction with the prospective customer. This form of interaction allows salespeople to learn about their customers' needs and then customize solutions to those needs.
Which of the following types of questions are used by sales people to probe for descriptive information?Open-end questions encourage the customer to respond freely and provide more expansive information. They are used to probe for descriptive information. Closed-end questions limit responses to one or two words and are used to confirm or clarify information.
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