A great proposal tells a story; it takes the reader on a journey to understanding the value of what you're trying to sell beyond the simple product itself.
If you're a salesperson, you would understand the importance of impressing prospects with a well-written and attractive sales proposals. The goal is to grab attention and indirectly sell the product through proposal. And of course, it's easier said than done.
A great proposal requires more than what your company does, the price competitiveness, and benefits prospects would gain. A great proposal tells a story; it takes the reader on a journey to understanding the value of what you're trying to sell beyond the simple product itself. It gives the receiver a clear sense of who you are and what you do with a positive touch to why it matters to them. We have come up with 4 components to include in your sales proposal to make it more propelling:
1) State the problem you're solving
We're not talking about a vision statement. A vision statement may be answering why your business exists, but it's not suffice to say why it matters to your client. Your proposal should propose a solution to a problem clients are facing. It may be the need to grow customer base in their company or to be healthier, you name it. But you must be able to answer to the question why it should matter to the person you're selling to.
Here are some ways you can communicate the problem you're solving:
- Define a problem you're solving that people can relate to
- Illustrate it out as a day-to-day pain
- Illustrate what the solution is and how the problem will be solved
- Add small text if necessary
Ask a Question
- Rephrase your problem in the form of a question
- Answer it using the Golden Circle method (Why is the problem important?, How are you going to solve it?, What is your solution?)
2) Provide evidence
Words are great, but your clients need justified proof to make buying decision. You may want to add testimonials from your previous clients or portfolio of the work you did previously.
If you're just starting out, seek for work within a trusted network and build your portfolio as you go.
3) Make it easy to read
Have you ever read something that lost your concentration midway of the page? This is not what you want for your proposal. It may be the case that your proposal is selling a new product or solution to a frustrating problem, and sometimes it is not easy to understand.
Speak The Language Of Your Client
Keep in mind that your clients may not be in the industry to know all the buzzwords or concepts, don't make a mistake by assuming that they understand. As much as you can, try to explain by using a simple language.
Yet, Keep A Balance Of Professionalism
However, you do not want to be too simple that your prospective clients feel you might not be up for the game. While keeping the words simple to understand, you want to match up the idea and concept to show your expertise in the area.
Balance is key. 👌
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