Writing Proposals that Close Writing Proposals that Close More Sales More Sales

Adrian Miller, Adrian Miller Sales TrainingAdrian Miller, Adrian Miller Sales Training

Is This What Proposal Writing Does to You?

The Challenges

Highly competitive market Media clutter Internet = shoppers Internet = time sensitivity Overall…business is tough!

Which Would You Prefer?

A proposal that brings in the business

or

A proposal that is a waste of time

Top Tips

1. Be Clear

Use language that is conversational. No jargon. Remember:

Prospects want clear language. Think “real-speak”.

2. Be Specific and Relevant

No boilerplate “BS”. (If I can find it on your web-site, I should not find it in the proposal.)

Be prospect-centric. (It is all about them!) How can your firm’s features and benefits

solve your prospect’s situation / meet their needs?

3. What Do They Really Want: Don’t Waste Time Qualify the opportunity. Ask questions:

you have a right to find out more information.

Do not commit time and resources if you have a minimal chance of winning the business. Do not eliminate this step!

Proposal Architecture

Section 1: The Opening

HOOK your reader. This proposal will show COMPANY the

proven practices that AMST will use to get your sales reps generating increased new business opportunities and improved return on sales and marketing investments.

The Goals

Demonstrate an understanding of the prospect’s objectives

Create interest Narrow / define the scope of the project

Section 2: Background

NO BOILER PLATE. What in your background is RELEVANT to

the prospect’s specific needs? This step requires due diligence. You

cannot be relevant without doing your research.

Section 3: Ouch

Section 3: Current Situation

Summarize what is happening and the impact of the problem on their firm. Remember that prospects do not take

action unless they equate what you are presenting to an improvement in their current situation.

Section 4: Desired Outcome Succinctly state what will be the

(positive) outcome/s from what you are proposing. Use bullets Be clear

Help them to start to see/feel the end results!

Section 5: Your Recommended Plan What are you recommending to help the

prospect achieve the desired outcome? Summarize (they should not be able to take

your solution and do it themselves). Highlight critical moments. Provide information regarding Project

Management and implementation.

Section 6: The Nitty Gritty

Estimated time frame Estimated budget Terms

Section 7: Next Steps

Outline the specific action items and related time schedule that have to take place after submission of the proposal.

Housekeeping

Proofread once for spelling and punctuation.

Proofread again for grammar. Proofread a third time for “readability”

and conversational tone. Best bet: ask someone else to read the

proposal and give you feedback.

It’s All About The Prospect

In what format does the prospect WANT to receive the proposal (email, snail mail, messenger).

How many copies do they want?

What Is Not a Proposal

Price quote Contract

Equipment spec sheet

Brochure copy + $

Follow-up, Follow-through

You know the situation. You send the proposal; wait a few days and then try to get back in touch. Ouch! You cannot make contact and they

do not return the call/s or email/s.

What has happened?

The Dead Zone

You did not qualify the opportunity and there is “no way” you can win the business.

Something has changed (scope of project, decision-maker, etc).

The competition has entered the picture (with a vengeance!).

The Dead Zone

There is no longer a need. You did not confirm time frame!

Should You Give Up

No

What If:

You’re not a proficient writer: Take a proposal writing class. Hire a proposal writer. Do a business / proposal writing self-study

program.

What If:

Your writing is academic, consultant-speak or just ponderous: Remember to use clear and easily

understandable words. Paragraphs should not be more than 5

sentences. Average 18 words per sentence.

You Don’t Win 100% of the Time When you don’t win the business you

must ask yourself why and learn from the experience. What could you have done differently? Was this a “valid” opportunity? Should you

have submitted the proposal? How can you win the next time?

Sales is Quantitative

Keep stats # of leads # of appointments # of proposals # of acceptances # lost

Procrastination

Top Tips

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Thank youAdrian Miller

Adrian Miller Sales Training

adrianmiller.com

43 Park Avenue, Port Washington, NY 11050

amiller@adrianmiller.com

516-767-9288