How to Write a Proposal That Sucks

8 Comments »B2B, Sales Mistakestags: how to begin a sales proposal, sales proposals that don't suck, writing a killer sales proposal

Feb 09

A couple of days ago I read a blog post that got me a bit riled up.

Wait, I take that back…

It really pissed me off!

The post (which will remain nameless) was written by a marketing person and outlined several strategies to write a killer proposal. What started to get me riled up was the authors first piece of advice…

Start with an overview of your company

GRRRRRRRRRRRRRR!

That’s the absolute worst way to open a sales proposal!

No prospect I have ever encountered has opened a proposal thinking, “I really want to know about this company” or “I can hardly wait to find out more about these people.”

The only thing a potential customer has on their mind is how you can help them solve a particular problem.

If you don’t begin your proposal with a killer opening that clearly outlines your understanding of the prospect’s situations, the objectives they want to accomplish and the value of meeting those objectives, you run the risk of sounding like every other sales person competing for the business.

The author went on to say that sometimes people have difficulty expressing or articulating their needs so…

Sales people should read between the lines

GRRRRRRRRRRRRRR!

If your prospect can’t articulate their thoughts, it is the sales person’s responsibility to ask questions that will help the other person determine the key outcomes they are looking for. Then, more questions need to be asked to uncover the reason those outcomes are important. Once that is accomplished, even more questions should be asked to calculate the impact of a positive result or the result if no decision is made.

This information gives you the ammunition to create a killer proposal.

The author’s final advice was…

Make sure you’re available to answer to answer questions and close the sale

GRRRRRRRRRRRRRR!

That’s the typical non-sales person’s approach to selling. Sit back and wait to answer questions. I used to be guilty of doing that and my proposal closing ratio was pathetic.

However, when I learned to ask for the next steps and to schedule a subsequent call to discuss the proposal BEFORE I actually sent it, my closing ration increased dramatically.

If you want to write a proposal that sucks follow this marketing person’s advice. However, if you want to write a killer proposal…one that gets results, ignore it and listen to an expert who focuses on sales.

If your team could use some help creating proposals that sell, give me a call. 905-633-7750, kelley@fearless-selling.ca.

http://twitter.com/Mimiran Mimiran

Great advice. It’s all about the customer, not you! (I wrote another post about killer proposals a couple of days ago with some similar tips.)

Kelley

Mimiran, you’re exactly right when you say it’s all about the customer. Feel free to share the link to your post here.

Jim Berryhill

I pioneered a simple template with Tom Seibel back in the day. It isn’t that hard. IMHO, a customer aligned, value based proposal has these components.

First things first. It may be a deal to you, but it is a project to your prospect. Think like they do.

1. Executive overview – 1 page – short and to the point. Hit’s the high notes of the following sections.
2. Description of the prospect’s business opportunity or problem being address. Must articulate what it means to the business to take advantage of the opportunity or solve the problem.
3. Description of the UNIQUE solution to the opportunity or problem. Forget a recital of all the stuff your product does, no one (that matters) cares. It’s how you bring the value. And if you can’t deliver and articulate unique value, not sure I should be playing.
4. Overview of the implementation plan to deliver the solution and associated value. MAYBE the most important part of the proposal after #5.
5. Economic Value Analysis of the project. Have to justify to the CFO and defend yourself with procurement.
6. Term sheet…what your solution is composed of and what it costs.
Appendices.

There should not be a single sentence of boilerplate in the above 6 sections, and those sections shouldn’t take more than 8-10 pages, preferably 5-6.

If you want to kill a rain-forest with boilerplate no one will read, put it in an appendix. Importantly, the appendices should contain detailed information regarding the implementation delivery plan and Economic Value Analysis. That will be read.

Finally…This is an important exercise. It should reflect your best work. It will distinguish you from the competition…including, internal competition for alternative use of capital. No telling who in the prospect company is going to see it.

And an added benefit…anyone in your company who reads the proposal will have an understanding of why you are competing for the deal. And if it’s done well, an impression that you are a top notch pro they are glad to have on the front lines.

Kelley

Wait…where’s the self-serving propaganda and corporate-speak about your company go? Just kidding…thanks for sharing your perspective Jim. LOVE your approach.

http://www.smartsellingtools.com/ sellingtools

Kelley,
Loved your post. I shook my head, and laughed all the way through. We create content for sales software vendors to use during the sales process and at some point I ALWAYS have to defend the ommission of marketing gobbeldygook. The content marketing includes in marketing pieces are great. But it doesn’t mean they are the right content for sales proposals, or sales follow-ups. Your experience points to the all too frequent lack of understanding of the sales process and how it differs from the marketing process.

I also appreciated Jim’s comments. He’s so right.

In the end, customers really don’t care about you. They only care whether you seem to (legitimately) care about them. Focusing on YOU at the beginning of a proposal is not a great way to start.

Kelley

Nancy, some day I would love to take a group of marketing people on some sales calls and have them open the sale the way they think it should be done. Then, I’d like to have them watch someone conduct a sales call the right way and have them observe the difference in the prospect’s reaction (and results).

It’s interesting that you ALWAYS have to defend the omission of marketing speak…

http://newsalescoach.com/ Mike Weinberg

Amen Kelley. Here, here!