Reflect the Client's Own Words Back
A strong proposal opens by reviewing the issues the top decision influencers actually shared with you along with the specific financial logic behind changing providers.
Keep the Focus on the Prospect
About 70 percent of a proposal's length should focus on the prospect's needs with less than 30 percent spent describing your own firm. Ask the prospect directly how long they expect the proposal to be if you are unsure.
Understand Every Buying Condition
Every decision influencer and the group as a whole has established buying criteria such as reputation, industry experience and personal chemistry. List these conditions in your proposal and address each one directly and specifically.
Share a Draft for Feedback
Presenting your proposal in draft form to as many people in the decision process as possible and genuinely asking for feedback lets you refine both the document and your understanding of the real issues before the final version goes out.
Final Thoughts
A boilerplate seller-focused proposal rarely impresses a serious prospect the way a genuinely client-focused one does. Before your next proposal goes out check that at least 70 percent of it is written from the client's point of view and not your firm's. That single discipline consistently separates winning proposals from forgettable ones.
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