CEOs often struggle with why their sales team doesn’t close more deals. A common reason why deals don’t close is the proposal is not being presented in a way that communicates the most value to the prospect. Worse, the salesperson is having trouble getting feedback from the prospect regarding the proposal's status and, therefore, keeps it on their forecast for a ridiculous amount of time. This article will provide a way to ensure your team creates the most value for your product and service, enabling your company to win more deals and increase revenue.

Crafting a proposal is more than just presenting numbers and facts; it's about weaving a narrative that resonates with your audience. Throughout my extensive career in valued-based sales and marketing, I've observed a common pitfall: too many proposals are hastily sent off without proper presentation, relinquishing control to the client. In this blog post, we'll delve into the essential elements of a winning proposal and how to master the art of presentation to secure more deals.

Present, Don’t Send

When executives receive a proposal via email – instead of being presented without the context of a compelling narrative – they are often inclined to skip ahead to the end, where costs are usually given. Once this happens, it is now strictly a price decision, and low cost will probably win. This cardinal rule of presentations is often overlooked in the heat of the moment due to “getting the prospect something to react to.” As the name suggests, proposals should be presented, not flung into the digital abyss. Whether in person, online, or via phone, a proposal should be presented first unless it's a done deal. This step is crucial for two reasons: firstly, it allows you to tie the value of your offering directly to the prospect’s needs, fostering instant understanding and buy-in. Secondly, it puts you in the driver's seat, ensuring you maintain control of the conversation and can address any concerns or objections and receive feedback in real time.

Put Your Prospect’s Objectives First

The structure of the proposal is another critical component that is wrong in most cases. Many proposals dive straight into company accolades and offerings without addressing the most critical question: why does the prospect need your solution? Your prospects have seen their share of “boilerplate” proposals with self-aggrandizing language. By starting with the customer's objectives or "why," you demonstrate that you understand their needs and can tailor your proposal accordingly. Delve deeply into your prospect’s business with a robust discovery phase. This will help you avoid the temptation to inundate your prospects with self-congratulatory fluff; instead, focus on showcasing how your solution addresses their specific pain points and fulfills their objectives and enhances the value of your product or service offering. If your proposal lacks relevance, it does not create maximum value. It won’t matter whether you have a stellar track record or a trophy case full of awards.

Confirm and Acknowledge Understanding

Once you've outlined the customer's objectives in your proposal, you must confirm that you've captured these objectives accurately. Seek confirmation from the customer that you've understood their needs and be prepared to incorporate any additional requirements into your proposal on the spot. This demonstrates your attentiveness and instills confidence in your ability to deliver a tailored solution. As a corollary, it’s crucial for you to ask questions and listen intently to your prospects during the proposal presentation. This shows that, while you are interested in their business, you are most interested in “getting it right” for them. This sort of “active listening” is just what your prospects want in a partner and will elevate you above the other “vendors.”

Tie Everything Back to “Why”

With the customer's objectives clearly outlined, it's time to present your services in a way that directly correlates with their needs. Review your proposal carefully to ensure that each aspect of your offering aligns with their objectives, reinforcing the value proposition and illustrating how your solution is uniquely positioned to address their challenges. Avoid broad generalizations and assumptions. Remember, the time you spend on discovery and research must be paid off in this proposal phase. Once you’ve asked the right “why” questions and received answers from your prospect, it’s essential for you to feed these back in the proposal and during the presentation. Seek confirmation from the customer that you understand how your product or service meets their needs and be prepared to answer any questions or incorporate any additional requirements into your proposal on the spot. This will greatly improve the probability that the customer can relate to the true value of your product or service.

Budgets Come Last

After starting with the customer objectives and how your product or service will meet them, it is time for the price. Your objective before you get to the price is to create the most value you can in the customer’s eyes. Everyone buys a bargain, which is defined as value minus cost. The higher the value, the better the bargain, regardless of the cost. If you don’t tie the client objectives back to your solution, then you leave it up to the customer to create their own value. This is one of the most common mistakes in proposal writing and leaving it as a price decision. This is like starting a novel at the end – no context exists for the story. It’s a recipe for confusion or, worse yet, a premature rejection of your proposal based on price alone. Instead, save the pricing discussion for last after you've effectively communicated and received positive feedback regarding the value of your offering. By doing so, you shift the focus away from the price tag and towards the value you provide, making the investment more palatable and justifiable in the eyes of the customer. If you’ve followed the first four tips, then this step should be a formality. You should have sold this prospect by the time you discuss the price.

In a world inundated with generic proposals and boilerplate pitches, mastering the art of the proposal means your sales team will stand out from the crowd and put your company in a better position to win business. By following these simple yet powerful steps—presenting, starting with the customer's objectives, confirming understanding, tying your services back to the customer's why, and presenting cost last—your sales team will create proposals that not only win deals but also foster trust, transparency, and long-lasting client relationships.

The next time your team crafts a proposal, remember that it's not just about what your company offers (and it’s not all about you), but how you present it makes all the difference.

Want to help your sales team learn more about crafting a great proposal? Reach out to me.