How To Craft A Successful Proposal That Sells

Jan 25, 2017 | Sales

Even though most salespeople hate writing proposals, they spend a lot of time doing just that. That means managers spend even more time reviewing and revising proposals. Those same managers also spend a lot of time shaking their heads in dismay because the quality of the proposals just isn’t good enough.

Training salespeople to write proposals can feel like banging your head against a wall—and by the time you finish, everyone has a headache. So, let’s make this simple.

My colleague Mark Nichol on Daily Writing Tips shared his best tips on writing proposals, and we turned it into an easy-to-use guide for you and your salespeople. Use it to improve the quality of the proposals going out, and the results that come from them.

According to Mark, writing a good proposal is more of an exercise in persuading than reporting. A winning proposal requires the following elements:

  • Summary: A short overview that highlights what will be most important to the buyer
  • Statement of Need: Explanation of the problems this proposal solves for the organization
  • Description: Detailed explanation of the proposed product and service
  • Budget: A detailed breakdown of the pricing model
  • Conclusion: Restatement of the important points, including how the proposed purchase will help the buying organization

It’s also important that every salesperson create a proposal that:

  • Defines a problem and describes a solution so that the buyer understands the benefits
  • Employs facts to bolster the argument for approval. Refer to similar successful projects or explain how the project solves problems or achieves goals
  • Demonstrates possible outcomes using models, project plans, and expected results.
  • Provides a realistic picture of the entire expense

The final, finishing touch on any effective proposal is clean design and meticulous writing. What the client receives should be easy to understand a free from errors.

The better your salespeople get at writing proposals, the easier your job will be.

How can you lead your sales team to better performance? I can help you make your team stronger and win more deals. Call me for a few ideas, 775-852-5020 or schedule an appointment.

Alice Heiman

Alice Heiman

Alice is nationally known for her expertise in elevating sales to increase valuation for companies with a B2B complex sale that have exceptional growth potential. She’s originally, from the widely known Miller Heiman Group. Spending her time strategizing with CEOs and their leadership teams to build the strategies that find new business and grow existing accounts is her passion.  Her clients love her spirit and the way she energizes their sales organization.


Submit a Comment

Your email address will not be published. Required fields are marked *