subject: Why Your Proposals Aren't Selling [print this page] Proposals are arguably the most important part of the sales process, your potential client has already expressed an interest in you, your business, or your product, they've asked for your permission to buy from you. So why do so many proposals fail at closing the deal?
Proposals are often put together in a hurry, lack the important elements needed for closing a sale, and very often lack a reason why your potential client should actually buy from you. So why do proposals fail?
* They are too technical: many proposal writers view the proposal as an opportunity to impress the client with just how much they know about the subject. You are already past this point, stop showing off.
* They are too long: No one wants to actually read a 7 page proposal. Edit your proposals so that they fit on a single sheet of paper. Hit the highlights and then reference any additional details need in an attached appendix.
* They lack a clear call to action: At the end of every proposal there is a place to sign and return the proposal. Stop it. You've just added another step to the sales process. Instead of adding a signature block include a line that simply says This Agreement shall be effective upon receipt of initial payment. Then give them an easy way to pay. If you absolutely must have a signature, get it in a legal contract later.
* Poor grammar: There is nothing worse than reading a professional document and stumbling over spelling, punctuation, or grammatical errors. If you are playing this little attention to detail in your proposal, how sloppy will your work be?
* They lack a solution: Most proposals talk about the work that is going to be done, but they rarely address the problem being solved and how this proposal will solve that problem.
So what should you be doing in your proposals?
* Solve the problem: You proposal should be more than a list of tasks you will be completing. It should explain why those tasks will solve your client's specific problem.
* Use templates: Much of your proposal will be the same from client to client. Make good use of templates and auto-fill for portions that can be shared from client to client.
* Make it unique: Take the time to make it look good. Proposals all tend to look the same, take some extra time to make yours stand out.
* Call to action: SELL! Tell your potential client what the next step is. Don't leave it up to them to figure out what they should be doing next.
* Say thank you: The proposal is a part of the sales process and you must be polite and thankful for the opportunity to work with your new client.
Treat your proposals like the important part of the sales process that they are and not as a chore that you are forced to do. Take as much care with your proposals as you do with every other part of your business and you will see your conversion from tire kicker to buyer climb.
