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Depending upon how much you enjoy writing, writing sales proposals can be a joy, purgatory Jermaine Jones USA Jersey , or something in between. However, if you sell a complex product or one that involves the delivery of professional services, learning how to write effective sales proposals can be critical to your success.
Some proposals are written in response to an RFP (Request for Proposal) or RFI (Request for Information). Organizations that go to the trouble of writing RFP's want to receive highly structured proposals, as this makes it easier for them to compare responses from various bidders.
Some proposals are "Boilerplate Bombs". These proposals tend to be long Independence Day USA Jersey , boring, and tedious to read. Often these proposals are written under the assumption that "bounce factor" (how high objects on a desk bounce when the proposal is dropped on the desk) is what makes a proposal effective.
The proposal category that is the focus of this article is effective sales proposals. These proposals are lean, highly focused, customer-specific documents that are written to sell anyone that reads them. How can a written document accomplish this feat? Through text that invokes emotion and provides compelling reasons that support a buying decision.
Before we go any further Gyasi Zardes USA Jersey , let's review the single most common flaw in proposal generation -- lack of proper opportunity qualification. Companies waste incredible amounts of time and resources preparing proposals for poorly qualified opportunities. These proposals have little chance of producing sales.
When you are armed with the necessary opportunity qualification information and you have made a conscious decision that the opportunity warrants the investment of time and resources required to generate a quality proposal, you are ready to write an effective sales proposal. To aid you in this undertaking, here are brief descriptions of nine suggested proposal sections:
1. Opening
This is usually a single paragraph where you thank the people that provided the opportunity qualification information and set the stage for the proposal. The last sentence of the paragraph should list the primary value the prospect will receive by making the proposed investment.
2. Background
Your prospects know a lot about their own companies. They don't need you to provide them with a chronological history or a bunch of unnecessary facts. The bulk of this section should focus on selected facts concerning the specific business functions or departments that your solution will impact.
3. Current Situation
This is where you really start selling. In this section you lay out the prospect's business problems and the impact of the painful detail. Your goal should be to invoke your prospect's negative emotions (fear, frustration Greg Garza USA Jersey , pain, etc.).
4. Desired Results
Your goal for this section should be to invoke your prospect's positive emotions (relief, joy, satisfaction Graham Zusi USA Jersey , etc.) by helping your prospect visualize the "desired state" for their business.
5. Business Impact
This is where you justify the acquisition. What impact will your solution have on your prospect's business? How will their operations and financial results change for the better?
6. Decision Criteria
If you don't have a comprehensive list of the criteria that your prospect will use to make their decision, you probably shouldn't be writing a proposal. List all of their decision criteria here.
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