Proposal Writing

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Writing Great Sales Proposals

-by Jerry T. Hancock

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The problem with most sales proposals is the same as most sales presentations: They focus on what the vendor can do instead of benefits to the buyer. The best rule anyone can provide for good proposal writing is this: answer the question "What's in it for me?"

I am constantly amazed at the number of telephone sales calls I receive in my office and before the salesperson even knows whether I am a legitimate prospect or not, he/she is reciting all of the great products or services his company has to offer. Sometimes these services are intended for residential customers--they never even ask if I am a business or a homeowner.

Here are some general ideas to keep in mind as you write award winning proposals.

Before you start writing, be sure you know the scope of the proposal. What things will it include and what things it will rule out. Then outline a structure for the proposal and make it obvious to the reader.

Use an introductory letter to provide an overview of the proposal and some details about your qualification. If there is a section on this subject later, keep it to a minimum in your cover letter.

Use an executive summary with bullet points to highlight the main ingredients of your proposal. This can include a description of your understanding of the proposal, the scope, the method you will use, and--most importantly--the benefits to the buyer. Think carefully about benefits and don't be shy about describing what you can provide!

The main body of the proposal can be an elaboration of the executive summary. Be sure to put section headings to indicate what is covered in the paragraphs which follow. Make it easy for the reader to know exactly where you are in the proposal.

Schedules or fees or terms can be at the end of the proposal.

Also include how you will service this account after the sale or follow up with others inside the organization. Against, stress benefits and demonstrate how this will provide long-term value to the customer.

Brochures, letters of testimony, or other sales materials should be in the back of the proposal, preferably with a divider. If you have written articles (even if they'll not been published except in proposals) include them in this section.

Other suggestions:

Keep the conversation friendly and avoid technical language

Use graphics where possible to break up text

Use a high-quality paper and a professional binding system

Use tabs or other dividers to separate sections of the proposal

Use paper or letterhead stock which matches your marketing materials

Include your business card in the presentation folio

Use a header or footer with page numbering

Have a closing section which compares and contrasts you to other vendors which the customer may have used. Do not name names, but illustrate one or two points which make you different.

Ask for the business. Have a closing paragraph which says in no uncertain terms that you want to do business with this organization and you appreciate the opportunity to be of service.

(You may reprint this article or distribute it at will as long as it includes the following Copyright notice.)

Copyright 2004 AlexanderHancock Associates and sellingcoach.net^TM

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