Posted by Nick in Corporate Sales Training | 0 Comments
How To Write A Sales Proposal That Wins Business
by, Nick Moreno
Sales proposals should be powerful tools that close business. Since I’m often asked how to write a sales proposal, I thought I’d spend some time on the subject and offer some sales proposal writing tips and advice.
You’ve invested time and resources on a potential sales opportunity and now it all rides your sales proposal. There are books and seminars on how to write a sales proposal but I’m going to boil it all down and give you the basics on how to write sales proposals that win the business.
Sales Proposal – Appearance
The sales proposal is a reflection of your company and your product. Insure the proposal’s appearance projects the proper image. Spend a few extra dollars on quality paper and a high quality binder. One would think that how you write a sales proposal is the only thing that matters but take it from me, appearance is important.
A sales proposal should show concern for your prospect. Your prospect’s name should appear on the top right of every page. If you can get their logo on your sales proposal, you’ll get extra points. Too many salespeople think their company’s name should be on the top right of every page and I disagree with them. Prospects want to see their name and logo and that also let’s them know that they are important to you. Your company’s name should appear on the bottom right of every page. That’s how to write a sales proposal.
How To Write A Sales Proposal That Wins – Content
When you write a sales proposal, remember that someone has to read it. Size isn’t important so don’t think you have to write a book. When you write a sales proposal, focus on “readability”.
Remember that your sales proposal is legal documentation about your offering. Stay focused on the facts and avoid any temptation to bring salesmanship into your proposal. Certainty, you want to highlight your strengths but do so only as those strengths apply to your prospect’s application. The key to writing a sales proposal is to be straightforward, so focus on the facts.
Sales Proposal – Structure
Here is how to structure a sales proposal,
- 1) Cover Letter
- 2) Executive Overview
- 3) Present Condition
- 4) Proposed Solution
- 5) Pricing / Cost Justification
- 6) Additional Documentation
I now want to quickly cover each of these sections so that you’ll better understand how to write a sales proposal. In many respects, your sales proposal follows the steps in the Sales Process.
How To Write A Sales Proposal Cover Letter
Keep your sales proposal cover letter short and under one page. Tell the prospect that you appreciate the opportunity and thank them for providing all the information you used in your proposal. Mention the name of all the people that supplied with that information because people like to see their names in print. It also gives your proposal that “we all worked together as a team” touch and feel.
How To Write A Sales Proposal Executive Overview
The Executive Overview is brief summary of your entire proposal. When you write a sales proposal, this is the last section to be written but the first section, other than the cover page, to appear in your proposal. The Executive Overview is very important because it is probably the only section that will be read by the final decision maker. Typically, staff members read all other sections. Remember this when you write a sales proposal.
Sales Proposal – Present Condition
This section describes the problem you are solving with your product or service. It’s important to outline how much money this problem is costing your prospect in lost productivity, lost time or added expenses. This section outlines the reason your prospect needs your product or service.
Sales Proposal – Proposed Solution
In this section, you explain what life will be like once your prospect starts using your product. Focus heavily on the benefits and how your product will deliver those benefits. When you write a sales proposal, you must focus on the application and the benefits your product brings to that application.
Pricing / Cost Justification In A Sales Proposal
This is where your pricing information appears but in this economy, I would also write about how your solution is cost justified. Take the extra time to show you are solving a $10 problem with a $2 solution. Make the decision to buy an easy one for your prospect to approve.
Everything your prospect needs to finalize the decision should be included in this section of your sales proposal. This section should contain, but not be limited to, Contracts, Implementation Plans, Delivery Schedule and any additional document required to complete the order.
So many salespeople want to learn how to write a sales proposal. Then they spend days writing a proposal only to make one big sales mistake. Never just deliver or Email a sales proposal. Schedule a meeting to review your proposal in person with your prospect. As always, bring your top sales techniques to that meeting.
When you write a sales proposal, you need to follow the Sales Process. The Sales Process is the most efficient and effective way to sell anything. I cover how to write a sales proposal and the entire Sales Process in my new DVD sales training programs . If you are looking to develop Superstar sales strategies, I urge you view the sample clip below and discover how this sales training program helps reps to succeed in sales.
LEARN MORE ABOUT THIS CORPORATE SALES TRAINING
I hope I helped you better understand how to write a sales proposal.
I wish you great sales success!
Nick Moreno, Sales Trainer
National Sales Center, Sales Training Company.
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