17 Rules For Powerful Sales Proposals

Most big money B2B deals involve writing a sales proposal. Creating sales proposals is hard work and takes time, so you want to be certain that you have a good chance of winning the de...al, before you make the effort. Here is a quick list of rules to make certain that your sales proposal results in an honest-to-goodness sale:

• RULE #1. Write the proposal as a sales document. Don't fall into the trap of making it an information sheet. Instead, define the problem/opportunity and present a workable solution/plan.
• RULE #2. Make sure the customer knows you. Your proposal will go straight to the circular file cabinet unless you've established yourself with the decision-maker as a credible provider.
• RULE #3. Focus the executive summary on reasons to buy. Don't just summarize the proposal contents. Instead. summarize the basic issues and the reasons the customer should buy.
• RULE #4. Keep the executive summary short. Here's the rule of thumb: a single page executive summary for any proposal less than 50 page, with half-a-page added for every additional 25 pages.
• RULE #5. Hit everyone's hot buttons. The proposal must address the concerns of different decision-makers. For instance, engineers want technology; accountants want ROI.
• RULE #6. Focus on the customer, not your product. Nobody is interested in the history of your firm or your product. Make the proposal about how you'll solve the customer's problems.
• RULE #7. Thoroughly edit the boilerplate. If you cut and paste from an earlier proposal, there may be references to a previous customer â€" probably a competitor of this customer. Ouchies.
• RULE #8. Follow the customer's outline. If the customer gave you a template (even one that's weird or awkward) use it. If you don't, they'll assume you can't follow simple instructions.
• RULE #9. Don't discuss costs in the executive summary. Emphasize increased productivity or reduced operating costs rather than how much money you want them to spend.
• RULE #10. Edit out the meaningless jargon. Biz-blab words that have no meaning detract from whatever value your proposal offers. Edit them out. Mercilessly.
• RULE #11: Give some great examples. If your offerings have helped similarly customers, provide brief engagement statements, case studies and/or a representative list of customers and references.
• RULE #12: Address the evaluation criteria. Some RFPs will be judged based upon point values to responses to particular requirements. Be sure that you address ALL of those points thoroughly.
• RULE #13: Include a needs analysis. Always demonstrate your understanding of the prospect's industry, business requirements and objectives, based upon your prior discussions with the prospect.
• RULE #14: Be specific and measurable. Explain how you will provide your offering, including details about deliverables, timetables, implementation plan, who will be responsible.
• RULE #15: Describe your value-add. Show clearly the value you add that makes your proposed solution most feasible, like pre-sale, after sale, extended warranty, short lead time, and so forth.
• RULE #16: Avoid vague generalizations. Don't make statements that are so vague that they're insulting. Example: "technical directors everywhere have realized that..."
• RULE #17: Use short sentences and words. Long sentences and complex constructions that are hard to read and creates the impression that your recommendations are hard to understand.

• How to Write a Killer Sales Proposal
• Ten Gaffes of Proposal Writing
• How to Write an Executive Summary