A couple of days ago I read a blog post that got me a bit riled up. Wait, I take that back. It really pissed me off!
The post (which will remain nameless) was written by a marketing person and outlined several strategies for writing a killer proposal. What got me riled up was the author’s first piece of advice: Start with an overview of your company. GRRRRRRRRRRRRRR! That’s the absolute worst way to open a sales proposal.
I have never met a prospect who sat down to read a proposal and thought, “I really want to know about this company” or “I can hardly wait to find out more about these people.” The only thing a potential customer has on his mind is how you can help him solve a particular problem.
If you don’t begin your proposal with a killer opening that clearly outlines your understanding of the prospect’s situation and the objectives she wants want to accomplish, then you run the risk of sounding like every other salesperson competing for her business.
The aforementioned author went on to say that sometimes people have difficulty expressing or articulating their needs, so salespeople should read between the lines. GRRRRRRRRRRRRRR!