Writing Proposals that Close
More Sales
Adrian Miller, Adrian Miller Sales Training
Is This What Proposal Writing Does
to You?
The Challenges





Highly competitive market
Media clutter
Internet = shoppers
Internet = time sensitivity
Overall…business is tough!
Which Would You Prefer?

A proposal that brings in the business
or

A proposal that is a waste of time
Top Tips
1. Be Clear



Use language that is conversational.
No jargon.
Remember:
 Prospects
want clear language.
 Think “real-speak”.
2. Be Specific and Relevant


No boilerplate “BS”. (If I can find it on your website, I should not find it in the proposal.)
Be prospect-centric. (It is all about them!)
 How
can your firm’s features and benefits solve your
prospect’s situation / meet their needs?
3. What Do They Really Want:
Don’t Waste Time


Qualify the opportunity. Ask questions: you have a
right to find out more information.
Do not commit time and resources if you have a
minimal chance of winning the business.
 Do
not eliminate this step!
Proposal Architecture
Section 1: The Opening

HOOK your reader.
 This
proposal will show COMPANY the proven practices
that AMST will use to get your sales reps generating
increased new business opportunities and improved return
on sales and marketing investments.
The Goals



Demonstrate an understanding of the prospect’s
objectives
Create interest
Narrow / define the scope of the project
Section 2: Background


NO BOILER PLATE.
What in your background is RELEVANT to the
prospect’s specific needs?
 This
step requires due diligence. You cannot be relevant
without doing your research.
Section 3: Ouch
Section 3: Current Situation

Summarize what is happening and the impact of the
problem on their firm.
 Remember
that prospects do not take action unless they
equate what you are presenting to an improvement in
their current situation.
Section 4: Desired Outcome

Succinctly state what will be the (positive)
outcome/s from what you are proposing.
 Use
bullets
 Be clear
Help
them to start to see/feel the end
results!
Section 5: Your Recommended Plan

What are you recommending to help the prospect
achieve the desired outcome?
 Summarize
(they should not be able to take your
solution and do it themselves).
 Highlight critical moments.
 Provide information regarding Project Management
and implementation.
Section 6: The Nitty Gritty



Estimated time frame
Estimated budget
Terms
Section 7: Next Steps

Outline the specific action items and related time
schedule that have to take place after submission of
the proposal.
Housekeeping



Proofread once for spelling and punctuation.
Proofread again for grammar.
Proofread a third time for “readability” and
conversational tone.
 Best
bet: ask someone else to read the proposal and
give you feedback.
It’s All About The Prospect


In what format does the prospect WANT to receive
the proposal (email, snail mail, messenger).
How many copies do they want?
What Is Not a Proposal


Price quote
Contract


Equipment spec sheet
Brochure copy + $
Follow-up, Follow-through

You know the situation. You send the proposal; wait
a few days and then try to get back in touch.
 Ouch!
You cannot make contact and they do not return
the call/s or email/s.
 What
has happened?
The Dead Zone



You did not qualify the opportunity and there is “no
way” you can win the business.
Something has changed (scope of project, decisionmaker, etc).
The competition has entered the picture (with a
vengeance!).
The Dead Zone


There is no longer a need.
You did not confirm time frame!
Should You Give Up
No

What If:

You’re not a proficient writer:
 Take
a proposal writing class.
 Hire a proposal writer.
 Do a business / proposal writing self-study program.
What If:

Your writing is academic, consultant-speak or just
ponderous:
 Remember
to use clear and easily understandable
words.
 Paragraphs should not be more than 5 sentences.
 Average 18 words per sentence.
You Don’t Win 100% of the Time

When you don’t win the business you must ask
yourself why and learn from the experience.
 What
could you have done differently?
 Was this a “valid” opportunity? Should you have
submitted the proposal?
 How can you win the next time?
Sales is Quantitative

Keep stats
#
of leads
 # of appointments
 # of proposals
 # of acceptances
 # lost
Procrastination
Top Tips
1.
2.
3.
Thank you
Adrian Miller
Adrian Miller Sales Training
adrianmiller.com
43 Park Avenue, Port Washington, NY 11050
amiller@adrianmiller.com
516-767-9288