5 Keys to a Creating a Winning Sales Proposal

Why do we write proposals for our clients?

It’s to enable our clients to make decisions.

We propose, they decide.

Crafting a winning sales proposal is not just about having the best products or services; it’s about presenting them in a way that resonates with your client’s decision-makers.

Here are five essential keys to ensuring your sales proposal stands out and closes deals.

1. An Effective Value Proposition

Your value proposition is the heart of your proposal.

It should clearly convey your product or service’s unique benefits. Avoid jargon and vague promises. Instead, focus on tangible outcomes and how your solution addresses the evidence and impact.

Actionable Tip: Use bullet points to highlight key benefits and include real-life examples or case studies to showcase success stories.

Examples,

• $3M Cut cost (not by discounting!)
• Reduce Risk
• 60 days faster time to market
• 7% Decreased Opex
• 10% Reduced Capex
• 20 % Improved NPS, enhancing customer loyalty
• 30% Employee engagement
• 10% Decreased churn

2. Present to the Right People (In Person)

Identifying and presenting to the key decision-makers is crucial. Ensure you’re pitching to those with the authority to make purchasing decisions. Show your proposal in person whenever possible to create a more impactful connection.

Actionable Tip: Do your homework on the organization’s hierarchy and tailor your presentation to address the concerns and goals of each stakeholder.

3. Present at the Right Time

Timing is everything. Presenting your proposal at the right moment can significantly increase your chances of success. Understand the prospect’s buying cycle and align your proposal with their strategic planning periods.

Actionable Tip: Ask probing questions during initial meetings to gauge the best timing for your proposal. Use this information to plan your pitch strategically.

4. Be Clear, Not Clever

Clarity trumps cleverness. CxO's don't read 50 page proposals.

While a witty headline might catch attention, clear, straightforward language ensures your message is understood. Your proposal should be easy to read and digest.

Actionable Tip: Use short sentences, subheadings, and visual aids to break up text and highlight key points. Avoid industry jargon unless it’s commonly understood by your audience.

5. No Surprises “Nemawashi”

“Nemawashi” is a Japanese term that means “laying the groundwork.” It involves informal discussions and getting buy-in from key stakeholders before the formal proposal. This ensures there are no surprises and that everyone is on board.

Actionable Tip: Schedule pre-proposal meetings or casual chats to discuss your ideas and receive feedback. Use this input to refine your proposal and address any concerns.

Mastering these five keys can transform your sales proposals from good to great. Focus on delivering a clear value proposition, presenting to the right people at the right time, and ensuring clarity throughout your proposal. Don’t forget the importance of “nemawashi” to secure buy-in before the final pitch.

?I hosted a Lightning Talk on Maven titled “Value Proposition that Wins Deals,” in which I walked you through how to write an effective value proposition using a real case study (yes, we won this multi-million dollar deal).

Value Proposition that Win Deals

?? Watch the Video

Ready to take your sales strategies, process, and closing to the next level?

Join us in our fifth Elite Sales Athlete cohort on June 12, 2024 NZ/ June 11 Eastern Time. Enroll here , apply the code FRIENDS20 for a $240 discount. Would love to have you in class!

?? Six Live Training Sessions for 3 weeks (2 hrs each session): Interactive lectures and coursework for deep dives into the B2B Sales Maturity Framework.

Sales Lab: Real-time role plays and case studies to refine your strategy and execution skills.

?? CxO Fireside Chat & Graduation: Engage with an industry leader and join a network of sales experts.

?? Comprehensive Playbook: Develop your personalized strategy playbook and execute a winning action plan.

?? Exclusive Coaching and Support: You will receive a personalized B2B Sales Maturity Assessment with 1 x 30 mins 1:1 coaching with me and 12 months of Group Coaching support and check-ins.

If you need more information or want to discuss whether this is right for you, simply reply to this email-let’s chat.

Thanks for reading!

Ren Saguil