Is your sales proposal truly standing out? If your logo was removed, would it still reflect your brand’s unique value? In sales, it’s essential to “uneven” the playing field by focusing on client outcomes, simplifying complexity, and strategically using the Rule of 3.
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Here’s a question to consider: If you took the logo off of your sales proposal, how would it look to your client? Would it stand out? Or would it look like your competitor’s?
In competition, we often hear the importance of a “level playing field.” But one place that term doesn’t apply is in sales. Your sales training should emphasize a process and sales proposal strategy to “uneven” the playing field. But too often, we don’t stand out, we look just like our competitors in the eyes of the client.
Being a Modern Seller requires us to think beyond the basic features, benefits, and pricing data that is in most proposals. Sales proposals are an opportunity to take what you’ve learned about the client’s business and position your product or service as the best choice to help them realize outcomes and value. Proposals are an opportunity to differentiate.
This article shares several dos and don’ts to incorporate in sales training for your proposal approach to help you rise above your competitors and win more business.
3 Sales Proposal Don’ts
- Don’t make your sales proposal a resume of your firm’s capabilities.
If you were to take the logo off your proposal, would it look like your competitor’s? Sales proposals tend to be inwardly focused on us and our solutions, rather than outwardly focused on the client and what they want to most accomplish.
Instead, reverse the order of focus. Begin with the prospect’s outcomes and the value created in getting to those outcomes. You’ll accelerate trust, because your prospect or client will view you as their strategic problem solver. They’ll clearly see that you understand their business and goals, and that your proposed solutions align with them.
- Don’t oversell and overcomplicate.
Richard Branson said, “Complexity is your enemy. Any fool can make something complicated. It is hard to make something simple.”
When you oversell and overcomplicate, you risk the decision being delayed. Or worse, you risk them sticking with the status quo and making no decision.
A strong proposal simplifies the complex, provides clarity, and tells the story in a concise way. Simplicity helps your prospects and clients see a clear path forward, giving them confidence that you’re the one to help them get there. To avoid unnecessary complexity, make sure each element of your proposal clearly refers back to creating the client’s outcomes and value.
- Don’t negotiate price as the first option.
Fee concessions should be used rarely and strategically.
The first option I recommend is to understand the motivation behind the request. You may ultimately need to negotiate the solution, and not simply the fees. If you’re ever asked for a fee concession, or to quote a price on the spot, your first reaction should be to mentally stop. I might say something like, “I’d like to get your perspective in a little more detail, and then we can work through what our options might be.”
3 Sales Proposal Dos
- Do uneven the playing field.
Your sales process and proposal should aim to uneven the playing field and set you apart from your competitors. Making the playing field uneven isn’t about doing anything that lacks integrity. It’s thinking differently, anticipating what a competitor might do, or paying attention to details. In one proposal situation I requested interviews with the decision makers and influencers. I was granted those interviews. My competitors never thought to make that request, and consequently I was better able to position outcomes and value – and win.
- Do use the Rule of 3.
You will improve your odds of winning with three proposal options that build on one another. Too many option choices can introduce complexity that risks turning off the buyer. The Rule of 3 shows our ability to understand outcomes and value in the eyes of the buyer. When a buyer can’t see and collaborate on a clear path forward, you will stall your momentum.
- Do focus on outcomes and value.
Can every solution element of your proposal point to the outcomes and value and the client is looking to accomplish? If not, you’ll need to revisit and revise. Know your goal for the proposal. In some cases, your goal is to close on that proposal and next steps. In others, you may be looking for collaboration, and the proposal is the natural progression. If you can keep to the true north of outcomes and value, before introducing solutions, you will create a standout proposal that wins.
Your Sales Training Needs to Include Sales Proposal Strategies
If you’re ready to transform your sales approach and create proposals that truly stand out from the competition, I’m here to help. My sales training and sales consulting services are designed to empower you with strategies that “uneven” the playing field, focus on client outcomes, and drive results. Contact me today to elevate your sales process and start winning more business.
Frequently Asked Questions
To make your sales proposal stand out, focus on the client's outcomes and the value your solution provides. Avoid making your proposal a resume of your firm's capabilities. Instead, highlight how your solution addresses the client's specific needs and goals, creating a clear path to success.
Overselling and overcomplicating your proposal can lead to decision delays or even cause the client to stick with the status quo. A strong proposal simplifies complex information, provides clarity, and concisely tells the story. This approach helps the client see a straightforward path forward, increasing their confidence in your solution.
Instead of immediately negotiating the price, first seek to understand the motivation behind the request. You may need to adjust the solution rather than simply lowering the fees. This approach helps maintain the value of your offering and ensures that the client's needs are fully met.
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