Perhaps you’ll be one of the lucky few who can report exceptional results – but most of us, when we look at our success rates, would like to see improvements in the number of proposals we manage to convert to actual business.
This 4 step approach is intended to supply some pointers and ideas for those who’d like to be more successful in tendering for new business and making sales presentations.
Step 1 – Research and exploreThis stage is critical in making sure your proposal or sales pitch pushes all the right buttons and makes your prospective customer or client want to buy from you.
No matter what business you are pitching for you’ll have some information about your prospective client. Who are they, where are they, what business they are in? You should also make it your business to find out more – who are their customers? Why are they willing to consider an approach from you? Who do they buy from at the moment?
In this stage your goal is to create a very clear picture of what makes your prospective client tick, what’s important to them, what problems they face, who the decision makers are and the needs they have in their business that you might be able to satisfy?
If you can really get under their skin and understand what keeps them awake at night you’re in a good position to present a proposition to them that they’ll find difficult to resist.
Step 2 – Write or prepare your argumentThis is possibly the most difficult stage and one we’re all probably guilty of putting off – sometimes for the right reasons (we want to make sure we’ve gathered all the relevant information about our prospect and are clear which approach will be most appealing) but all too often for the wrong reasons (we don’t know where to start, are worried we won’t get it anyway or think we can dash something off in half an hour immediately before the deadline)
By having a clear structure you can overcome the initial problem – this might also help you to realise a rushed response just won’t do.
A simple suggested structure is as follows;
If you follow this structure you can’t go far wrong.
In addition to structure you do need to make sure that the content is appropriate – avoid jargon (unless this helps show how well you understand this business) Write in brief, well constructed sentences and edit down to the essentials. Most proposals are read by busy executives or managers – lengthy proposals tend to be left until last and judged against shorter/earlier read ones. Use bullets and headings selectively to highlight your main points.
All of these points apply whether you are preparing a written proposal or some kind of sales presentation.
Step 3 – Review or rehearseHaving produced a first draft of your proposal re-read and edit – preferably also asking someone else to read for you, to spot inconsistencies, typos and to confirm whether you have really addresses all the critical needs of your clients ( as stated in the first section of your proposal).
One of the reasons for discussing 11th hour proposal writing, mentioned in Step 2, is ideally you should leave the proposal for a few a days and re-read – again checking you are hitting all the right notes and meeting their requirements.
If you’re presenting your proposal in person do rehearse preferably with a constructively critical audience. And always bear in mind your audience may, and you should hope will, ask questions. You should try and encourage questions since this enables you to develop rapport and the nature of their questions can give clues to their real areas of interests, concerns or true needs.
Step 4 – Send and follow upThis ought to be the most straight forward of processes really but too often it is not executed effectively. A written proposal nowadays is often accepted by email but if you are producing a printed copy then do take some time over its production – bind a lengthy proposal and add page numbers and an index, print out in colour if you are using diagrams or charts – or even for the benefit of your logo.
And whether you are sending electronically or in hard copy always include a covering message (in the email or in a covering letter). If appropriate summarise any critical points from your proposal, for example when you’re available to start the work or when you could deliver the product and don’t forget to ask for the work again – phrases like ‘we would very much like to work with you on this important project’ or ‘we are really keen to start supplying you with our product’ are OK – provided you mean it and everything about your proposal has demonstrated that you want their business and will provide the quality and service they demand.
Your covering message should always mention that you will follow up (not assume that they’ll call you!) And then make sure you do follow up – make the call when you said you would and always leave the door open for a future contact, even if you’re not successful this time.
And the follow up call is a great time to get feedback – positive or negative – on your approach, the solution, costs – just about every aspect. Don’t be afraid to ask – most people will give honest feedback – and you can learn from that.
Article written by Teresa Harris, Second Opinion Marketing. Teresa is an independent marketing consultant specialising in communication solutions and the customer experience. To contact Second Opinion Marketing call 01789 740396 or email tah@secondopinionmarketing.co.uk.
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