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Writing Proposals that Close More Sales Adrian Miller, Adrian Miller Sales Training

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This proposal will show COMPANY the proven practices that AMST will use to get ... Best bet: ask someone else to read the proposal and give you feedback. ... – PowerPoint PPT presentation

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Title: Writing Proposals that Close More Sales Adrian Miller, Adrian Miller Sales Training


1
Writing Proposals that Close More Sales Adrian
Miller, Adrian Miller Sales Training
2
Is This What Proposal Writing Does to You?
3
The Challenges
  • Highly competitive market
  • Media clutter
  • Internet shoppers
  • Internet time sensitivity
  • Overallbusiness is tough!

4
Which Would You Prefer?
  • A proposal that brings in the business
  • or
  • A proposal that is a waste of time

5
Top Tips
6
1. Be Clear
  • Use language that is conversational.
  • No jargon.
  • Remember
  • Prospects want clear language.
  • Think real-speak.

7
2. Be Specific and Relevant
  • No boilerplate BS. (If I can find it on your
    web-site, I should not find it in the proposal.)
  • Be prospect-centric. (It is all about them!)
  • How can your firms features and benefits solve
    your prospects situation / meet their needs?

8
3. What Do They Really Want Dont 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!

9
Proposal Architecture
10
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.

11
The Goals
  • Demonstrate an understanding of the prospects
    objectives
  • Create interest
  • Narrow / define the scope of the project

12
Section 2 Background
  • NO BOILER PLATE.
  • What in your background is RELEVANT to the
    prospects specific needs?
  • This step requires due diligence. You cannot be
    relevant without doing your research.

13
Section 3 Ouch
14
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.

15
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!

16
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.

17
Section 6 The Nitty Gritty
  • Estimated time frame
  • Estimated budget
  • Terms

18
Section 7 Next Steps
  • Outline the specific action items and related
    time schedule that have to take place after
    submission of the proposal.

19
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.

20
Its 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?

21
What Is Not a Proposal
  • Price quote
  • Contract
  • Equipment spec sheet
  • Brochure copy

22
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?

23
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,
    decision-maker, etc).
  • The competition has entered the picture (with a
    vengeance!).

24
The Dead Zone
  • There is no longer a need.
  • You did not confirm time frame!

25
Should You Give Up
  • No

26
What If
  • Youre not a proficient writer
  • Take a proposal writing class.
  • Hire a proposal writer.
  • Do a business / proposal writing self-study
    program.

27
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.

28
You Dont Win 100 of the Time
  • When you dont 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?

29
Sales is Quantitative
  • Keep stats
  • of leads
  • of appointments
  • of proposals
  • of acceptances
  • lost

30
Procrastination
31
Top Tips
  • 1.
  • 2.
  • 3.

32
Thank you
  • Adrian Miller
  • Adrian Miller Sales Training
  • adrianmiller.com
  • 43 Park Avenue, Port Washington, NY 11050
  • amiller_at_adrianmiller.com
  • 516-767-9288
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