The Secret to Effective Sales Proposals
What is an Effective Sales Proposal?
An effective sales proposal is less about what the proposal includes and more about what the end result is supposed to achieve. In fact, many sales proposals are delivered much too soon and inappropriately, often generated because the prospect asked to “see what you can do.” If a salesperson follows a stage-based sales process, they know that a proposal only follows when the prospect has hit certain milestones in the discovery process, and they will be ready to give an answer, whether yes or no, at the time of presentation.
Qualify Your Prospects
It is irrefutable that most salespeople feel pressure when it comes to giving the actual presentation—the show. But there are specific steps they can take, with the help of managers, to prepare more fully, which will help them present with confidence. So, here is the secret to effective sales proposals: present only to fully qualified prospects. To clarify, the definition of a fully qualified prospect is:
- They have shared specific, compelling issues that they must address.
- They have the capacity to invest the appropriate amount of time, money, and resources.
- They have provided clarity on the decision-making process.
- The salesperson can deliver exactly what the prospect needs to solve their problem.
The parameters above are stages of a milestone-centric sales process. When followed, they prevent a salesperson from rushing from the first base (uncovering compelling reasons) to the proposal stage. If they haven’t uncovered issues related to time, money, and resources during the discovery process, these will come up at presentation time and are likely to create a delay in decision-making.
Closing Ratios
Here is another secret for helping your salespeople make effective sales proposals. Secret #2 is to take a look at their closing ratios. Why? So that you can help them identify choke points in their qualifying process. To help them discover these choke points, review what happened at the time of presentation on recent calls. What did they hear from their prospect, exactly? What were the objections to buying? If they said they wanted to think it over, what were they going to think about? How often is your salesperson losing to the incumbent, not talking to the decision maker, or facing a money objection? This is the role of an effective sales leader: to help their salespeople uncover their choke points and address those earlier in the sales process. If you can help them do that, they will be well on their way to creating and delivering more effective sales presentations and closing more business.
Here’s a tool for salespeople and their managers to use to help determine if they have enough information to truly create and deliver effective sales proposals:
As this scorecard indicates, a salesperson actually starts preparing for their presentation as they are qualifying the prospect. Effective sales proposals start at the very beginning of the process.
Next, they must prepare their solution based on what the prospect needs vs. what they currently have. If a salesperson is trying to match what someone else is doing, they are already second. They need to do a much more masterful job of uncovering exactly what features, benefits, terms, coverages, and service plans their prospect truly needs to eliminate risks in their business or maximize opportunities. When your salesperson does this, they are in a better position to present EXACTLY what the prospect asked for and needs. This scorecard can help with that.
Practice Makes Perfect
The final secret to helping your team with effective sales proposals is in the setup. To set up the presentation meeting for a decision, a salesperson should review everything that’s been discussed and what they are prepared to do. Here is a sample discussion:
- Joe and Mary, this is what I think I heard today—they should repeat everything they heard—and then ask, “Did I get that right?” Good.
- Here’s what I will be prepared to do during my presentation:
- I will present a solution to solve the problems we discussed today.
- I will provide a solution that meets your specs and fits within the terms and conditions, including the budget.
- I will be in a position to answer all of your questions.
- When I’m finished, I will ask you three questions:
- Do you feel like I understand your business and what you are trying to accomplish?
- Do you believe I can help you accomplish your goals?
- Do you want my help?
- When I ask that last question, you will be in a position to say yes or no. Either one is okay. I’d rather hear yes, but no is okay. What objections do you have to that process?
To review, the secret to more effective sales proposals is for salespeople to fully qualify the prospect from the very beginning and to set up the proposal so that a decision will be made—yes or no. No more secrets!
From Alex Cole-Murphy, Sales Development Expert
Anthony Cole Training Group
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