1. Really understand your buyer's pain points
This is where it all starts: your prospective buyer’s pain points.
What frustrates them? What keeps them up at night? What keeps them from hitting their quarterly targets? What causes bottlenecks? What causes loss of revenue?
Once you have honed in on–and really understood–these challenges, you are ready to start crafting your sales proposal.
Remember that throughout the whole document, you will need to constantly refer back to those challenges in order to demonstrate how your proposed solution will effectively help them revolutionize their lives solve their pain points.
2. Get the reader hooked with a great summary
Regardless of whether your sales proposal is written in the form of a sales email or a different type of document, one thing is for sure: it needs to get your reader’s attention right away.
After all, our attention span at the moment is shorter than that of a goldfish, right? So, put your creative hat on and try to write a captivating subject line or title, as well as an enticing first paragraph.
Even better, why not craft an executive summary to highlight all the AMAZING value that you are going to deliver?
Here, you will be able to showcase to your prospect that not only do you understand exactly what their problem is, but that you have just what it takes to fix that problem at a price that is attractive and convenient.
3. Demonstrate tangible value
Now it’s time to show your prospect that you really have what it takes to make them the hero that solves a major issue within their company. To achieve this, you need a value proposition that aligns with their priorities and initiatives.
Here’s how to craft one:
- Keep it crisp, concise, and compelling: no obscure words, no false promises, and no buzzwords.
- Keep it tightly linked to their pain points/goals.
- Include a differentiator that sets you apart from the competition.
- Include a case study (or two) to prove that other companies like them already achieved incredible results thanks to YOU.
4. Communicate concrete results
You have shown your client that you know (and care about) their challenges. You have demonstrated value by telling them how you’ve helped similar companies in similar predicaments.
Now you need to explain to them HOW your proposed product or service is effectively going to help them achieve what they want and need.
This part of the sales proposal is usually the longest, but PLEASE, for the sake of our goldfish-like attention span, try to keep it as brief and actionable as possible.
Start by highlighting your solution’s main and best features, and tie them to real-life examples of how they can use them to overcome their challenges. If you can share metrics/stats, all the better.
5. Close with a compelling CTA
Now that you have hooked your reader with a great proposition, demonstrated tangible value, and kept them engaged with exceptional content, it’s time to win the deal.
With a compelling call-to-action (CTA), of course!
While your CTA needs to be as persuasive as possible, you also want to keep it short, sweet, and to the point. Try not to overdo it or use excessively convoluted words or expressions (for example, do not use the word “convoluted”).
Follow these golden rules, and you’ll have a much higher chance of maximizing your CTA:
- Don't use more than six or seven words.
- Use interest-based CTAs such as “Is this something you’d be interested in?” or “Does this align with your goals?” or “Is this top of mind for you?”
- Add some engaging visuals, especially in the form of short video clips and fun, easy-to-digest, and value-packed infographics.
If your sales proposal is in the form of a document, the ending should also always include a signature—read this legal signature guide from PandaDoc if you want to learn more about it.