If you have proposal software or are considering proposal automation, then you’ll derive maximum benefit by setting your content up in the right way. The most effective technique to getting the buyer onside and to making the sale is to express ideas and pitches from the buyer’s viewpoint.
Most companies make the mistake of making their sales proposals too seller-focused; going on and on about their track record and client portfolio, reasons why their product or solution is the best, etc. While these may be of some help building up your company and the solution you’re proposing, it also poses the risk of making you sound like you’re merely selling something instead of providing a helpful solution.
So, when you draft your proposal content, imagine that you’re the one making the buying decision. What information would you want and need to read about? That is what you need to get into your proposal system. I suggest that, if you were the buyer, here are just some of the questions you would want answered when reading a proposal:
Does the seller know enough about my business and its needs?
Being able to answer this question helps convince the buyer that you’re informed enough about the nature of their business for you to be a credible provider of an effective and feasible solution to their problem. Remember, solutions are highly business-specific. Your proposed solution should coincide with, and complement, the buying company’s current operational systems and processes.
What do I know about the seller’s background and how they conduct business?
Put yourself in the position of the buyer and write only about the necessary information about your company. Provide details on your company’s sales protocols and operational standards in easily understandable terms, and mention names of previous clients or companies and the nature of work your company did for them. This should not be general information, applicable to all-comers, but data relevant to the buyer.
Is there sufficient information on the solution they’re proposing?
Instead of merely outlining the outstanding qualities of the product or solution you’re selling, link each descriptive aspect of your proposed solution to a benefit applicable to the buyer. Explain how this or that specific aspect of your solution will help the buying company resolve their current issue or problem. Remember: no matter how excellent your product may seem, it will not appeal to the buyer if you don’t provide detailed information on how they will benefit from choosing your proposed solution.
By making your proposal buyer-centric, you will differentiate yourself from your competition, and greatly please your buyers. They will perceive you as someone who identifies with them and is serving their specific needs.
The advantage of proposal software is your content is written from the buyer’s perspective and will appeal to him or her. With your system pre-structured in this way, it is ready for each user to select the right content, knowing it is written by a skilled proposal author who knows what works for buyers. Even the most illiterate proposal generator is then able to create a proposal which is compelling to buyers.