How to write a sales proposal

"How do I write a sales proposal?"

They are often poorly executed which is a shame as a good proposal is a great sales tool


 🟠 Orange hat thinking 🟠

Understanding the distinction between a quotation and a proposal is crucial.

A quotation focuses on features and price, providing little insight into why a customer should buy. 

A proposal restates buying objectives, emphasises benefits, and explains pricing, serving as a crucial tool to sell in the absence of the salesperson. 

The importance of proposals lies in their ability to

- maintain momentum

- showcase professionalism

- cater to all decision-makers

- provide an action plan

- share additional details

- serve as a blueprint for presentations. 


Well prepared proposals set salespeople apart and wow customers, particularly when seeking new business or introducing novel concepts. 

Structuring information effectively is key, 

A format that works well is

🔶 Background 

Aligns with customer before delving into their needs.

🔶 Needs

Demonstrates the salesperson's understanding and insight gained through effective questioning. 

🔶 Solution 

Details the recommended actions tailored to the customer's situation, ensuring clarity on what the customer should do, why, and how.

🔶 Why us 

Highlights the broader advantages of dealing with the sales organisation.

🔶 Price and justification 

Briefly clarifying how the customer's business will benefit compared to the cost 
(It's the first bit people read!)

Turn an underutilised tool into a powerful asset for impressing customers and winning business by

🧡 Understanding the customer

🧡 Structuring information logically 

🧡 Presenting in a customer-centric manner

What's stopping you?