I recently attended a short training from StoryBrand.com called “5 Reasons You Lost Your Last Deal.” I invite you to check out their resources. It is very valuable information. Here’s the essence of the things to check for the most effective proposal.
For Effective Proposals
- The proposal is not about you. Instead, be the guide to identify and solve the client’s problem. This means leaving out the (boring) executive summary, company history, and employee bios.
- Start with the hook. Identify the problem with empathy, demonstrate authority on how you will fix it. Make it a story where you are the guide, they are the hero and your product is the solution. (This is the basis of the StoryBrand concept.) Then summarize your plan.
- A wise investment. Frame the spending as an investment and let them know what they will gain with your plan, and what would be lost if they didn’t choose it.
- Skip anything boring. Use simple, visual language so it is easy to read and/or scan. Create the story of future success.
- Make it easy to say yes. Remove any hurdles in your onboard process and set out clear calls to action so they can sign up right then and there.