Sales Minute

The key to proposal writing is to make yourself the logical choice before you submit the document by creating conditions or criteria that exclude other companies from bidding for or winning the job. As a resource, you can help develop these criteria.

Also, please qualify your prospect and ensure that the job is worthy of your proposal. Effective proposals are a result of effective client questioning. Proposals should summarize your previous conversations, documenting what has been said and agreed upon.

The best proposals often include:

• A review of the client’s priorities and objectives;

• The implications of not using your service (in the client’s words);

• How using your company can help the client profit;

• How your company can help the client comply with regulations;

• How your solution relates to the client’s objectives;

• Implementation details; and

• Customer testimonials—proof that you fulfill your promises.

Sometimes a proposal can be eliminated if the prospect feels your price is fair and the risk to the client is low. If the risk is low and the possible rewards are high, you have what you want: a new client.

Ray Barry is vice president of Total Product Destruction and president of Total Training Services, which operates The Shred School in Spartanburg, S.C. He can be contacted at raybarry@totaltrainingservices.com or at 864-699-8417.