Sales Proposals
If you're selling a product to a consumer, there is usually just one person who makes the decision. Often you just quote the price, haggle a little, and, hopefully, get the sale. However, when you're selling a product to a business — especially a big-ticket item like an industrial machine or a management consulting contract — then many people may have to approve the purchase.
That's where sales proposals come in. A sales proposal is a combination sales presentation and price quotation. It can run anywhere from just a few pages to more than a dozen. The purpose of these documents is to make a solid business case for buying the product. It's a pitch on paper.
Usually the salesperson initiates the sales proposal. She might say something like, “Mr. Smith, I think we've established that your manufacturing plant could benefit from this chemical safety program. May we submit a proposal for your consideration?” If Mr. Smith says yes, that's a strong indication that he is interested in the program and is ready to make a buying decision.
Anatomy of a Proposal
A sales proposal often begins life as a template that the copywriter creates. It includes all the basic information on the product, features, benefits, and pricing. The salesperson then customizes the document accordingly.
In many ways, a proposal is like a sales presentation. It usually contains the following elements:
A cover letter
A highlight of the problem or issue
Details on the proposed product or service
Support information
A compelling statement as to why the product or service should be purchased
Background information on the company offering the product
Delivery, installation, and implementation details
Any other important information that is required
The price, including payment terms and schedules
The next step (what the prospect needs to do next if he or she wants to purchase the product or service)
Sales proposals are not always initiated by a salesperson. Sometimes it's the other way around. For example, a company might send out a request to a list of manufacturers for proposals to replace its fleet of warehouse forklift trucks. This is commonly called a request for proposal, or RFP.
The writing style for a proposal should be persuasive yet highly informative. Resist the urge to hype. Instead, present your business case clearly and concisely. Companies use proposals to make important buying decisions. They will be swayed much more by facts than platitudes.
