Personalise your Proposals to Win More Business

Closing a quote/proposal is much easier when you present your prospect with a professional proposal instead of a run-of-the-mill quote.

First, if you are using straight quotes for larger potential clients – stop it. Don’t only use those automated quotation forms or programs. Instead, create value-packed proposals. Invest in some quality printing for presentation folders and any collateral that you use on a regular basis, such as a written guarantee. Create templates for your proposals using professional letterheads and add information/offers tailored to your potential client.

As an example, let’s say you are working with a prospect and you’re dealing with a committee of five decision makers. Also imagine they are seated around a conference table for a meeting to determine who gets the business. You’re not there by phone or in person to represent yourself. What’s left is your sales proposal. In order to stand out from the others, it has be spectacular.

Let’s assume there are four suppliers vying for the business. Three of the suppliers have submitted boring boiler-plate quotations that scream out, “Hey, here’s MY price!” These are the people who are perceived as “vendors”. The person who likely gets the business is the one who is perceived as adding value, at THEIR price. This is accomplished with a dynamic proposal.

Here are three ways to add ‘zing’ and value to your proposals:

  1. The cover page is your headline. If there are five decision makers, be sure you have each person’s name in large type on the front cover. Add a line that says “Especially prepared for____.” Put the date of the decision making meeting on the front cover too, not the date you send it. This also forces you to find out when the decision is going to be made.
  2. Include an organisation chart or BIO. Create a chart or a bio of the people in your organisation who are most likely to have some interaction with your potential customer. Traditional organisation charts usually include names and titles. Go beyond that and include telephone numbers, fax numbers, e-mail addresses, direct dial extensions and a digital photograph the size of a quarter situated in the box.
  3. Include a Benefits Page. At the top of this page, in very large type, put “(Their Company) Benefits”.

List seven facts or features about your company and or products. But of course facts are simply facts. Under each fact express a benefit. This benefit statement should be indented, bold faced, slightly larger type, and printed in red so it jumps off the page at anyone who is looking at it.

Begin each benefit statement with these words: “Which means.”


“We use ACME timber on all of our projects, which is proven to last longer. Which means less maintenance for you and the best value for your investment”.

This will increase your sales and multiply your personal income. This page should be positioned just before your first page of pricing. What this means is your potential customer gets to see your benefits before they see your pricing. That’s a smart move and makes closing the sale easier for you.

For more information on winning more quotes and proposals, contact PROTRADE United today.

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