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Proposal How To Write It 1


									A Decent Proposal
Here's how to write proposals your just can't refuse

By John Fellows When a sale is just inches away from a signature on the contract and the prospect says,
"Give it to me in writing," don't panic. Even if you lack confidence in the writing that's an important part of
the sales process, you can learn the basic keys to writing a professional, get-the-order proposal. There
are seven basic parts or section headings; these guidelines will help you incorporate them into an
appealing proposal that generates sales and profits.

Defined as a specific plan of action based on a presentation's facts, assumptions and supporting
documentation, the effective proposal may increase your closing ratio, decrease selling cycle length and
set you apart professionally. It represents your recommendation as to the next steps your prospect should
take to get the most from the product or service you sell.

Winning Proposal Formula

Creating consistently solid proposals requires the careful use of a proposal-writing formula or checklist.
The list of seven proposal parts shown below helps ensure that your proposals are complete and address
all of your prospect's concerns or questions. When you prepare your next proposal, use the list to make
sure you've "covered all the bases" and that the proposal clearly states your plans for the prospect's
account, cost estimates and how the prospect will benefit by buying from you. Write concisely and try to
limit the paper to a single page.

To increase your closing ratio, bear in mind that your proposal - not your product or service - often
determines whether you get an order. A carefully devised plan of action designed to achieve the
prospect's specific goals helps to increase customer confidence in your ability and willingness to satisfy
their needs. Quality proposals reassure customers that you know where you're going, and how and when
you'll get there.

Compose And Propose

1) Budget and Overview

This first proposal section should let prospects know up front how much it will cost to follow your
recommendations. Consider the prospect's finances and remember that it's your job to offer prospects
exactly what they need - no more or less. This section should also feature a general mission statement
tailored to the prospect.

2) Objective

The objective section should clearly define Me goal your proposal is designed to achieve. You might wish
to offer one tangible and one intangible objective, i.e., Cut production cost and increase customer's
business by 10 percent. Help customer gain competitive advantage with greater product reliability at
competitive price."

3) Strategy

How do you plan to meet your objective? Take two or three lines to give the prospect a "rough sketch" of
your plans. Without going into painstaking detail, reveal the means by which you'll fulfill your proposal's

4) Tactics
Whereas Me strategy section discussed what you're going to do, the tactics section should describe how
you're going to do it. Outline Me specific actions that will accomplish Me objective. Walk your prospect
step by step from the proposal to its fulfillment, and show how you intend to tailor your product or service
to the prospect's unique needs.

5) Schedule

Your recommendation should lay out a schedule for action. Establish a time frame for decisions leading to
your objective. Specific contact or shipping dates allow prospects to collect their thoughts and questions
before you call, and to plan their own business agendas.

6) Results

Show your prospects how your action plan translates into personal benefits for them. How will meeting
your objectives have a positive impact on the prospect's business? Make sure your results section shows
your prospects exactly what they'll get for their money.

7) Rationale

The rationale section should present "closing arguments" that use both logic and emotion to convince
prospects to buy. Use benefits - not features - to summarize why the prospect should buy now.

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