(Lesson 2 In The Art Of Closing The Sale
Consider first things first. I hope you are not doing quotes. I hope you’re not using those run-of-the-mill quotation forms. Doing quotes makes me itch. From this point on forget about doing quotes and start doing value-packed proposals.
Look, it stands to reason that you want your proposal to adequately represent you when you're not there to speak for yourself. Imagine you’re dealing with a committee of five decision makers.
Also imagine they are seated around a conference table for a
Let's also assume there are four suppliers involved. Three of the suppliers have submitted rather boring and bland quotations that almost scream out, Hey, here's my price.
The person who wins the --Pricing game-- is the person with the lowest price. Unless your company has instructed you to buy the business (at the lowest price) - don't play this game.
Here are three tips you can use to put some pizzazz into your next proposal:
· Cover Page Essentials
If there are five decision makers, be sure you have each decision-maker’s name in large type on the front cover so that everyone gets a personalized copy of your proposal.
The biggest thing on that page should be that person's name. Including a line that says “Especially Prepared For,” might score a few points as well. I suggest you put the date of the decision making meeting on the front cover too – not the date you send it. If you do this it will force you to find out when the decision is going to be made.
· Include An Organization Chart
But not an ordinary one. Create a chart that includes the names of six to eight people who are most likely to have some interaction with your potential customer. Traditional organization 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.
Including this contact information draws attention to the accessibility of all key people – and that’s exactly what you want. Having pictures simply adds faces to the names. You can score some major points by introducing your support team.
· Include A Benefits Page
This is very powerful and it's where you have the opportunity to toot your own horn. On the top of this page you should have in very large type XYZ Company's Benefit Page. List seven facts or features about your company and or products. 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.”
This page should be positioned as the page before your first page of pricing. What this means is, your potential customer gets to see your benefits before he sees your pricing. That's a smart move.
In the next lesson you’ll learn how to intelligently respond to the, “How much does it cost?” question.
Now . . . go out and make today a Masterpiece!
