How to create a sales process and an experience for the customer that delivers impactful results.
By Brian Keiger
AS A SALESPERSON or business executive, you know that creating proposals is an essential part of the sales journey. It’s how you present your ideas, products or services to potential clients, and it’s how you convince them to choose you over the competition. However, simply putting together a proposal isn’t enough. You need to create a sales process and an experience for the customer that delivers impactful results.
To do this, you must take a thoughtful and strategic approach to creating proposals. This means understanding your audience, defining the problem and providing actionable recommendations, while keeping it simple, using a clear structure and following up. By doing so, you can effectively communicate the value of your product or service and convert potential clients into paying customers.
How to Create Proposals
The first step in creating proposals is to identify key decision-makers on the customer side and gain insights into their roles and needs, then create strategies to effectively address those needs. The process is rooted in the principle that every deal should be mutually beneficial, with solutions tailored to the customer’s actual challenges. This approach will help you engage with the right people, address pertinent issues and secure the customer’s support throughout the sales process.
The next step is to clearly communicate the benefits of your project or related services and products to the client. This means understanding their needs, pain points and goals. You need to show them how your product or service can help solve their problems or achieve their objectives. Use storytelling techniques to make your proposal more engaging and memorable. For example, you could use a case study or success story to illustrate how you’ve helped other clients in the past.
Once you’ve established the value of your product or service, it’s time to outline the necessary resources and structure required to ensure clarity and relevance. This means providing a clear and concise proposal that includes all relevant information. Use a simple and straightforward structure, such as an introduction, body and conclusion. Include visual elements like animations, charts, graphs or images to make your proposal more engaging and easier to understand.
It’s also important to provide actionable recommendations that the client can implement immediately after signing the proposal. This helps to build trust and demonstrates your expertise in your field. Finally, include a clear call-to-action (CTA) for the client to take the next step. Make it easy for them to say yes by including a CTA button or link in your proposal.
Keep the Relationship Going
Following up is crucial as well. After sending the proposal, reach out to the client and ask if they have any questions or concerns. Offer to set up a meeting or call to discuss their needs further. Keep the conversation going, but don’t be pushy. Create touch points that add value, like providing customers with more case studies or insights to support their decision-making process. During the process, watch for red flags that may pop up. This is an important part of the sales strategy and is critical to start early in the process. By identifying any potential issues upfront, you can prevent them from escalating into major obstacles later on in the closing process of the sale. This includes new stakeholders entering the sales process, customer needs that may have changed or missing information to be able to close the deal.
The key is to build a relationship with your potential clients, maintain clear communication with all relevant stakeholders and demonstrate that you are willing to go above and beyond to help them achieve their goals. Also, make sure to address each stakeholder’s concerns and needs throughout the sales process.
Closing the Deal
At this point, it’s time to finalize the deal. This is done by presenting a solution that meets the customer’s needs and secures their commitment. Again, make sure the deal benefits both parties and successfully addresses the customer’s specific challenges. After closing, review the process and outcomes to identify lessons learned. Use this feedback to refine your approach and improve future sales efforts.
In conclusion, creating proposals is more than just putting together a document with a layout and pricing – it requires a thoughtful and strategic approach. By understanding your audience, clearly defining the challenges with the customer while understanding the customer’s needs and their decision-making process, you can create proposals that effectively position your solution and communicate the value of your product or service, thus converting potential clients into paying customers. Remember to build trust, demonstrate expertise and maintain open communication lines to establish long-term relationships with your clients. Do this, and you’ll be closing more sales in no time.
About the Author
Brian Keiger has over 35 years of supply chain experience and currently serves as CCO at Conveyco Technologies. He’s an expert in warehouse automation, including robotics, AGVs and AMRs and fulfillment systems. Brian is active in MHI, where he chairs the Mobile Automation Group and serves on several committees. He also advises the NCSCTE, UNC Charlotte’s SEEM program and contributes as a thought leader with GLG and board member for Queen City Robotics Alliance.
Article Takeaways
1. Understand and Engage Key Stakeholders Early. Successful proposals begin with identifying decision-makers, uncovering their challenges and tailoring solutions that address their specific needs to ensure mutual benefit.
2. Communicate Value With Clarity and Impact. Use simple structures, storytelling and visuals to demonstrate how your product or service solves client problems while providing actionable recommendations and a clear call-to-action.
3. Build Trust Through Followup and Relationships. Ongoing communication, proactive problem-solving and addressing evolving needs help prevent obstacles, reinforce credibility and lead to stronger, long-term client partnerships.
