How Pros Write Business Proposals To Win New Clients | Tutorial and Template

Summary

In this video, Jamal teaches how to craft a winning business proposal to secure new clients efficiently. He clarifies the difference between a business plan and a proposal, emphasizing the latter's customization to client needs. The script outlines key sections of a proposal, including an executive summary, problem identification, solution presentation, company background, pricing strategy, and a clear call to action. Tips are provided for each section to ensure the proposal resonates with prospects and closes deals effectively.

Takeaways

• 📈 A business proposal is distinct from a business plan; the former is aimed at securing a client's business, while the latter is used to attract investment.
• ⏰ Many sales professionals spend a significant amount of time on proposals, with 62% reporting up to 40 hours a week, highlighting the need for efficiency in this process.
• 📝 Customizing proposals to address each client's unique needs is crucial, as opposed to using generic templates.
• 📑 The executive summary, typically a one-page overview, should be written last to ensure it accurately reflects the proposal's content.
• 🔍 It's essential to understand and articulate the client's problem, making them feel understood and valued.
• 📊 Data-driven insights can be powerful in proposals, especially when identifying needs the client may not be aware of.
• 💡 When proposing a solution, focus on the process your company will use, avoiding premature commitment to specific ideas before the deal is secured.
• 📊 Clearly communicate the expected results without making hard numerical promises, using KPIs that indicate improvement.
• 🎨 Utilize visual aids like charts and infographics to make your solution more comprehensible and appealing.
• 🏢 Provide background information on your organization, including mission, vision, and case studies, to build credibility.
• 💼 When discussing pricing, frame it as an 'investment' rather than a cost, and consider offering a single solution to increase the likelihood of closing the deal.
• ⏱ Include a clear project timeline and payment schedule to set expectations and maintain momentum.
• 📣 End with a strong call to action to prompt the client to move forward with the deal.

Q & A

What is the main difference between a business proposal and a business plan?

A business plan is a documented strategy for a business highlighting its goals and plans for achieving them, primarily used when seeking investment. A business proposal, on the other hand, is a formal document provided to a prospect with the purpose of securing their business, and it needs to be customized to address the client's specific needs.

Why is it recommended to write the executive summary last in a business proposal?

Writing the executive summary last is recommended because it can be difficult to summarize a proposal before the entire document is written. The summary should encapsulate the whole proposal, so it's more effective to write it after the proposal's details are finalized.

How can a salesperson demonstrate understanding of a client's needs in a business proposal?

A salesperson can demonstrate understanding by identifying the client's pain points, ensuring the writing is customer-focused, and making the client feel understood better than by any competitors. This might involve discussing the client's situations, referencing an RFP if available, or using hard data to back up findings.

What is the purpose of the 'Understanding the Problem' section in a business proposal?

The 'Understanding the Problem' section aims to help the client identify their needs and offer the company as a solution. It's crucial to demonstrate an understanding of the client's pain points and to make the client feel that the company understands them better than competitors.

Why is it important to customize the solution section of a business proposal for each client?

Customizing the solution section ensures that the proposal addresses the client's specific issues, making it more relevant and appealing. It prevents the proposal from appearing as a generic copy-paste document and shows that the company has considered the unique needs of the client.

What are some tips for presenting a solution in a business proposal?

Tips include focusing on the process used to solve the client's problem, explicitly stating the expected results without promising hard numbers, and using visual aids like charts or infographics to illustrate the solution. Providing a features and benefits table can also be helpful.

How should a company present its background information in a business proposal?

A company should provide background information including its mission, vision, and any impactful details about the executive team. It can also include case studies to illustrate previous work, focusing on positive metrics and results achieved with past clients.

What is the recommended approach to pricing in a business proposal?

Pricing should be presented as an 'investment' or 'venture' rather than costs or fees. It's advised to offer a single solution rather than multiple options with upsells, and to set a clear payment schedule with milestones and dates.

Why is it beneficial to include a project timeline in a business proposal?

Including a project timeline sets expectations for the client and adds a sense of urgency for them to sign the deal. It helps manage client expectations regarding the duration and milestones of the project.

How should a business proposal end to encourage the client to take action?

A business proposal should end with a clear call to action, preferably providing a direct link for the client to make a payment or sign off on the deal. This approach is proven to increase sales across many industries.