In the current environment of slashed budgets preparing a superior proposal is more important than ever.
Here are two strategies that should significantly increase your success.
1. Them. Not You
Almost every piece of marketing material, proposal, sales presentation that I see has the wrong I/You ratio. Your prospects care solely about themselves. Yet most marketing material focuses on how wonderful ‘we’ are. How great we do. Send this chest thumping guerrilla marketing philosophy packing. Replace it with a customer focused what’s in it for them strategy. How will it make them more successful? How will it make them happier? How will it make them more money?
Money talks. Fluff walks.
Put a dollar value on how they’ll benefit. Measure their rate of return.
This exercise is easier than you might think. Will your product/service save them time? Put a value on it by estimating how much time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). You can reduce stress? Does that lead to happier employees which helps increase turnover? You can quantify the recruitment costs saved along with the productivity continuum.
Help them make more sales or increase turnover? Take the average value of one sale (you can even factor in the life time value of that one new client) multiplied by the number of new ones expected.
You can get the base information any number of ways. Research on the Internet. Their Competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that company.
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