Many agencies regard the proposal as the first phase of the sales process, while in fact, it should be one of the final steps. The proposal is a document confirming previous discussions, not a conversation starter. You have to understand its place in the sales cycle and how a proposal from your agency should be used to win a contract.
Besides business objectives and the current state of the company’s marketing outreach, you should understand why you are losing proposals:
- You focus on cost, not value.
- Do you understand where your true value lies?
- And no one wins a new client with that attitude.
- You didn’t qualify the prospect.
- You didn’t develop a relationship.
- People want to do business with people they like. It’s that simple.
- You don’t act like a partner.
- You need to challenge the client by showcasing not why they are wrong, but why another way is actually more efficient and effective.
- You can stand out by taking a different approach.
- You frame pricing in the wrong way.
- You don’t have a process.
- You don’t set expectations.
- Every client’s goals and challenges are different, but that doesn’t mean you need to start from scratch with every proposal.
- There shouldn’t be some big reveal. It’s not a tool for convincing and impressing.
- You weren’t persistent.
- Sending a proposal isn’t the final step – obviously. You still need the potential client to sign.
- Remember: persistence is key.
- You lack credibility.
The Table of Content of “Why You Are Losing Proposals” Guide:
- You Focus on Cost, Not Value
- You Didn’t Qualify the Prospect
- You Didn’t Develop a Relationship
- You Didn’t Act Like a Partner
- You Frame Your Pricing in the Wrong Way
- You Don’t Have a Process
- You Didn’t Set an Expectation
- You Weren’t Persistent
- You Lack Credibility
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