Digital Marketing Guides & Strategies

Why You Are Losing Proposals: 9 Mistakes to Avoid | HubSpot

B2B Digital Marketing

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:

  1. You focus on cost, not value.
    • Do you understand where your true value lies?
    • And no one wins a new client with that attitude.
  2. You didn’t qualify the prospect.
  3. You didn’t develop a relationship.
    • People want to do business with people they like. It’s that simple.
  4. 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.
  5. You frame pricing in the wrong way.
  6. You don’t have a process.
  7. 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.
  8. 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.
  9. You lack credibility.

Related Guide: The Hidden Cost Savings of Working with an Agency

The Table of Content of “Why You Are Losing Proposals” Guide:

  • Introduction
  • 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

Number of Pages:

  • 21 Pages


  • Free

HubSpot, Inc.

Founded in 2006, HubSpot, Inc. is a developer and marketer of software products for inbound marketing and sales; offers a full stack of products for marketing, sales, and customer relationship management. HubSpot's products and services aim to provide tools for social media marketing, content management, web analytics, and search engine optimization and build the software and systems that power the world’s small to medium-sized businesses.HubSpot is headquartered in Cambridge, Massachusetts, and has offices in Ireland, Australia), New Hampshire, Singapore, Japan, Germany, and Colombia.


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