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The Essential Sales Proposal Checklist

February 4th, 2008 @ 4:22 am

15 Comments

Categories: General, Sales Process, Sales Tips

Tags: Proposal, Sales Strategy, Sales Force Management, Marketing Research, Sales, Marketing, Geoffrey James

Sales Proposal Checklist Working on a sales proposal? Here’s a quick way to assess whether you’ve got a chance of actually winning the business, based upon a conversation I had a couple of years ago with sales proposal guru Tom Sant.

Examine the current draft of your sales proposal carefully. Then answer the following questions as honestly as you can:

  • Does the customer know who we are?
  • Is the customer expecting us to bid on this?
  • Does the executive summary address customer needs?
  • Is the executive summary one page or less?
  • Have we replaced all the jargon that’s meaningful only to us?
  • Are we sure that another vendor doesn’t have the inside track?
  • Does the proposal follow the customer’s specified format and outline?
  • Have we removed all the meaningless marketing fluff (e.g. “state-of-the-art”)?
  • Has someone edited out other customer names from boilerplate material?
  • Is the writing clear and forceful rather than flat and technical?
  • Has the proposal been edited so that it contains no glaring grammatical errors?
  • Can the proposal convince the customer that we can actually deliver?
  • Does the proposal define how we’ll measure customer satisfaction?
  • Is the proposal being submitted on time and to the right people?

If the answer to ANY of these question is “NO” then you’ll lose the sale. It’s as simple as that.

Have I missed anything?

UPDATE: CLICK HERE FOR MORE OF THE SALES PROPOSAL CHECKLIST.

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  •  
    1

    mkreppein

    02/04/08 | Report as spam

    Who's getting the proposal?

    Geoffrey,

    I'd add, "What group (end-user group, influencer group, purchasing) are you submitting this proposal to?" If it's purchasing and you barely know the first two groups, then don't even bother.

    Maybe...lowball your offer to kill your competitor's margin at this account but don't put this opportunity in your forecast!

    - Michael Kreppein www.inquisix.com

  •  
    2

    sw33418

    02/05/08 | Report as spam

    RE: The Essential Sales Proposal Checklist

    Have you addressed the impact on corporate culture? Usually you are either asking the customer to simply use your product in place of a competitors (better mousetrap) or to make a radical change in the way they do business (e.g., pad and paper to spreadsheet). Anytime you're asking people to leave their comfort zone you'll have to demonstrate a clear path, provide reasons, assurances, implementation, training, support, etc., generally whatever is applicable and necessary.

  •  
    3

    kolden12

    02/05/08 | Report as spam

    RE: The Essential Sales Proposal Checklist

    Great format for everything you should do in sales from Pre-call planning, accout reviews, to closing.

  •  
    4

    waynecarrigan

    02/05/08 | Report as spam

    RE: The Essential Sales Proposal Checklist

    Article is showing some code...
    <!--[if !supportLists]--><!--[endif]-->

  •  
    5

    Geoffrey James, Sales Machine

    02/06/08 | Report as spam

    Email me...

    ...I'll figure out a way to get whatever you were trying to post onto the blog.

    Geoffrey

  •  
    6

    jeh@...

    07/21/08 | Report as spam

    slight misunderstanding?

    His post was complete - he is simply alerting you to the fact that the article is showing some code-text here and there and this should perhaps be edited out for clarity.

    The article itself is a good one, btw, thanks!

  •  
    7

    wstewart

    02/06/08 | Report as spam

    Not qualified???

    If you do all of the above but have not sent it to a fully qualified prospect you WILL this time definitely lose the sale.

    By qualified I mean:

    Need, want or desire expressed intimately by the clients and you can clearly state it

    Budget, you know they can afford it and your recipient is able to release the money

    Decision making structure, you know exactly how the company makes decisions and you are on the inside track

    Competition, they are not locked into your competitors

    Timing, the order will be placed in YOUR timescales

    If ALL of the above don't stack up then they are only a prospect and not qualified.

    Hope this helps

    William....
    www.strategicsellingsystem.com/NewRules

  •  
    8

    Geoffrey James, Sales Machine

    02/06/08 | Report as spam

    Good ones...

    Thanks. I (wrongly) assumed a qualified lead.

  •  
    9

    nelson_vanelderen@...

    02/06/08 | Report as spam

    RE: The Essential Sales Proposal Checklist

    I would add " Is the proposal being submitted via the best method?" In person with a chance to explain it is best.

  •  
    10

    malamar

    02/06/08 | Report as spam

    Did I Read Boilerplate?

    I know we can re-purpose old proposals, but I find doing so keeps me in a rut. If the boilerplate is a proven winner then I can see using parts of it, but I wonder if the reader can pick up on the insincerity? I prefer to write each proposal as an original and ad in proven paragraphs or sections.

  •  
    11

    afj03

    02/16/08 | Report as spam

    Proposal Check List

    If using MSWORD and delivering electronically be very careful about information
    stored in the document 'properties'. Last bid we did we found two competitors
    mentioned and one crucial contact. (Under Menu 'File' and then 'Properties').
    Consider using Acrobat for the final electronically deliverable document - but
    best is printed and personal delivery - every time!

  •  
    12

    pmason@...

    07/15/08 | Report as spam

    NO MS Word proposals ever!!!

    Never ever send an electronic format that can be 'interfered' with by the recipient. It can be danced out of the running by an inside plant, even worse - it can be altered to reflect conditions you cannot meet.
    Always, always, send a pdf.

  •  
    13

    Geoffrey James, Sales Machine

    02/07/08 | Report as spam

    MORE ON THIS LIST

    I've summarized the above comments in another blog entry:

    http://blogs.bnet.com/salesmachine/?p=234

  •  
    14

    dave.stein@...

    02/18/08 | Report as spam

    RE: The Essential Sales Proposal Checklist

    Important: Have you tested the proposal with your coach or ally in the account before officially presenting it?

    Dave Stein, CEO, ESResearch Group, Inc.

  •  
    15

    mark.darby@...

    04/13/08 | Report as spam

    RE: the importance of partners too!

    good list - I would also add that given we live in the age of partnering to make complete solutions the checklist should seek to understand the likely partner environment and acknowledge that if we are not well connected to the other suppliers or partners already present then it may increase the sale barriers.......from Mark Darby author Alliance Brand; fulfilling the promise of partnering and Founder ALLIANTIST

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