Written proposals are frequently part of the salesperson’s product strategy. It is only natural that some buyers want the proposed solution put in writing. “Written proposals” can be defined as a specific plan of action based on the facts, assumptions, and supporting documentation included in the sales presentation.13 A well-written proposal adds value to the product solution and can set you apart from the competition. It offers the buyer reassurance that you will deliver what has been promised. Written proposals, which are often accompanied by a sales letter, vary in terms of format and content. Many government agencies, and some large companies, issue a request for proposal (RFP) that specifies the format of the proposal. Most proposals include the following parts:

• Budget and overview. Tell the prospect the cost of the solution you have prescribed. Be specific as you describe the product or service features to be provided and specify the price. When you confirm pricing with a proposal, misunderstandings and mistakes can be avoided.

• Objective. The objective should be expressed in terms of benefits. A tangible objective might be to “reduce payroll expense by 10 percent.” An intangible objective might be stated as “increased business security offered by a company with a reputation for dependability.” Focus on specific benefits that relate directly to the customer’s needs.

• Strategy. Briefly describe how you will meet your objective. How will you fulfill the obligations you have described in your proposal? In some cases, this section of your proposal includes specific language: “Your account will be assigned to Susan Murray, our senior lease representative.”

• Schedule. Establish a time frame for meeting your objective. This might involve the confirmation of dates with regard to acquisition, shipping, or installation.

• Rationale. With a mixture of logic and emotion, present your rationale for taking action now. Once again, the emphasis should be on benefits, not features.14

Some written proposals follow a specific format developed by the company. The length of a proposal can vary from a single page to dozens of pages for a complex product.

The proposal should be printed on quality paper and free of any errors in spelling, grammar, or punctuation. Before completing the proposal, review the content one more time to be sure you have addressed all the customer’s concerns. Bob Kantin, author of Sales Proposals Kit for Dummies (2001), says the proposal is really the first “product” that the customer receives from you, so be sure it is perfect.15 Neil Rackham, noted author and sales consultant, says to address your proposal to the “invisible” customer. Very often the proposal will be reviewed by individuals the salesperson has never met. And these are often the people who will make or break the deal.16

The remainder of this chapter is divided into five major sections. The first two sections examine the kinds of product information and company information required by the salesperson. The third section describes the type of information about the competition that is helpful to salespeople. Sources of information are covered in the fourth section, and the fifth section describes how product features can be translated into buyer benefits.