"Send me a proposal." If you hear these words from a potential client, you know negotiations are on the right track. Even so, nothing has yet been won: whether or not your proposal will be accepted remains undecided. The outcome will depend on not only the price and parameters, but also on how the proposal itself is structured and presented. What should a successful and attractive business proposal contain for the client not to refuse? That is the subject of this article.
Clear introduction and concise summary
As stated by The Muse, you can't rely on the client remembering everything you have discussed so far. They may only look at the proposal sometime later, by which point they will have forgotten many details. It is also possible the client will have to consult the proposal with someone else. For reasons like these, it is necessary to include at the outset a brief summary of what you are actually offering and what you have agreed upon.
Clear definition of what the product will bring to the client
The description of the product on offer should not be purely technical. Don't focus solely on the product itself, but primarily on what it will bring the client. Highlight the value the client will gain by purchasing it, and clearly quantify the benefit it will bring to their life or work.
Detailed description of the offer and scope
The business proposal must, of course, include information about the variant and scope of the product you are offering. Don't be afraid to mention what the proposal doesn't include: not only will this help you avoid possible misunderstandings, but also make you appear transparent, as the client won't feel you are trying to hide something.
Price proposal with explanation
The price of the offered solution must also be included in the business proposal. If relevant, explain the price: mention why it may be seemingly higher than that of the competition, or why the given variant is the most suitable solution for the customer.
References and case studies
You can also gain the client’s trust by providing case studies or references from other clients. Choose experiences and references that correspond as closely as possible to the situation of the given potential customer.
Clear and attractive call to action
The last remaining item is to prompt the potential customer to take some specific action. Do you want them to register somewhere, call you, or sign the contract immediately? Make the client’s job as easy as possible and tell them clearly what is now expected of them.
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