Read books or write sales proposals. Sales Training. One of the first issues to be discussed are the features, advantages and benefits. At the end of each proposal, either orally or in writing is to persuade anyone to take action and this by the benefits of measures implemented.
In smaller sales, especially with products that are often easier to identify the benefits list, but with a larger proposal that you have to find harder to understand client business issues and explain the benefits of your solution – namely, how to effectively and efficiently solve the problem of your solution your business.
Your solution should demonstrate not only value in price, but in the services that you offer. Value is the balance of cost versus benefit, therefore you need to be explicit in highlighting the benefits to the client.
Often when a contract has been lost, the client will tell you that you were too expensive – but no-one ever gets told that they won because they were the cheapest. It is the best solution that usually wins, the one that offers the best benefits. This may be the most expensive solution, but it still may offer the best value.
So how do you create customer value? Firstly you need to take time to understand the customer’s needs. When you receive an Invitation to Tender, get back to the client immediately with questions. Call them. Ask for a meeting. You may have been involved with the client pre-tender and have an understanding of their business.
You must be able to demonstrate an understanding of their business need in order to demonstrate that your solution will deliver the required benefits.
When writing your proposal, use content tailored towards the client and their business problem. We all copy re-usable text, or boilerplate in proposals – but customise it to the client. Include their name, especially in the executive summary. Let them know that the proposal is about them, not about you.
Directly address your customer’s issues and offer persuasive ideas with distinct solution benefits and support your arguments with evidence. When have you delivered a similar service or solution in the past? How did that client benefit? Demonstrate your ability to deliver on your promise.
Make sure a value proposition is clearly laid out and easy to understand. Can you include a return on investment model for the client? If so do it you are showing the client you understand how to save their business money.