Security Business

MAY 2019

Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.

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48 Security Business / / May 2019 Sales ©Istock 5 Elements of Winning Sales Proposals Consistency is one of the keys to ensuring your sales team's long-term success By Tracy Larson What turns a good sales proposal into a great one? As a former sales executive who played a key role in building a $50 million international technology integration business, I have personally seen just how much power a beautifully crafted proposal can have on closing a deal. There are many methods to improve the impression a proposal leaves and increase the likelihood that yours will be chosen – here are five key elements to creating great sales proposals: 1. Looks matter. Remember that people do judge a book by its cover, and appearances count. To increase the proposal’s attractiveness, make sure that graphical design and fonts are clean, modern and attractive. Use high-quality paper and be sure that the documents are neatly bound. All logos, graphs and photos should be crisp and in high resolution. On digital versions, ensure the file format is common for easy review and sharing. Protect or remove pricing calculations that may be easily “decoded,” and check the document for previously used customer names and information not relevant to the proposal. Make sure text and images have not become blurry or pixelated during the creation of the PDF or digital format. Customize the cover of each proposal to show the prospect or customer how much the unique opportunity to work with them is valued. Include the customer’s name, project name, proposal title, and ideally, a relevant graphic or photo. This is in addition to your own company’s information, proposal identifier, logo, date and a confidentiality clause. The proposal can be personalized with a letter from you that communicates a full understanding of the customer, their project goals and particular pain points. Also, in the case of the latter, that you have a specific solution to address their specific needs. The inclusion of an “About Us” section can make your potential customer feel personally connected to your organization and introduce key players who will be involved with the project. Not only should this section highlight expertise and corporate philosophy, but it should provide a window into corporate culture and

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