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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May 2019 / www.SecurityInfoWatch.com / Security Business 49 explore what makes your company unique. It should concisely describe the customer experience – this is best done as a graphic, video, or in another format that is engaging, memorable and easy to digest. Your marketing team should collaborate on these first sections of the proposal; however, if the proposal is so straightforward that this type of opening section is overkill, be sure to at least include an executive summary – three or four sentences and an image that uniquely represent your organizational culture. 2. Be consistent. There should be consistency in how all proposals represent your organization and its brand. This can be achieved by adhering to the same branding standards used in other marketing communications – including colors, logos, logo placement, fonts, mission statements, boilerplate copy, taglines and other standardized content. The focus on consistency and branding must extend beyond the proposal, as most customers will also look up your company website, your LinkedIn profile and other online resources. Templates should be created for all key proposal elements to ensure consistency not only in appearance, but also in messaging. A library of templates such as “About Us,” “Scope of Work,” “Timelines,” “Products and Services,” and “Terms and Conditions” should be maintained and be available for salespeople to access, and guidelines should be provided to them on how and when each are used. Many organizations are now automating the creation of proposals by using sales management software, leaving key areas such as the cover letter, executive summary and scope of services for customization by sales teams. This approach not only ensures brand consistency, it also protects legal terms and conditions and saves valuable time for salespeople. 3. Know your audience. The individuals you deal with as you scope out a project are probably just a few of the many who will review your company and proposal, as well as make the decision to purchase. Their understanding of what needs to be solved, and their priorities with respect to the solution, may be different from other stakeholders. It is important to ask questions that illuminate the big picture from more than one perspective. This makes certain that the proposal both resonates with everyone involved in the final choice of a solution provider and is part of your overall sales strategy. One of the best ways to align the proposed solution with the customer’s individual needs, priorities and vision is to include them in the brainstorming and creative process. If you work together to generate ideas, when those ideas then appear in the proposal, there are already advocates on the client side. 4. The budget. Understanding the customer’s budget is critical. Keep in mind, a budget is not just a number – understanding the full facts from the beginning will prevent wasting time on a proposal that will be categorically dismissed due to price. This also allows for the development of pricing and payment options that the customer will find the most palatable – while keeping the project profitable from your perspective. If you are presenting several possibilities, lead with the one RENEW OR SUBSCRIBE to Security Business today! SD&I is now Security Business Same great magazine and content ... more relevant name GO TO www.SecurityInfoWatch. com/subscribe and enter priority code 2019MAG INFORMATION IS POWER

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