You wrote a great email and your prospect said those magic words, “Please send me a proposal.” You’re already envisioning your end-of-month numbers and spend time crafting a thorough proposal.
But you don’t book the business.
Because your proposal sounded just like every other option so the buyer (meeting planner, HR, wedding couple) chose to go with a lower bid. Why shouldn’t they?
You know that little tiny narrative part in the proposal? Use it. Use it to hook them in with your distinctive value proposition.
What you offer may be (likely is!) quite similar to your competitive set but YOU aren’t. You care. You care about their happiness, success, productivity. You care about ensuring they feel confident, excited, interested. You do, right? So write that way!
Use your first sentence of the proposal to create an emotional connection. Don’t waste it with:
“Thank you for considering X. We appreciate the opportunity to share blah, blah, blah.”
Instead use words and messaging that will resonate for them. (Sounds a lot like an email, doesn’t it?)
If you’re looking for <insert what they are looking for here – a warm and welcoming background/a simple and smart way to/saving time and increasing ROI), you’ve come to the right place! <Insert their title here – Meeting professionals/Other wedding couples/Sales leaders/Collection professionals> especially appreciate X and Y—
Help them imagine themselves in your space and using your product.
Once you talk their language instead of your own, once you help them to feel confident you understand what is important to them (instead of your 1300 rooms or amazing software), then it’s time to move to details and transaction.
Use your personality and the personality of your brand to provide color, flavor and distinction to your proposal.
And use photos with captions. More about this in another post but even neuroscientists believe something more strongly when they see a photo with text.
Whatever you do, do something more interesting, on brand, authentic and different because you deserve to stand out and gain the business!
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!