closing the deal - proposals that sell
Post on 13-Apr-2017
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@kyleracki
CLOSING THE
DEALProposals That Sell.
@kyleracki
PROPOSALS DON’T WIN DEALS. PEOPLE WIN DEALS.
@kyleracki
ABOUT ME
Designer, marketer. Former agency owner. CEO of proposify.biz
@kyleracki
PROPOSAL WOES…
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THE LAGOON OF LOST PROPOSALS
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PRICE SHOPPING
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Getting beat out by competitors
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PROPOSALS ARE PART OF YOUR MARKETING FUNNEL.
@kyleracki
Send fewer proposals to more targeted leads.
@kyleracki
BEFORE THE PROPOSALQualify the lead. Is this a perfect fit?
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THE GATEKEEPER
Hire an opener to qualify leads.
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THE STRUCTURE
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EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
• Not a summary
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EXECUTIVE SUMMARY
• Not a summary • Pique interest
@kyleracki
EXECUTIVE SUMMARY
• Not a summary • Pique interest • Sell the big idea
@kyleracki
EXECUTIVE SUMMARY
• Not a summary • Pique interest • Sell the big idea • Write before AND after We’ve written an entire post on executive summaries.
@kyleracki
Avoid talking about tech jargon.
@kyleracki
Talk about what the tech can do for your client.
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@kyleracki
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CASE STUDIESProve what you can do
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We’ve tested and they work.
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Make them recent. Old work can make you look bad.
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SCOPE & DELIVERABLES
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PRICING
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You’re not a lawyer. Stop charging hourly. It hurts your chances of closing.
@kyleracki
How to calculate value-based pricing.
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TIMELINES
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COMPANY & TEAM
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TERMS & CONDITIONS
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MAKE IT EASY TO SIGN
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WHAT IS PLAIN WRITING?
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PLAIN WRITING
• Concrete
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PLAIN WRITING
• Concrete • Simple
@kyleracki
PLAIN WRITING
• Concrete • Simple • Positive
@kyleracki
PLAIN WRITING
• Concrete • Simple • Positive • Verb-driven
@kyleracki
PLAIN WRITING
• Concrete • Simple • Positive • Verb-driven • Uses everyday words
@kyleracki
YOUR PROPOSAL IS A REFLECTION OF YOUR BRAND.
@kyleracki
@kyleracki
How do you want to look?
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DESIGN
• Good typography • Large, high quality images • Bold, contrasting colors
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THE PITCH.
@kyleracki
Sell to the croc brain.
Don’t sell to the neocortex. The croc brain processes information first.
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Local star power.
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Busting power frames.
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Tell a story
Read the full post on neuroscience for closing deals.
@kyleracki
MEAT OF THE PITCH
• The Big Idea
@kyleracki
MEAT OF THE PITCH
• The Big Idea • Value prop
@kyleracki
MEAT OF THE PITCH
• The Big Idea • Value prop • Secret sauce
@kyleracki
MEAT OF THE PITCH
• The Big Idea • Value prop • Secret sauce • Competition
@kyleracki
MEAT OF THE PITCH
• The Big Idea • Value prop • Secret sauce • Competition • Scope and budget
@kyleracki
Enforce a deadline for a decision.
@kyleracki
WHAT IS PROPOSIFY?• Streamline sales process • Create beautiful proposals faster • Know when and where your client looked • Impress your clients • Fast, easy client sign-off
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