Last week I saw another sad example of that. Discovery done. Demo done. And the customer has asked for the proposal. The overall feeling within sales was positive, and they handled all objections.
So they took the template. They listed the ingredients of the solution. Spelled out professional services efforts, included a detailed project plan, calculated the price, and copied in the T’s & C’s. And lastly, they wrote the intro about how excited they were with the outlook to work with this customer. 20 pages worth of effort – delivered just before the deadline.
Days of silence followed until that email arrived: “Thank you for your efforts, but we decided to go for your competitor.”
What happened in reality? All the excitement from the engagements with the customer dropped dead in the proposal.
Instead of using the proposal to end on a high, we create a factually correct but boring proposal loaded with features but ignoring communicating any value.
What would have served here was a simple 1 or 2-pager spelling out four things:
- A summary of the three most valuable and critical challenges your prospect is struggling with
- A summary of how your solution is going to solve these challenges in the shortest amount of time
- The transformational effect this will have on your buyer, their team, and the organization they work for
- The guarantees you’re giving
Prospects are not buying a comprehensive list of features or a detailed list of hours that you need to implement it
- Prospects are buying the business outcome.
- They buy how your SaaS will make them feel.
- They buy the story of becoming the hero.
Key takeaway: Next time you write a SaaS proposal. Start with what they want – and give them what they want.
Question for you to reflect upon
If you review your last 10 SaaS proposals, how many did you lose because you didn’t make your prospect feel like a hero?
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