Closing new deals is not easy — especially in the B2B space, where the sales funnels are longer because more decision-makers and larger budgets are involved.
You are tasked with convincing the prospect how your products or services can minimize their pain points. No wonder sending a B2B proposal is an exceptionally high-pressure job.
What does a proposal mean in sales?
It is regarded as the first step in selling your company’s products or services. It identifies a need or problem experienced by the target audience and explains how the company’s offerings can fulfill those needs. Project proposals, executive summaries, and business proposals are different types of sales proposals.
What are the key characteristics of a sales proposal?
Think about it: You are emailing a proposal hoping the prospect will see value in your offering and choose to do business with you. You have to put your best forward, right? Unfortunately, proposals are among the most underutilized tools for driving company sales.
There is no one universal format for this type of writing. But, it should include an introduction to what you do and the benefits that make your company different from every competitor in your industry.
Using subscription management software, you can pull customer information straight from your CRM, viewing the customer journey and creating bespoke proposals (even for upselling and cross-selling products) that translate into higher conversions.
Irrespective of the format chosen — your proposal should be creative, informative, and engaging to get prospects interested in your offering. An excellent sales proposal should be able to indicate the following:
- You have done your research and understand precisely what the prospect needs. Your proposal must contain references of client pain points from previous conversations.
- The narrative of your proposal must create an engaging and informative speech that convinces your prospect they are in good hands with you. It also helps them imagine how your product or service will solve their problems.
- It is essential to be authentic, clear, and tailored in your sales proposals. Giving a reason to your prospects about how working with you will benefit them is a great winning strategy. It will increase the chances of your proposal’s acceptance.
Research by the RAIN Group shows only 47% of proposals close the deal. Though they have the immense potential to help you acquire a new customer or sell to existing ones, it is essential to structure them well. Here is how:
Sales prospecting through emails
Email proposals can be a powerful tool to connect with your prospects. They are easy to deliver and track, but you must ensure to create them right. However, writing long or generic emails may not generate the desired results.
The inbox of your prospects is flooded with emails, and you need to give them a reason to respond to yours. Statista reported that 333 billion emails were received and sent daily by the end of 2022. It is not easy to get noticed in someone’s inbox, let alone sell!
Tips for creating a professional email sales proposal
If you are looking to write better email proposals for your B2B buyers, take a note from our sales handbook and follow the six steps mentioned below:
1. Conduct thorough research
First things first, understand your prospect’s needs by doing in-depth research. Find out the tangible problems you aim to resolve for them. Is there any wiggle room for your negotiation?
Who should the proposal address? Knowing who will be reading your emails is essential so you can tailor them accordingly.
Is there a burning issue they are taking rather slowly? As you fetch answers, consider the words and phrases your prospects will likely use to define their situation.
In addition, compare your research with the cues drawn from conversations with your existing customers who have already been associated with you for a while.
Are there any common problems? Is there any anecdote you can include in your proposal? Maybe start with a story to evoke an emotional response from your prospects. Or, highlight the value of your offer by including customer testimonials and reviews.
For instance, in the screenshot above, you can see the sales rep researched not just the company but also the decision-making.
After starting on a personal note, he quickly switches to a problem-solving mode, highlighting common pain points people in the prospect’s position face.
Your prospects are busy people. They want the information to help them do their jobs, not just read an article about your company. Your sales email’s body should convey value. Analyzing your prospects and customer correspondence will help you write a more compelling copy.
2. Identify your USP to include in the proposal
The unique selling proposition of your business is vital as it helps customers understand why your product or service is better than any other option on offer.
It is a crucial marketing tool that can make all of your work worthwhile. Make your email proposal more appealing by customizing it for individual buyers and companies.
Even if you pitch to the same buyer persona, for instance, it is vital to tweak the copy a little for greater engagement.
3. Apply formatting best practices in your draft
To make your email proposal compelling and exciting, format it properly and use your brand colors judiciously. Insert headings with bold text to enhance readability. You can also incorporate available templates or explore a proposal maker with AI, offering customizable and engaging options tailored to your needs.
In addition, utilize short sentences or bullet points that engage your prospects. Keep your email proposal short. Follow a limited word count depending upon the length that has generated the most responses earlier.
4. Use a compelling subject line
Your subject line should grab your prospect’s attention and convey the importance of your offering so that they know what to expect in the email. Some decent examples to copy are:
- Hey, {Name}, saw you are focused on {goal}.
- Are you struggling with {mention pain point}?
- Let us fix {pain point} in [X] number of days!
5. Give clarity regarding the next steps
Your prospect is unaware of your process, so ensure to include the next step in every email. Give them the confidence and information they need to make a decision.
Include a clear offer with a budget, deliverables, and the process to help them clarify their doubts. A specific call to action or next steps will help them kick off the process immediately.
6. Follow up with your prospects
You might have to reach out to a prospect more than once before getting a response from them. The best way to automate follow-ups is by using your CRM software. It will create reminders for you on a specified date so that no prospects ever slip through the cracks.
On the other hand, it is not advisable to spend unlimited time and effort on the same set of prospects throughout the year. You must make a timeline to expect responses from your prospects. If there is no response to your proposal by the specific deadlines, then you must change your communication and spend more time on another prospect.
Over to you
Email offers an excellent way to kickstart, nurture, and maintain client relationships. It has an incredible return on investment — with $36 for every $1 spent. Writing effective B2B email proposals is essential. We hope this article has taught you the best ways to make your proposal stand out from the rest.
