Whenever I send a proposal to a prospect, I already know that this company would be a great partner. It is crucial to have a deep understanding of your customers.
This understanding will allow you to make an accurate decision as to whether or not a customer is the right fit for your company.
Taking on a customer that doesn’t fit your mold can be as bad for you as it is for your customer. Not only will this lead to potential customer dissatisfaction, but the time and effort that you are putting into this customer may detract from other customer and lead to their discontent as well. Dissatisfied customers are the bane of sales.
Understanding your Customer
A clear understanding of your customer is crucial to providing them with exactly what they want. This not only applies while they’re your customer, but before and after they’re your customer. This makes them much more likely to partner with you (as well as offer referrals) because they will remember that you always went above and beyond. Here are some sample questions to ask:
- Can you tell me more about your job?
- What are your responsibilities?
- What is your past experience with our type of offering?
- Can you talk me through your website and your website goals?
Condense their answers into a bulleted format and share it with them. Explain to the prospect that this is what the situation looks like based off of the conversation. Use their answers to lead them in the right direction. Make sure they’re on board. Let them tell you that you’re a complete idiot if you didn’t listen correctly. Put the pieces of the puzzle together with your prospect.
Providing the Proposal
After the consultation with the prospect, and gaining a comprehensive understanding of their needs, you can move to the proposal stage. This is where you can impress your prospective customer by providing them with what they want before you’re even been in business together.
Customize each and every proposal to each and every prospective customer. At Likeable Advertising, if we’re proposing banner ads, we actually get our Creative Director to understand the prospect and create sample ads. Now you’ve already done work for the prospect, and you’ve provided them with something personalized and tangible. On top of all that, you’ve done it for free.
Shows that you’re adding value regardless of if they decide to do business with you or not. This helps the prospect visualize your offering as well as experience what it’s like to work together, and they haven’t paid you a single dollar. Now you will stand out from the myriad companies that send cookie-cutter, one-size-fits-all proposals.
Get more sales tips from me and RingLead with the free RingLead ebook below.