Andrew had just received feedback on his proposal from a new prospect when I arrived. He had followed their instructions when submitting his proposal via their Excel spreadsheet, including the requirement to offer one specific price proposal. So he was surprised to learn that his proposal was considered to be too narrow and inflexible.
Andrew’s prospect uses an Excel spreadsheet proposal process to make it faster and easier for them to compare the submitted proposals. But it robs Andrew of an opportunity to differentiate his company and his proposal. Andrew reacted as he did to this “commoditized” approach because he was concerned that his proposal would not be considered if he didn’t follow their instructions.
You don’t sell to organizations – people buy from people. And people like to have options. When you are making a major purchase, you like to review all the options available to you before making a significant buying decision.
Propose several creative alternative ways that your product or service could meet your prospect’s needs. Offering three options is ideal – proposing four alternatives creates too much distraction and offering only two choices sets up an “either/or” scenario that minimizes the opportunity for dialogue that could help you learn the real decision drivers behind the stated needs specified in the proposal.
Dialogue breaks the commoditization process. It enables you to hear which option generates the most interest and potential commitment to your company, and to position your unique value as the best choice for the buyer.
Andrew’s refined proposal defeated commoditization and the flawed proposal excuse. He earned preference that gained him the order.
How does your sales team respond to inquiries like Andrew’s?
What uncommon and value-based options should you be including in your proposals?
Need to grow now?
Contact Bob for a FREE No-Excuses Growth assessment at
rschultek@staging.elfin-bead.flywheelsites.com.
Excellent advice today, Bob! We must never forget that it is the people relationships that drive business. If your relationship with your prospect is defined by checking a box in a spreadsheet, you’re in deep weeds!!