Confused About Proposal Writing; How Hard Can We Make this?

I like to think of my proposal as a letter addressed to someone rather than a sterile document opening with a third-person narrative of the company I am selling to.  I address them personally…


John Smith,

RE: Fall Seminar Series

I understand you are working to build your sales over the next twelve months through a series of customer facing events that will target executives in midsize companies. etc.

Most proposals are so difficult to read that,…well, nobody actually reads them.  Worse, there are marketing departments that have created templates that company policy says, “Can’t be changed by the rep.”  How ridiculous!   Fine, if the template is great, but the truth is, they are not.  You go through months of work trying to get to that moment where you present your proposal, and then everything comes to a screeching halt while managers and legal try to find time to interpret your company’s document.  Can’t we make this easy for the customer?

© 2011, David Stelzl


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