First things First

The primacy principle holds that when people make a decision, they first look for the key factor that matters to them, then stop and decide. If we know this, then we can improve our sales proposals. We need to understand the key messages our customers need and put those first. Here are some ways that you can do this in your proposals…

ü Add a strong title to your proposal that relates to the key outcome your customer wants. For example, if he wants to cut costs, use these words in your title. This will help him to pick it up before any other proposals. He will read the first proposal with more attention and compare all other proposals to it. You want it to be yours.

ü Whatever she reads first is what she thinks the proposal is about, so use your customer’s name before yours in a sentence – and make it the first word of your proposal. For example, “Acme can cut costs by using our widgets, 10% cheaper than any others on the market.”

ü Put the customer’s pains and gains before your solution. This makes the customer relax, knowing that you understand what they want to achieve. That way, they trust you by the time they start reading about your solution, so you don’t have to be quite as persuasive. Don’t forget, once you’ve outlined your solution to point out to the customer how you are different from your peers.

ü Start each paragraph with a topic sentence that explains, similar to a headline, what the paragraph will be about. This will make your proposals easier to skim read. The easier and more pleasing your proposal, the more likely you will get the deal. Your customers are busy and have lots of other things to read and do. They will appreciate a short sharp proposal with key points up front.

ü There’s a reason our executive summary is at the beginning of the proposal. It’s our chance to make a business case to the customer. It needs to be persuasive and make an impact. It should entice the customer to read more to discover how we will do what we claim in it. Write it first because it will help you to get your messages clear and keep your proposal structure logical.

I’ll never forget seeing Stephen Covey demonstrate how he could fit more rocks in a fish tank by putting the big ones in first. This is not only a useful lesson in managing your time, but can also make a difference to your proposals. Always put the most important things first in your proposals - what’s most important to your customer, of course!