The next step is to agitate the problem, making it a little more painful, demonstrating how dangerous the risks are if the problem persists, and how crucial it is to find a solution. Use the 'Problem, Agitate, Solution' techniqueĪlso known as PAS, this is a classic copywriting formula and persuasion technique, perfect for writing a convincing proposal.Īs discussed earlier, it’s important that you show the client you understand the problem or challenge they’re struggling with. This will establish trust with the client and if they trust you, they’re more likely to be convinced by what you say and that you’ll deliver on your promises. People need to hear something more than once to really absorb what you’re saying and adopt the same view. Sometimes the very the act of changing your mind (justifiably or not) can be viewed negatively by others, as if you don’t have the fortitude to stick to your guns, or that you had poor decision-making abilities the first time around.īe straightforward with your position and keep proving it over and over throughout your proposal using storytelling, stats, and other proof points to drive it home.īeing consistent is also a form of repetition which is another effective persuasion technique. People are very suspicious of others who appear inconsistent in their views and opinions. If you want to persuade someone of something, you need to be clear about what that something is and be consistent in defending and proving that point throughout your proposal. Proving you get it (and understand them) establishes credibility so the client’s more likely to be open to what you have to say and more easily convinced that you know what you’re talking about. I don’t know how many proposals I’ve read that were just all about the agency or business - me, me, me, and more about me - with very little attention paid to the actual client and their problem. This involves listening to the client, doing research, and directing the proposal to focus on the client, not you. Make sure your proposal demonstrates that you understand the client, their business, their customers, their industry, and the challenges they’re facing. To convince anyone of anything you first need to establish that you know something about the situation. When preparing your proposal, you need to think of every ‘why?’ that might emerge that could derail your efforts of persuasion, and be sure to have a compelling answer. Why should I spend this much money when it’s more than what the competition is charging?.Why are you the expert in this situation?.Why is your solution the right one for this client?.Why shouldn’t they choose the competition?.People don’t like to be told what to do without a good explanation, so you need to guide them through that.Įvery proposal should answer these ‘why?’ questions: This is really is the crux of all persuasion but I’m surprised how many proposals don’t directly and clearly address it. Is there a personality fit? You don’t have to turn into BFFs but if there isn’t some connection, you might have problems once you start working together.īy confirming that this client is actually a good fit for your business, you’ll have a much better chance of convincing them to choose you.Does this client have a budget I can work with?.Can I/my team really help them solve their problem?.Is this my ideal client in terms of industry, size, or revenue?.To help with that, here are five things to ask yourself when talking to a lead to see if they’re worth pursuing: Figuring out if this potential client actually has potential should be your first step in the sales process-before you even type one little word of your proposal. Validating your leads before you spend hours preparing a proposal is probably the most crucial step in sales. If your potential client isn’t a good fit for your company to start with, they’re not actually serious about doing business, or they don’t have an appropriate budget, you’re not going to be able to convince them of anything, and you’ll just be wasting your time. In this post, I’ll try my own hand at persuasion by sharing my tips on how you can write proposals that convince and convert. It’s about inspiring people to buy, to care, to spread the word. When it comes to proposals, it’s not always the most qualified company who wins, but the most convincing company.īeing persuasive is the key to successful sales. We’ve probably all been in situations where a potential client chose a competitor even though we know we would have done a much better job, but somehow they were convinced that the other company was the best choice. Like, what went on in that pitch? (I think this is a brilliant way to sell an icky subject, btw.)