Why are some proposals a success when others aren’t? Why do some people rise to the top of their sales organization and some don’t?
Are some proposals just lucky? Are some selling propositions simply better arguments?
Or (the favorite excuse of the less successful proposal writers and salespeople) are your prices just too high?
If you want to win, you simply need to follow one simple law: present the prospect with the benefits that are most important to him in the order that is most important to him.
When you ignore this law, you’re praying to win the deal by luck, by false pretenses or – most commonly – because everyone else’s proposal is worse than yours.
Sometimes you have the chance to speak to the prospect as directly before you submit your proposal. If so, then so much the better. Just ask what’s important to him.
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But with the government or when you’re engaging in direct sales, you can’t ask about what’s important ahead of time. You should still try to work out what’s important to this prospect, but you also need to get the prospect’s attention and interest to get the opportunity to do that.
So what should you emphasize in the meantime to get the prospect’s attention? If you watch successful sales, you can identify the selling arguments that are most persuasive in general. These are the 10 commandments.
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