Sales proposals

A sales proposal the purpose of which is to sell your company's products or services for a set fee can have the following parts: introduction, description of the proposed product or service, timetable, costs, qualifications of your company, and conclusion.

Introduction.

Basically, the introduction should prepare the readers for everything that follows in your proposal. The introduction itself may contain the following sections, which may be combined.

Statement of purpose and subject of proposal.

Tell readers why you are writing and identify the specific subject of your work, indicate how you learned of the problem, and briefly define the solution you propose.

Description of the Proposed Product or Service.

This section is the heart of your proposal. Before spending their money, customers will demand hard, factual evidence of what you claim can and should be done. Here are some points that you should cover.

1. Carefully show your potential customers that your product or service is right for them.

2. Describe your work in suitable detail - what it looks like, what it does, and how consistently and well it will perform in the reader's office, plant, hospital, or agency.

3. Stress any special features, maintenance advantages, warranties, or service benefits.

Timetable.

A carefully planned timetable shows readers that you know your job and that you can accomplish it in the right amount of time. Provide specific dates when the work will begin, how long it will continue, and when you will be finished installing equipment, testing equipment, or training employees to use equipment.

Costs.

Make your budget accurate, complete and convincing. Don't underestimate costs in the hope that a low bid will win you the job. You may get the job but lose money doing it, for the customer will rightfully hold you to your unrealistic figures. On the other hand, don't inflate prices; competitors will beat you in the bidding.

Give the customers more than the bottom-line cost. Show exactly what readers are getting for their money so they can determine if everything they need is included. Itemize costs for specific services, equipment, labor (by the hour or by the job), transportation, travel, training you propose to supply. If something is not included or is considered optional, say so - additional hours of training, replacement of parts, and the like. If you anticipate a price increase, let the customer know how long current prices will stay in effect. That information may spur them to act favorably now.

Qualifications of Your Company.

Emphasize your company's accomplishments and expertise in using relevant services and equipment. You might list previous work you have done that is identical or similar to the type of work you are proposing to do for the customer. You may even want to mention the names of a few local firms for whom you have worked that would be pleased to recommend you.

Conclusion.

This is the "call to action" section of your proposal. Encourage your reader to approve your plan. Stress the major benefits your plan has for the customer. Offer to answer any questions the reader may have. Some proposals end by asking the reader to sign and return a copy of the proposal thus indicating their acceptance of it.

An unsolicited proposal