Change Your Buyer’s Mindset from “If” to “How” | Sales Tips

May 12, 2017

I would like to talk to you about a proposal format that you can customize for whatever business you’re in. You can use this whether you’re in a products business, a service business, or a hybrid of both.

Always start your proposal with the objectives in the client’s words. Click To Tweet

What is the client trying to accomplish by doing business with your sales team? Always include the criteria and the priority of the criteria that they said were important to them during your needs and solutions conversation.

Next, outline the value that they’re going to receive from doing business with you. It’s critical that both you and the client quantify this value in tangible and intangible terms. Make sure that you use the exact words that the client shared with you when you were discussing the criteria and the value you bring.

Now you can get into your solutions. You can list the deliverables, the product, or the service that you’re offering in detail and then provide options. Always provide a few options. Three is the magic number for me, but if you use two or four options, that’s okay. You just don’t want to confuse the buyer.

When you use more than one option, you change the conversation in their mind. If there’s only one option, then the client will most likely say, “Should I do business with Colleen?” If there are two or more options, the client will say, “How should I do business with Colleen?” This changes the buyer’s behavior as well as their mindset, which leads them closer to doing business with you.

I’ve used this proposal format amongst hundreds of businesses and I know it’s going to work for you.

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2 responses to “Change Your Buyer’s Mindset from “If” to “How” | Sales Tips”

  1. […] Offer more than one choice: Always offer clients a few options rather than just one solution, says sales consultant Colleen Francis. With only one option, the buyer’s choice is whether to use you or not. With more alternatives, the client will more likely wonder how best to do business with you. (Source: com) […]

  2. Tania says:

    Love this – broken down and keeping it simple.

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