Selling Skills - Sales Proposals
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The sales proposal is often the result of extensive effort.
Poor proposals waste the investment and effort involved.
Overview
Written communication is an essential skill for all
salespeople. As organisations become more complex, the need and
circulation of proposals increases. Common errors include lack of
clarity, irrelevance and being difficult/boring to read. The
spontaneity of e-mail aggravates the number of type of errors
experienced. A short e-mail may contain a crucial proposal.
Documents are often read by people who have not met the author.
The document must often achieve our objectives by itself.
Proposals are often the result of extensive effort. If the
document fails - the previous work invested is wasted.
At school we were taught the written communication styles of
literature and ‘fine’ writing. In business, many of these rules do
not apply. Your business correspondence will not usually be read
for pleasure. The amount of documents has dramatically increased.
Our documents must compete with others.
This course is intensive, practical and interactive. It provides
the key skills and techniques required by successful salespeople
Who Should Attend
All salespeople. Even trained and experienced
salespeople will find this helps them to improve.
Duration
2 Days
Selling Skills (Sales Proposal) - Course Objectives
Participants will learn:
the considerations and constraints of a sales proposal
when to use a proposal and when not to
the key issues involved and how to handle them
the approach and considerations required in preparing a proposal
how to create a proposal that makes the prospect want to read it
the key elements to ensure the document is interesting
how to ensure their documents are understood
how to make their documents look appealing and easy to read
the key rules and pitfalls in presenting a document personally.
They will also learn how to handle questions
Selling Skills (Sales Proposal) -
Course Outline
The Role Of The Proposal In The Sales Process
As a visual aid
In ‘letters’
The proposal as a closing tool
When not to send a proposal
the difference between a proposal and a report
Preparation
Setting the objective
Profiling primary/secondary readers
Preparation, information gathering
Proposal Structure
The different sections and their purposes
Creating a logical flow
Meeting different reader’s needs
Using the ‘need-feature-advantage-benefit-proof’ sequence
Ensuring Your Document Is Interesting
Key factors in creating an interesting document
Ensuring The Document Is Understood
‘rules’ guaranteed to reduce/remove potential
misunderstandings
Common errors
Ensuring Readability Of The Proposal
A proposal is neither a novel nor an essay
The use of word processing readability indexes
The ‘fog index’
The structure of paragraphs
How to improve readability
Common errors that ‘turn off’ readers
Appearance Of The Proposal
Psychological factors
‘White space’
Binders
Presenting The Proposal Personally
Preparing for the personal presentation
The document as a visual aid
Consideration in the design of documents to be personally
presented
Common pitfalls
Developing an effective personal style
Handling objections and reservations
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