Prospecting with One-Page Proposals

Here's a logical technique that will vastly improve your sales department's direct business closing ratio. Instead of going out on a "fact-finding mission" or a "needs assessment" session, take a custom one-page proposal with you to your FIRST meeting with a direct client.

There are several advantages to this type of approach.

1. A customized one-page proposal is much better than a media kit. Media kits can be overwhelming for someone who has no experience with using your advertising medium. A customized idea on one page helps make your business look simple and solution-oriented rather than confusing and complicated.



2. The one-page proposal is the ultimate tool for drawing out client objections, which you must do in order to close a sale. It serves to immediately focus the conversation on the client's business.



3. A one-sheet helps you organize your thinking. It serves as a script or "notes" for you. You are less likely to omit an important point. You appear more professional and are more likely to impress the client. In fact by following this method, your presentation skills will become greatly enhanced. It helps develop your thinking in a more straight-ahead and logical way.



4. You are bringing a legitimate idea, something of value, to the meeting. Most media salespeople show up either empty-handed or often worse, armed with a confusing and generic media kit. Your one-page proposal helps you look like you've done your homework.



5. Each time you work on a one-sheet, you become more of an expert in different customer categories.

Here's what goes into a good one-page proposal.

But before you ever call the client, first you must do some PRESEARCH (Radio and Television Guru Tony Schwartz says REsearch is something you do after the fact. PREsearch is something you do before). If the client has an Internet site go there and find out as much as you can about his business. Go to related industry web sites. Go to the Yellow Pages and the newspaper. Read industry shop magazines. Talk with the client's employees. Look at the web site of the client's competitors and any advertising they do. Go to the client's location and make sure there are no glaring marketing problems.

Then based on your understanding of the client's business, write a simple one-page proposal. Start your proposal with the headline, "SITUATION." Then based on your analysis, in one or two paragraphs, write a synopsis of your interpretation of the client's current marketing and advertising program.

Next, under the headline "OBJECTIVE", define a mission statement. That is, write in a paragraph or two, logical ways you and your audience could help the client increase traffic and revenues.

Finally under the headline "STRATEGY", write down specifically how your idea would work for the client. Include logical elements like your weekly cume audience number and how few average sales the client would have to make in order to pay for your schedule. Include your reasons for your suggested schedule and be sure to mention the psychology behind any spec copy (which could be included on a separate page).

SITUATION, OBJECTIVE, STRATEGY. All on one sheet of paper. A concise idea based on client research and logical thinking. Clients love it.

When you have finished your one-sheet, call the client and suggest that you have an idea that is likely to increase his traffic and consequently his revenues, with minimal potential risk.

Don't expect to sell your one-page idea in that first meeting. Expect that the client will say no to at least some of the points in your proposal. The idea is for the one-sheet to evoke a response in the form of objections. That's what you want. Be prepared to listen so you can appropriately respond. The client may tell you that nothing about your idea is practical. That's fine, as you will ask questions and find out what the client really does need. Then all you have to do is revise or rewrite the proposal based on what you have learned from the client.

In other words, the one-page proposal is a great way to do a "needs analysis" first meeting without appearing as if you know nothing about the client's business. Plus, it does give you the opportunity to immediately begin pitching and closing.

If your idea is really good and that particular client doesn't buy it, do more research, customize it for a new client and pitch it again.

As salespeople use this method, they will get better and better at writing and presenting ideas. They will become better at handling client objections, closing and ultimately managing client expectations.







Paul Weyland: 5450 Bee Cave Road, Suite 1-C, Austin, Texas 78746, 512-236-1222, paul@paulweyland.com
©Copyright 2001 Paul Weyland Sales & Marketing. Web development: Stylefish.