sales proposal

How to prepare a commercial sales proposal? Focus on customer needs!


It can sometimes take months (in some industries with a long sales cycle, even years!) to close a sale and shake hands at the conference table.

But for everything that was decided there to be properly enshrined, it is necessary to prepare a commercial sales proposal that is signed.

And after all this effort, all the phone calls and e-mails exchanged, meetings and visits, have you ever thought about losing a sale by sending a commercial sales proposal that displeases the customer?

Bonus: make your team achieve high sales performance with our CRM platform

Agenda is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.

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Well, it can happen!

To prevent this from happening to you, we’ve put together this handy guide on how to make a business sales proposition that goes straight to your customer’s heart and mind.

So, in addition to delighting him, he will have concrete reasons to sign on the dotted line!

How to prepare a commercial sales proposal?

To put together a business proposal, it is necessary to deeply understand the customer’s needs and, furthermore, how your company’s solution will help you solve a problem.

Thus, it will be possible to show clearly and persuasively why he should acquire this solution.

But how to make a commercial proposal in practice? Follow these 5 tips:

  1. Objectivity in the initial topics of the commercial sales proposal
  2. Benefits of our solution
  3. Diagnosis
  4. success stories
  5. Testimonies

When making the commercial sales proposal, two aspects must be taken into account:

  • The formal: information that cannot be missing from the proposal and that is usually expected by the client
  • Closing the sale itself: the sales techniques you should use to get the customer to actually sign the proposal, convinced they’re getting a good deal

About the formal part, it usually follows an order of topics something like this:

  1. Identification of the parties (contractor or buyer and contractor or seller)
  2. Table of Contents or Index
  3. Company presentation
  4. Goals
  5. Methodology
  6. Scope
  7. Schedule
  8. investment values
  9. Attachments

Sounds pretty dull, doesn’t it?

And it is!

That’s why you should focus your attention on a few other topics that we’re going to include between the company presentation and objectives and that will be much easier for your customer to digest.

If you want to go deeper into the formal part (which will also be necessary when making a commercial sales proposal), read this other post from our blog: How to assemble a perfect service proposal

See now how to prepare a commercial sales proposal that wins your customer!

5 fundamental tips for making a business proposal

Learn how to put together a commercial sales proposal that highlights the value of your products or services and shows your customer all the benefits that your solution will bring to the company and to his/her workday, solving problems and bringing results.

1. Be objective in the opening topics

There’s no way, you’ll have to start by identifying the parts.

Make this as clear and simple as possible, so that your client doesn’t waste time like this: corporate name and CNPJ, eventually location of headquarters.

Next, it is expected that there will be a presentation of the company, but don’t worry about presenting too many details, this will only take the focus off your client.

Restrict yourself to the field of activity, company origin, size, number of branches.

One or two short paragraphs.

If you want to give a broad presentation of your company, with financial data, graphics, mission, vision and values ​​and other information that does not interest your customer at all, add an asterisk at the end of the paragraph with the phrase: more information in the appendix.

  • For example: We are a company specializing in supply chain management solutions through exclusive software that has helped more than a thousand organizations in Brazil to save, on average, 15% of their transport and logistics costs.

Prepare commercial proposal

2. Present the benefits of the solution

That’s right: get to the point!

No bullshit, show why your solution will solve the customer’s problems.

There are usually 3 possible benefits to a business:

  • increase your profits
  • Reduce costs
  • Prevent or reduce risks

Explain how your solution will deliver each of these benefits to the business, if any.

In most cases, the focus is on just one of them. Explain how this will happen.

Make it clear, but without going into detail, which features, technologies or functionality of your solution will ensure these benefits.

But remember: the focus is not on the features of your product or service, it is on the benefits it brings.

  • For example, we’ve reduced, on average, delivery time by 15%, delivery costs by 20%, and we’ve increased your customer satisfaction by 20% when it comes to deliveries of your products.

3. Perform a customer diagnosis

Through the diagnosis, you will be able to show the customer that you have studied their business and know exactly how to help them.

Make him realize that you and your company are subject matter experts and have the experience to solve his company’s problem.

Present data and statistics (without being boring and detail-oriented).

Quote quotes from people you spoke with at the company and how these needs they present will be met by your solution.

Make it clear that your business’s desire is to help solve their problems and that you are sure that everyone will benefit from this business commercial partnership.

In the end, subtly show the consequences of not adopting your solution and how it will hurt your customer if you don’t do it soon.

  • For example: One way to organize this reasoning is to use the 4 question types in SPIN selling as a step-by-step guide to present your arguments:

4. Present success cases

Nothing better than showing cases where your company offered this solution to other companies and they achieved the desired results.

Use graphics, illustrations, media news and anything else that can prove your solution works.

Give preference to cases that are as similar as possible to the client’s company.

In order to have this type of information when preparing a commercial proposal, keep your customer relationship data properly filed and organized.

5. Gather customer testimonials

Cases will influence the client’s rational side, testimonials are more efficient to influence the emotional side

Reading testimonials from entrepreneurs, CEOs, directors, managers and other employees about how their solution has benefited their companies brings a broader context to the argument.

Cold and graphic numbers are one thing, the other is praise from people who, at times, are even known to your client.

For example: 

“Agenda is an easy system that delivers results”

MARIE TIMONER – Sales and Marketing Head

“This year’s numbers, compared to 2016 numbers, are 22% to 25% higher”

RICARDO CARVALHO – Commercial Director Remise Consortium

“We managed, through this methodology, to create a culture of customer service”

EDUARDO RODRIGUES – Founder Roman Sales

You can also use video-recorded customer testimonials, they are much more effective. To do this, leave a link to the video in your commercial sales proposals.

After this topic, proceed with the remaining steps of a commercial proposal.

They are important, but what will close the sale are these opening arguments.

In addition to the business proposal, create a striking presentation to delight your customer. In fact, the ideal is to take the commercial proposal personally to him.

And if you look good in the proposal, the chances of your client being interested in it are much greater.

Are you looking for an example of a commercial proposal, a model that you can use, just complete with your company data and the characteristics of the customer and the solution sold?

So, download our free template and illustrate your proposal with a look that will impress your customers:

The importance of sales follow-up

Once you’ve created the business proposal, you’ll need to keep in constant contact with the prospect.

This is called customer follow-up, when you exchange messages, phone calls and even make visits to them, in order to guide them to the closing of the deal.

For this, you must have the attitude of a consultant, an expert in the client’s business and that you have many contributions to make to them. Make it clear that your goal is to solve problems, not necessarily sell your company’s solution.

Here are some more follow-up tips to use when contacting your prospects:

  • Before contacting us, research the history of recent conversations.
  • Always end a contact by setting a date for the next conversation;
  • Make these appointments so that you can always be on the lookout and never miss any of them;
  • Whenever the customer comes into account, respond as quickly as possible, immediately if you can;
  • Never call a customer without a specific goal;
  • Before starting to talk, when making a call, ask if the customer has time to talk;
  • Always be thankful for the time spent caring for you by the prospect;
  • Keep the client’s pain on the tip of your tongue;
  • Keep in mind, too, how to work around objections he might raise.

You saw the importance of follow-up after submitting a business proposal. But how to avoid forgetting an appointment with the client?