Analyzing Prospect Needs: Stage 4 of the Sales Cycle

Welcome back to the stages of the sales cycle series. The fourth stage is analyzing prospect needs. You’ll have to address those needs with a personalized solution.

Learnings from the customer needs analysis (CNA) provide you with the insights you need to develop a relevant proposal.

Ensuring the Proposal Addresses Prospect Needs

These tips will be crucial in delivering a compelling proposal an organization simply cannot refuse.

1. Restate the need.

You listened to and learned from your prospect; it’s time to prove it. Reiterate what you heard, and catch their attention from moment one. Hook them up front so they’re ready to dive into the rest of the conversation.

2. Introduce your concept.

This is your big “Aha!” moment. Focus on how your solutions will address the prospect’s specific needs. This shouldn’t be a generalization of how great your products are or general stats. Showcase that you heard their needs and analyzed them to develop a targeted plan.

3. Summarize the action plan.

Bullet each step you plan to take with your proposal. From research-gathering and internal meetings to a campaign kickoff and implementation, easily show them what the process will look like so they know what to expect.

4. Spell out the investment.

For most prospects, this section could be a make-or-break scenario. Itemize each cost so that if your customer can’t afford the whole package, you can break it down into something more manageable. Make sure you are transparent with the costs you include.

5. Always be confirming (ABC).

While you’re going through your proposal, ask if points make sense along the way. This keeps the process moving and frees up time at the end of your proposal to discuss the future. It’s more productive than going back through to re-explain a line item or answer a question.

6. Create an appendix.

A proposal can get extremely lengthy with details that may derail your prospect’s attention if not configured in the right way. Keep the solution the focus of your conversation, but don’t hesitate to include other highlights.

7. Include proof points.

A prime example of something perfect for an appendix is a success story or testimonials. Share similar client successes like theirs to set expectations and give them a clear picture of what it’s like to work with you.

8. Specify a call to action (CTA).

What do you want your prospect to do once you get to the end of your proposal? Make the CTA specific. Additionally, learn how to read a prospect if they aren’t responding to your CTA. You don’t want to waste time on someone who checks out.