Writing asales proposalor technical brief is a crucial step in the sales process. Although this task requires time and attention, many companies underestimate its importance and simply modify existing templates. However, a well-crafted proposal is a powerful tool for convincing prospects and turning opportunities into signed contracts.
To maximize the chances of commercial success, it is essential to take a strategic approach when creating these documents. Instead of offering generic content, professionals benefit from personalizing their proposals and highlighting the specific solutions they provide to their potential customers' problems. This targeted approach can significantly increase the conversion rate of proposals.
The commercial proposal is an essential document in the sales process. Unlike a simple quote, which is limited to financial aspects, the commercial proposal (sometimes called a "propale") is a complete file intended for prospective customers before signing a contract.
This document is characterized by:
The sales proposal plays astrategicrole in thesales processbecause it summarizes the offer while demonstrating an understanding of the prospect's challenges. It must be personalized and compelling in order to stand out from the competition.
The technical proposal is a specific type of commercial proposal, generally used in the context ofcalls for tenders. This document, sometimes referred to as an explanatory memorandum or methodological note, allows the technical quality of the proposals submitted to be assessed.
Main features of the technical report:
| Appearance | Description |
|---|---|
| Context of use | Primarily in public procurement |
| Objective | Technical evaluation of the bid |
| Protection | Covered by industrial and commercial secrecy |
| Claimant | Public or private purchaser, project owner |
The technical proposal is particularly important in public procurement, where it meets the requirements of transparency and fair competition. It represents the company's voice to the evaluation committees and must demonstrate precisely how the company intends to meet the needs expressed in the call for tenders.
Developing a relevant commercial offer is a key factor in the sales process. It acts as a bridge between your prospects and your company, effectively transforming interested parties into loyal customers.
The figures speak for themselves:35% of the final purchasing decisionis based on the quality of the commercial proposal. This document should therefore not be overlooked in yourdevelopment strategy.
A well-structured offer demonstrates several essential aspects:
In the context of public procurement, the technical proposal is of paramount importance. This document generally accountsfor 40% of the total evaluationin a tender. Its quality can therefore make the difference between winning or losing a contract.
Forcompanies wishing to stand outin a competitive environment, investing in the draftingofcompellingsales proposalsnot only guarantees increased sales but also their long-term viability in the market.
Customization is the fundamental element of a successful sales proposal.Approximately 75% of sales proposalsare considered too generic and do not precisely meet customer expectations. To avoid this pitfall, focus your proposal on the specific needs of the prospect.
The success of a sales approach depends on your ability to:
Beware ofthe risks associated with copy and paste! This practice can lead to:
Customer loyalty begins with paying special attention to each prospect. Take the time to analyze their expectations in order to create aunique proposalthat meets their specific objectives.
An effective sales proposal or technical brief follows alogical structurethat guides the reader towards your solution. Here are the essential elements to include:
| Section | Content |
|---|---|
| Introduction | Concise presentation of your company and services |
| Analysis | Summary of the prospect's needs and challenges |
| Solution | Details of your proposal and resources used |
| Profits | Concrete benefits supported by examples |
| Pricing | Clear financial proposal and payment options |
| Summary | Summary of the key points of your offer |
The writing process must follow a consistent thread. The communication methods used must be tailored to the client's industry. In the case of a call for tenders, strictly adhere to the structure requested in the specifications.
The form of your business proposal is almost as important as its content. A well-presented document reinforces your credibility and makes it easier to understand your offer.
To improve the readability of your document:
Short, well-spaced paragraphs make for easier reading. Judicious use of graphs, tables, and diagrams helps illustrate your points and reinforce the impact of your message.
For companies looking to increase their online visibility, incorporate digital marketing elements into your proposal. Mention how your solution fits into an overall marketing management strategy that meets the expectations of today's consumers.
Place complex technical details in an appendix so as not to weigh down the main document. This approach allows you to keep the reader's attention focused on the essential points while providing the detailed information needed for decision-making.
Creating sales proposals represents a considerable investment of time for companies, particularly SMEs.Specialized digital toolsoffer significant advantages over traditional word processors:
These platforms are part of the digital transformation of businesses and significantly accelerate the sales cycle. The useof specialized tools for technical memoryis becoming a strategic element for companies seeking to increase their commercial efficiency.
Beyond the tools themselves, calling on professionals to structure your sales proposals offers several advantages:
Professional support enables the implementation of a genuine digital strategy around your commercial documents. This approach generally includes:
| Phase | Description | Profit |
|---|---|---|
| Initial audit | Analysis of your current documents | Identification of areas for improvement |
| Design | Creating custom templates | Consistent visual identity |
| Writing | Development of persuasive content | Clear and impactful messages |
| Integration | Implementation on a digital platform | Ease of use on a daily basis |
| Training | Getting started with the tools | Autonomy of sales teams |
Well-structuredtechnical proposal templatesenable you to respond effectively to calls for tenders and stand out from the competition. Artificial intelligenceArtificial intelligence is also beginning to play a role in optimizing these documents by suggesting improvements based on data analysis.
The combination of powerful digital tools and professional expertise is a powerful lever for transforming your sales proposals into real conversion tools.
