Are You Wasting Time on Proposals?
Salespeople often invest 5 to 20 hours a week preparing proposals for business they hope to win—only to see most of these efforts go unrewarded. If you're frequently creating proposals for unqualified prospects, it's time to rethink your approach.
Why Do Salespeople Feel Compelled to Send Proposals?
Despite knowing a proposal may not lead to business, many salespeople still feel obligated to provide one. Common reasons include:
The prospect asked for it.
Fear of losing the opportunity if they don’t submit a proposal.
A belief that a proposal will showcase additional services or solutions.
The assumption that a detailed proposal will solve the prospect’s problem.
Lack of confidence in questioning prospects effectively, relying on the proposal to fill in the gaps.
Shifting the Power Dynamic in Sales
In traditional sales, prospects hold the perceived “upper hand,” expecting salespeople to comply with their requests. However, from a Sandler perspective, sales should be an equal partnership. Not every prospect is meant to be a customer, and salespeople must qualify opportunities before investing time in proposals.
When Should You Send a Proposal?
Before agreeing to send a proposal, ask yourself:
Why is the prospect requesting a proposal?
What will happen after they receive it?
Often, prospects want to compare multiple proposals or need to gain internal buy-in before making a decision. Instead of immediately agreeing to provide one, use Sandler’s “Let’s Pretend” technique:
“Let’s pretend the proposal meets all your requirements—what happens next?”
This technique helps uncover the true purpose of the request and ensures your proposal directly addresses the prospect’s specific needs.
The Cost of Unqualified Proposals
Many salespeople rely on proposals as a means of staying in the running rather than as a strategic tool for closing deals. However, statistics show that the majority of proposals do not convert into sales.
Track Your Proposal Metrics
To evaluate the effectiveness of your proposals, track:
The number of proposals written
The time spent preparing them
The number of people involved
The number of proposals won
If the win rate is low, it’s time to reassess your strategy and focus on more qualified opportunities.
Avoid the Trap of Unpaid Consulting
Salespeople often give away their expertise by providing detailed proposals that outline exactly how to solve a prospect’s problem. Unfortunately, this can lead to unpaid consulting, where the prospect takes your ideas but never moves forward with your solution.
Instead of using a proposal to communicate your value, develop strong questioning techniques to qualify the opportunity before investing time.
Guidelines for Sending a Proposal
To ensure your proposals are effective and worth your time, follow these key guidelines:
Set an Up-Front Contract – Clarify what will happen after the proposal is sent.
Only Address Discussed Issues – Focus strictly on what the prospect has confirmed as a priority.
Present to Decision-Makers – Ensure the proposal is reviewed by those who can take action.
Measure Proposal Success – Track proposal-to-close ratios to determine efficiency.
Understand the Prospect’s Criteria – Ask why they need a proposal and what factors will influence their decision.
Final Thought: Stop Wasting Time on Unqualified Proposals!
A well-qualified prospect doesn’t just request a proposal—they actively engage in the sales process and express genuine interest in moving forward. By refining your qualification approach, you can focus your time on closing deals rather than creating proposals that go nowhere.
Take the Next Step in Improving Your Prospecting Strategy
If you're looking to refine your approach to prospecting and ensure you're investing time in the right opportunities, check out Sandler’s whitepaper on 6 Modern Prospecting Mistakes. This resource will help you avoid common pitfalls and improve your overall sales efficiency.
Download the whitepaper now and start closing more qualified deals today!
