The problem with most proposals (or “pitches”, if you prefer) is how the price is communicated to the client.
Here’s how 99% of proposals are structured:
- Here’s who we are (trust us, we’re legit.)
- Here’s what we’ll do for you. (we’ll do anything!)
- Here’s what it will cost. (this is how much we think we can get away with)
- Pay us!
The problem with most proposals or “pitches” is how the price is communicated to the client. For those of us who bill for time, it’s usually something like: This marketing (or PR or sales campaign etc) project will take between approx. 30 to 40 hours, At a project rate of £100/hour that would come to between £3,000 and £4,000. Or, perhaps: This project will take approx. 10 working days @ £300/day = £3,000
For other businesses, it’s usually a single price – the product costs X. Though we may “load” the price a bit to leave a bit of haggling room for the prospect.
Either way, it’s important to understand you’re not selling time or your experience, but instead selling products that accomplish some sort of solution.
Once you’ve done this, and you begin to look at yourself as a “solutions provider” (pardon the jargon), and can then create “offers” in your proposals that reach a solution the prospect is looking for.