Formulate a general statement of the target company’s main need.
EXAMPLES
1.
In an increasingly competitive business world, how you communicate with your customers and how they communicate with you is vital to the continued success of your business. By exploring new ways to make those communications efficient, you increase your competitive advantage and make telecommunications an integral part of COMPANY’s strategy for success.
2.
Even though there are computers on just about everyone’s desk, productivity hasn’t increased during the last ten years. The reason is that most people have replaced other machines (typewriters and calculators, for example) with a computer. It is important for your company to achieve maximum productivity from your investment in its people and office machines. The gap between using a computer as a typewriter or a calculator and using it as a productivity device (saving time and being more creative) is bridgeable by learning more about what your computer is capable of doing.
3.
Having recently become a father for the first time, you have come to realize that planning for the future is more important than it once might have been. Making sure that your child faces a bright future is a desire that we all have.
Specific Needs of Target Company
Make a few statements about some very specific needs of this company or individual. The key to winning the business will likely revolve around how well you know and understand the real needs of your customer. If you don’t get this right, you may be proposing an inadequate or incomplete solution to your customer’s needs. Bullet points are effective.
EXAMPLE:
John Doe has identified several needs within your organization. Your current specific needs are to:
• decrease costs
• improve productivity
• consolidate vendors
• upgrade job skills
• improve coverage
• secure the future
Recommendation Summary
ABC Company has reviewed the objectives of COMPANY and is the ideal resource to meet these objectives. We can provide a wide variety of options tailored to fit your business needs.
Benefits
This is Salesmanship 101 - find out the needs, show the customer the features and benefits of your product or solution.
EXAMPLE:
Based on your business objectives, we recommend [products, services, etc.]. The benefits of the ABC Company solution are
• reduced costs
• state-of-the-art technology
• single point-of-contact
• reputable vendor (financial strength, years in business, etc.)
Financial Impact
Show your customer the impact of your course of action will have on his business. Sometimes this may not be relevant or may be hard to quantify. If that is the case, don’t use this as you will confuse the poor fellow.
EXAMPLE:
Based on your current business needs implementation of this solution results in this financial impact:
Monthly savings $XXX.xx
Annual savings $X,XXX.xx
What Your Company Will Do For Them
These are the results of going with your company. Never promise something you can’t deliver.
EXAMPLE:
ABC Company offers COMPANY a unique opportunity for high quality service while focusing on the bottom line. By implementing this proposal, ABC Company will
• increase you profits by reducing costs
• maintain or increase the quality of your service with state-of-the-art technology
• consolidate vendors to a single-point-of-contact
• provide premier customer service
• increase the productivity of your employees
• increase your coverage without increasing costs or risk
Your Business Objectives
In the international widget industry, products play a critical role in business success. ABC Company understands that we must satisfy your specific needs to wind and keep your business. With this in mind, our analysis included
• analyzing your current situation
• consulting with your other vendors
• surveying select employees
• discrete financial analysis
Based on this analysis and discussion with COMPANYis personnel, we identified the following needs:
• Cost for [product] continues to rise to unacceptable levels. In the past, COMPANY has attempted to decrease these costs by using various vendors, with marginal or no success.
• Your ability to conduct business has been negatively affected by [lack of service, product deterioration, etc.] It is important to COMPANY to have an efficient and reliable product source.
• COMPANY has been dissatisfied with your vendors’ responsiveness after the sale. Not only must COMPANY contact multiple vendors to resolve problems, but the response is frequently slow. At times, it is unclear how to contact vendor’s customer service department.
In addition, because COMPANY continues to grow and requires additional [product, service], you’ll need a [product] vendor that can provide high quality, secure, state-of-the-art services.
Recommendation
In response to the specific needs and issues and to the business objectives that COMPANY’s staff have expressed, we recommend the following ABC Company solution: [products, services, etc.]
Outline specific components of your recommendation, for example, types of products, number of locations, any accessories, etc.
Insert appropriate product information for your recommendation
Product description
- features description
- benefits
Product description
- features description
- benefits
In summary, the ABC Company solution will align your systems with your business strategy.
Place any product financial information here such as cost comparisons with competitive or present products. Keep it simple, preferably in table or graphic form for easy understanding.
Product Information
Insert complete product information here. A good source for text is your own marketing materials, brochures, handouts, marketing department, old proposals, etc. Make sure you follow the old rule of listing features and benefits.
EXAMPLE
Accounting Codes
After each call, ABC Company dials a 2 or 3-digit accounting code that you assign. The code identifies the call on the invoice as belonging to a particular department, client or project. Calls cannot be completed if the code is not entered. You can assign or reassign up to 999 accounting codes as needed.
Benefits
• Helps you identify abuse through accountability.
• Lets you bill back long distance charges by client, department or project.
• Saves accounting time and costs by detailing the invoice for you.
• Because you have up to 999 accounting codes, you have all the flexibility you need to assign and reassign codes as needed. The control is in your hands.
Pricing
This is where you will want to include your general pricing information. The specific bid information should be placed above in the section entitled “ “. This shows them what else might be available that they had not considered, serves as a reference source for future needs and may show them how much they are saving by being such a good customer of yours if you are granting them quantity discounts.
Implementation Plan
When COMPANY accepts this proposal, we will begin this action plan to implement this proposal:
• Return signed copies of all orders, purchase orders, contracts.
• Ship your product, activate your service, start your coverage, etc.
• check your [service,product] after [installation, shipment]
• test service, follow-up
COMPANY’s order will be personally followed through the appropriate phases to ensure a smooth transition to ABC Company. In addition, your [product, services] will be reviewed after [shipment, installation] to ensure COMPANY receives every possible benefit from ABC Company.
Support Team
Premier customer service is an area in which we have a long-standing reputation for excellence. ABC Company will provide COMPANY with all the support necessary to guarantee a proactive rather that a reactive level of service. This means that ABC Company can and will meet any change in your needs.
Although our products make us a better {...} company, it is our people who set us apart. The members of the following ABC Company’s Support Team will be personally responsible for assuring that all COMPANY’s objectives are met.
John Doe
Senior Account Executive. Leader of your Support Team. Responsible for developing customer product applications and solutions. Recommends most efficient and effective ABC Company solution. Overall responsibility for account management. Please call ...
Richard Roe
Customer Service. Responsible for coordinating shipment, installation, implementation, provides on-going customer service contact, handles billing inquiries and adjustments. Please call ...
Joe Dokes
Technical Support. Responsible for designing your custom product, plan, etc, so that you receive the greatest possible benefit from your ABC Company product, service and to provide data and technical support to your support team. Please call ...
Customer Service Hot Line
A COMPANY Customer Service Representative is available seven days a week, 24 hours a day to handle any problems with your service and product. Please call ...
Corporate Overview
A thorough history of your company
Include:
Date of Founding
Where corporate headquarters are located
Scope - how many countries, amount of revenue, etc.
Number of employees
Organization of company
Technical accomplishments - if applicable.
Product innovations, if applicable
Company objective
Capabilities
Short summary f basic products
Summary
The purpose of ABC Company’s analysis has been to identify methods of assisting COMPANY in the achievement of its profit-oriented goals.
Analysis of ABC Company’s needs reveals that by implementing the ABC Company recommendation, COMPANY will realize a net profit improvement. This is achieved by substantially reducing current [product , service] expenditures.
The ABC Company solution, (list product or service proposed] not only provides COMPANY with an attractive price, higher quality, and another source of supply, but will also reduce initial expenses due to our current promotions.
Through ABC Company’s superior “hands-on” approach to the customer service team, implementation of services will be accomplished in a timely, professional manner, with frequent follow-up visits with appointed COMPANY staff. It is ABC Company’s intent to earn a strong, trusting relationship with COMPANY secured through quick, smooth service transition and organized, open communication between both companies. The ABC Company customer service team will be available 24 hours a day, 365 days a year.
In short, ABC Company’s recommendation presents a lucrative business opportunity in positive financial terms, superior product quality, and dedicated customer support.
ABC Company respectfully requests your serious consideration to begin a long-term, solid relationship between ABC Company and COMPANY.
References
I think it goes without saying that only put those companies or individuals on this list that you have previously contacted and have given their approval to be used as references. A neat little trick some people use is to call the ones listed last so make sure that they all are good references.
