I get to see behind the scenes of a lot of proposals with clients.
and what most don’t realize is this:
prospects rarely say no because of what’s in the proposal
they hesitate because of what’s not being said…
They have an open loop in their mind that you’re not addressing:
• maybe they’ve never worked with someone like you
• maybe they got burned in the past
• maybe they’re nervous about something completely unrelated to your work
whatever it is
it’s your job to address it
What does that sound like?
•Client never worked with someone like you
-> find ways to have them preview experience working with you
•they got burned in the past
-> create a strong win-win risk reversal
•they’re nervous about something unrelated to your work
-> bring it up on the call:
“I might be completely off but I feel like theres something else here, can you help me pin point what that might be?”
Bottom line:
your job is to help them make a decision
not just to pitch a solution.
That means you have to bring to surface what they’re not saying
even if it’s not your responsibility
even if it’s outside your scope
even if it has nothing to do with your actual work
because that’s how trust is built.
And you will make them feel what few can do (or care to do):
They will feel heard.
They will feel seen.
And once you help them close the loop
they will be at ease to make a decision.