Sales proposals:

why more than one page is a waste

By Paul Weyland



A good proposal for a local direct client seldom ever needs to be more than one page long. Here is a great formula for doing effective one-page proposals that's as simple to remember as the letters S-O-S.

I have had several clients show me the unbelievably complicated and confusing advertising proposals they received from other radio and television stations. Some were actually bound like books and contained more than 20 pages of graphs, charts, rate cards, "packages" and signal maps. Often the only customized thing on the proposal was the cover page.

I've also known salespeople who spent a majority of their time sitting at their computer creating volumes of text and graphs that nobody wants to read. In fact, multi-paged proposals often do more to scare, intimidate and confuse a client than just about anything else. And, as I noted, seldom are they ever even read.

Remember that we're trying to convince local direct clients that advertising with us is a logical and easy thing to do. So, why make the proposal look so complicated?

Here are the elements you need in any good proposal. They could be formatted on just one page and they spell S-O-S.

* SITUATION-A brief overview of how you interpret the client's specific marketing and advertising challenges based on information you've gotten directly from the client, key employees, his website or advertising the client has done.

* OBJECTIVE-A brief description of what you and your station specifically hope to accomplish based on the situation described above. You would include a return-on-investment (ROI) calculation for the number of listeners or viewers your campaign might generate based on your client's average sale, profit margin, your station's total CUME audience and your average rate. The point here is to come up with a campaign goal that both you and your client think is reasonable and attainable. (Get a free trial of the Paul Weyland Mediator ROI calculator here).

* STRATEGY-A concise strategy on how you propose to accomplish your objective. Here is where you focus on the creative and scheduling strategies that you will need to achieve your client's ROI goal. Use clear and concise language that your client will easily understand. Show your client that your mutual ROI goal looks like a good calculated risk. Your schedule cost would be included here as well, but not in such a way that it leaps off the page. Although the cost of a schedule is usually the most negative thing in your proposal, I've actually seen proposals where the price was the biggest and boldest font on the page.

Here are five great reasons to use a simple, succinct one-page proposal.

1. A customized one-page proposal is much better than a media kit. Media kits can be overwhelming for someone who has no experience with using your advertising medium. A customized idea on one page helps make your business with the client look simple, logical and solution-oriented, rather than confusing and complicated.

2. Client proposals are never set in stone. In fact, they are always flexible. You should always use them to facilitate negotiation. This is why your one-page proposal is the ultimate tool for drawing out client objections, which you must do in order to close a sale. Your concise one-page proposal helps you stay focused on your client's business and draw out any objections he might have.

3. A one-sheet helps you organize your thinking. It serves as a script or "notes" for you. You are less likely to omit an important point. You appear more professional and are more likely to impress the client. In fact by following this method, your presentation skills will become greatly enhanced. It helps develop your thinking in a more straight-ahead and logical way.

4. You are bringing a legitimate idea-something of value to the meeting. Most media salespeople show up either empty-handed or often worse, armed with a confusing and generic media kit. Your one-page proposal helps you look like you've done your homework.

5. Each time you work on a one-sheet, you become more of an expert in different customer categories, handling objections and properly managing client expectations.

Don't expect to sell your one-page idea in that first meeting. Expect that the client might say no to at least some of the points in your proposal. The idea is for the one-sheet to evoke a response in the form of objections. Be prepared to listen so you can respond appropriately.

If your idea is really good and that particular client doesn't buy it, do more research, customize it for a new client in the same business category-and pitch it again.

Paul Weyland is President of Paul Weyland Training Seminars.
He can be reached at (512) 236-1222
or be email at [email protected]