Sales proposals have two main objectives: convince a prospective client that he requires a specific product or service, and then persuade him that your company has the best product or service to fit his needs. A typical sales proposal usually contains several sections, including the introduction and separate sections analyzing the competition, advertising, creative issues and the budget. A short sales proposal, also known as a concept paper, limits itself to a cover letter, statement of problem, objectives and a closing.
Write a cover letter. Divide your cover letter into three sections. The first introduces you or your firm, the second articulates how and why your firm is interested in helping the potential client, and the third offers to meet with the client to discuss and demo your product offering. Close by thanking the client for her time and consideration, and include your telephone and email contact information.
Identify the problem the client is currently facing. For example, perhaps the client is having issues keeping proper financial records, or maybe they have no way to log when their employees arrive and depart from work.
Clarify your objectives by pitching your product or service. Use bullet points to highlight what the product is and what it does. For example, “The state of the art Time Clock-o-Matic 2000 accurately logs employee arrival and departure times with biometric finger reading technology.”
Summarize the problem, your proposed solution to the problem and how the product or service will address the client’s problem. Explain when the client can expect to see tangible benefits for purchasing the product or service. For example, “In just one month’s time, you will have a more accurate gauge of your employees’ tardiness, absenteeism and early departures.”