Most sales people spend too much time in the proposal phase. It can be very frustrating for both the sales person and managers alike to see so many opportunities in the phase that aren't moving or closing at the rate or schedule they would like. Most of the time when a sales person finds themselves with many opportunities held up in the proposal phase of their sales process, it is because those opportunities should never have been at that stage in the first place. Something was missed in the qualification and assess phase of the sales process.

Still, once you do reach the proposal phase, how can you speed up the approval process and improve your results?

1. Make sure it's a qualified opportunity. Before you write a proposal for a customer, confirm with them a) the level of detail they need to see, b) the key decision factors you believe they will be using for the approval process, and c) the scope, schedule, and price range you are expecting to propose. This step allows you to validate they are ready for the next step and you haven't missed anything important to closing the sale during the qualification phase.

2. Create a standard template. Too much time is wasted re-creating the wheel with each proposal a sales person writes. Or, more often, the proposal is rushed in our excitement to close the deal or because we are overloaded with work already. Either way, this causes mistakes to be made and key objections to be overlooked. You are still selling in this phase, so you must not get complacent. By creating a standard proposal template you use with EVERY sales proposal, you will not only save time by re-purposing information that should be included in all proposals (company background and legal terms), you also create an outline that forces you to remember to include all of the key elements to an effective proposal and present them in a professional, branded way.

3. Present the proposal "in-person" to uncover potential objections. Do your best to avoid "throwing the proposal over the fence." Don't email or fax the proposal to the customer until you've either met with them or called them to review what is included within the document. This step allows you to be sure you haven't missed any detail necessary to close the deal. End this conversation with closing questions (Have I included everything you need to see to approve this proposal? What is your approval process and timeline? Is there any reason you can see why this proposal won't work for you?). Then, ASK FOR THE ORDER (i.e. Do you expect to sign this proposal by Thursday and begin work next Tuesday?)! Or, consider developing the proposal WITH the customer and having them buy off on the details before you send them the document for signature. This is a tough one. We have trouble adhering to it as well. However, when we do...our close rate skyrockets and our time is better spent!

Following these steps allows you to move more quickly from PROPOSE to CLOSE! As you do, monitor your monthly close ratio (how many did you write and how many did you win) and sales cycle length (how long did the opportunity sit in close) to determine how you are doing with this critical step.

Remember, by the time you get to the proposal phase you should have a 50% or better chance of winning the business! If your probability (or current close ratio) is lower than 50%, you need to evaluate your lead qualification process for breakdowns.