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10 rules to writing a winning sales proposal

Here\\\'s how to clinch a seven-figure contract.
By Louise M. Francisco |

With companies receiving tons of sales proposals from all kinds of vendors, a sales pitch that beats around the bush can expect one of the two things: the trash can or rejection, which are of course the same thing.

Peter Yap Esquieres, the founder of Filipino-owned Affinitas Insurance Brokers Inc., shares his successful strategies on how to clinch a signature for seven-figure contracts.

“A sales proposal is just the first phase of what you want to establish. Valuing one’s clients should be intrinsic to any other organization,” explains Esquieres.

He advises entrepreneurs to commit to a philosophy of serving, not merely selling, in order to build credibility, trust and lasting relationships with clients. Here are Esquieres’ 10 rules to writing a winning sales proposal:

1. Focus: Know your ultimate goal, that is, to get a sale

Having an objective will set the direction of the proposal, beginning with a clear track, followed by the sales presentation, final negotiation and closing the deal.


2. Make your letter sing a pleasing tone

Use a formal and positive tone, accompanied by utmost sincerity. This will show your potential client that you are not just after a sale, but also after satisfying your client’s needs.

3. Be concise

Recipients of proposal letters often do not have much time for reading. Hence, adjust the length of your letters to the amount of reading time that they have – send brief and concise proposals.

4. Emphasize the benefits clients would receive from sealing the deal with you

Be sensitive as regards the words you use – do not focus on what you want, but on what you can give to them. This will make potential clients realize the benefits they could get from your offer, tilting their reply to your favor.

5. Go beyond the sale

Think of the recipient not as someone who will give you a sale, but as someone who will give you a sale again. Make sure your letter does not suggest that your relationship with him ends with the sale. Build a mutually beneficial relationship with your client.


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