Come scrivere una proposta commerciale che conquisti nuovi clienti

Un blog ospite di Adam Hempenstall (CEO e fondatore di Better Proposals)

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Fotografo: Brad Neathery | Fonte: Unsplash

Che vi piacciano o meno, le proposte sono una delle parti fondamentali per ottenere nuovi affari nel 2019 e oltre. Mentre la maggior parte delle aziende si concentra sui modi per migliorare la propria offerta, poche si concentrano sull'apprendimento di come scrivere una proposta commerciale per ottenere più clienti.

However, writing great business proposals is anything but rocket science. All it takes is nine proposal elements that you need to get right and every proposal you write is sure to convert. Here are those elements and how to get each of them right to create winning proposals, spending a fraction of the time you’re used to.


1. Iniziare con un modello

Much like every other part of sales, proposal writing needs to follow a pre-established procedure. When there’s a new inbound lead, you don’t guess what needs to be done. The sales team is already on it to book a call, schedule a demo, arrange a free trial or whatever fits into your business model.

It’s the same with proposals – you can establish a pre-set template for proposals and follow it every time. As part of at tool like Better Proposals, you can choose proposal templates for different industries, such as design, marketing, SEO, social media, consulting and many others. These will work great if you’re just starting out and you can edit them according to your needs – and learn how to write a business proposal more quickly.

Uno screenshot di un modello Better Proposals per scrivere una proposta commerciale
Un modello di esempio da Better Proposals

Now, go one step further. Take one of these templates and write one business proposal that is incredible in all aspects. The copy, the offer, the arrangement of the designs and sections, the whole shebang. Once you have that, there is your ideal proposal template. You can re-use it again and again, just editing a few main spots – the introduction, the pricing, the detailed specification and so on.

Templates save you time and make the writing process much more efficient. They make proposal writing a lot less about actual writing – which is excellent news for busy business owners and sales professionals.


2. Fare un'introduzione fantastica

You can tell a lot about a person by the way they introduce themselves. Likewise, you can tell quite a lot about a company’s offer by their proposal introduction. This is no wild guess either – we’ve found through research that clients spend the most time reading the proposal introduction (34.6% of total time) along with the pricing section (27.1%).

You’re all set to write a business proposal. But what does an awesome introduction include? To start off, it needs to heavily rely on the information you get before writing the proposal. Meetings, demos, discovery sessions – use the information about the client and their needs from each of these and write it down carefully to write a business proposal that works.

Una foto delle mani di una donna sulla tastiera di un Mac in procinto di scrivere una proposta commerciale
Fotografo: Ilya Pavlov | Fonte: Unsplash

Utilizzando queste informazioni, create un'introduzione in cui:

1. Dichiarate chi siete e cosa fate

2. Show that you understand the client’s pain points

3. Mostrate come potete risolvere efficacemente questi punti dolenti

Many introductions flop for one reason – the person behind them doesn’t know enough about the client. They may end up focusing on the wrong aspect of the offer. For example, someone offering SEO services could focus on justifying the service cost, while the client may be more concerned about getting in top of search results for their region.


3. Fornire una specifica dettagliata

While the introduction was the hook of the proposal, this is the part where you let the client know exactly what you’re offering. As the name of the section says, go deep into detail to outline your offer. For example, if you’re offering a website redesign, you can include:

– How many pages you will be redesigning

– What elements you will be working on (wireframe, logo, banners, etc.)

– What you will need from the client (page copy, vectors, images, logos, etc.)

Assicuratevi di dedicare una buona parte del tempo a questa parte della proposta, perché il tempo extra investito pagherà in seguito. Le specifiche dettagliate sono importanti per due motivi:

1. Dimostra al cliente che sapete il fatto vostro

2. Crea responsabilità

As for the second point… Any claims you make here will help out if something goes wrong with the deal.

Another tip here is to mimic the client’s language. If you’re offering SEO services, don’t talk about backlinks, technical SEO audits, white-hat practices, internal linking structures, etc. Use the language that the client uses and repeat it back at them. The key to learning how to write a business proposal is knowing the client’s perspective – including their language.

Una foto di una donna che ascolta attentamente il suo cliente
Fotografo: Mimi Thian | Fonte: Unsplash


4. Mostrare i tempi

When will you be able to finish with the offer in your proposal? You would be surprised how many business owners completely omit timescales from their proposals, leaving clients wondering when they can expect finished work. It can be as specific as the hour within a certain day or something as broad as a time frame of several weeks – just make sure it’s written in plain sight.

If you’re familiar with the client and you know they have an important event coming up, make use of this information here.


5. Consegnare la prova

If I were to make a statement that I’m the best painter in the world since Michelangelo died, you’d probably call me out on my lie. However, if I presented one of my recent paintings that illustrates my talent, you would look at my statement a little bit differently, right? While I am absolutely horrible at drawing anything more complex than stick figures, this illustrates a point (pardon the pun).

In this section, include examples of previous work you’ve done for a client most similar to them. It could be a full-blown website, a testimonial, an online review – anything that shows you as the expert in a given field.

Una foto di un computer portatile che mostra il lavoro di un sito web di qualcuno
Fotografo: Le Buzz | Fonte: Unsplash

Of course, you could always go the lazy route and say: for samples, check out our portfolio on our website. The thing is – hardly anyone is going to bother and do that. They are reading your proposal and they’re two scrolls away from signing it, the last thing you need is to make them open up another tab and browse for a suitable sample.


6. Stabilire il prezzo

Come già detto, questa è la seconda parte più importante di qualsiasi proposta. Ovviamente, i vostri potenziali clienti vogliono sapere se pagarvi li farà piangere più che vedere il conto in un pub alle 2 di notte. Detto questo, quando si impara a scrivere una proposta commerciale, ci sono alcune regole da seguire per definire bene la sezione relativa ai prezzi.

First, keep the pricing structure simple. Don’t offer any upsells, additional packages, combos, deals or whatnot. Our research has shown that upsells don’t really work with proposals and that a simple pricing structure better nudges the client into signing.

The second thing is the wording. If at all possible, avoid using pricing as the title. Instead, focus on expressions such as investment or ROI. It’s a small psychological trick, but it helps you move the client one step closer towards signing.

Third, don’t charge by the hour or day. Charge by the value you provide and you’ll have an easier time getting paid higher fees. If you include another testimonial in the pricing section as well, your chances of a signed proposal will increase.


7. Dare la garanzia

Every time a client decides to go with your offer instead of someone else’s, they’re making a bet. After all, they’ve probably never heard of you before and they’re (hopefully) about to hand over a large wad of cash to you. Why not take some of that risk on yourself?

Una foto di qualcuno che maneggia denaro nel portafoglio davanti a un computer portatile
Fotografo: Artem Bali | Fonte: Unsplash

For example, you can give a simple money-back guarantee if you don’t complete your work according to terms by a certain date. Alternatively, you can mix it up a little bit and offer extras in case you’re late with a deadline. For instance, additional branding design in case you miss a website design deadline you assigned.

You may think you’re making a risk – but so is your client. As long as you’re well covered with everything stated in the detailed specification, you should be good to go.


8. Specificare le fasi successive

When you go to a supermarket to pick up your groceries, you know the next logical step (hopefully) is to go to the register and pay for your items. It’s only logical.

The problem is, your proposal is not a grocery store run and your clients most likely don’t know what to do once they’re finished reading. Instead of asking you, they will probably close the proposal and go for a pint of beer.

Per evitare che ciò accada, includete una sezione intitolata Passi successivi con i passi successivi chiaramente delineati che il cliente deve compiere. Ad esempio:

1. Firmare la proposta

2. Pagare la fattura iniziale (X% del prezzo totale)

3. Programmare una telefonata di avvio

It may sound like common sense on how to write a business proposal, but it makes a world of difference when it’s in writing.


9. Indicare i termini e le condizioni

A questo punto, il cliente sa già tutto per prendere una decisione ponderata e firmare la vostra proposta. Tuttavia, questo ultimo dettaglio farà sì che A) appariate più professionali e B) abbiate tutte le basi coperte.

Una foto di un uomo che firma un contratto a termine
Fotografo: Fotografia Cytonn | Fonte: Unsplash

Creating a new T&C is not essential to learning how to write a business proposal – there are plenty of generic ones available online. Take one that works for you and adapt it to your needs and re-use it with necessary changes.


Conclusione: utilizzare il software giusto per scrivere una proposta commerciale

Writing a business proposal can be a daunting task. On the other hand, it’s far from the most complicated task in the world.

By using proposal management software and utilizing all of the elements I mentioned here, you’re sure to create a proposal that clients can understand, that looks great and that gets signed every time.

Un po' di cose su Adam:
Adam Hempenstall è il CEO e fondatore di Better Proposals, un semplice software per la creazione di proposte belle e di grande impatto in pochi minuti. Dopo aver aiutato i clienti di Better Proposals a vincere $120.000.000+ in un solo anno, ha lanciato la prima Proposal Writing University in cui condivide le migliori pratiche per le proposte commerciali.

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