Season 16 | Ep 187 | The Science of High-Converting Proposals

Did you know that proposals are not the primary tool for selling services? A proposal is meant to seal the deal, not sell it, real selling happens long before the proposal is ever presented. 

In this episode of the Agency Blueprint podcast, I discuss the science of crafting high-performing proposals and bids. I further break down the critical steps to creating proposals that reinforce trust, articulate value, and ultimately close deals. 

Don’t miss this episode to learn how to avoid overloading proposals with unnecessary details or focusing too much on your agency rather than the client! 

Key Questions: 

• [01:30] How can you ensure your client has "conceptual buy-in" before presenting a proposal?  
• [03:26] How do you help clients overcome their disbelief or imposter syndrome to see the possibility of achieving their goals?  
• [13:07] What steps can you take to ensure your proposal reflects the client’s background, challenges, and goals?  
• [19:20] How can you personalize your proposal to make it visually appealing and easy for the client to understand?  

What You Will Discover: 

• [01:30] The concept of "conceptual buy-in" and how emotional trust in your abilities is the foundation of a successful proposal.  
• [02:40] How to structure pre-proposal conversations to address client pain points, goals, and motivations.  
• [03:26] The psychology of sales conversations and how to help clients see a better future by fighting alongside them against their disbelief.  
• [05:02] How to guide your client to navigate the gap between their current situation and their desired outcome.  
• [06:50] How dumping value into a sales conversation—even with a non-qualified lead—can lead to long-term trust and future business.  
• [09:52] The importance of discussing risk factors, likelihood of success, and cost considerations when presenting high-ticket services.    
• [11:14] How to tap into the emotional core of your clients by addressing their fears, doubts, and desires in your proposal.  
• [12:00] How to preemptively address objections by sharing stories of past clients who overcame similar challenges.  
• [13:07] The importance of restating the client’s background, challenges, and goals to demonstrate that you’ve truly listened.  
• [14:45] How to create a clear, step-by-step plan that reassures clients of your ability to deliver results.  
• [16:18] How to present costs transparently and confidently after addressing all objections and aligning on the value you’ll deliver.  
• [17:37] Avoid common mistakes like overloading your proposal with unnecessary details or making it not about the client.  
• [19:20] The importance of creating a visually appealing and personalized proposal that stands out and resonates with the client.  
• [20:00] Understand the buyer’s decision-making process and how to insert yourself into their research and evaluation phase.