How to Create Compelling Sales Proposals

Focus on staying "narrow and deep" (that is, more sales from fewer vendors), and you'll eventually have another shot at that "dream" line. In the meantime, you'll be armed with a proven record of sales and support coveted by all manufacturers.

It's impossible to forecast backorders, but look for vendors with a history of on-time delivery. Backup through a distribution channel is also handy.

Backorders are inevitable and usually occur at the worst possible time. Another good design principle is to avoid products that are too unique (in features or price). This may seem counterintuitive, but if you design a system around a product with no "Plan B" alternative, you'll be hamstrung if it's not available when you need it.

Use a Database

Once you've established your product mix, you'll need to organize the information in a way that's simple and easy. A database is the way to go.

Examples of databases might include product literature and manuals (a PDF library, for example), installation factors (a spreadsheet of product categories, with installation, phase, programming and set-up times, perhaps) or product information (a spreadsheet that includes make, model, description, cost, list price, etc.). and JPEG images. You can include these images in proposals and drawings.

An easy and effective approach to building a database is to create a shared folder on your server that is accessible to all those in your company who need access.

Have everyone build up the database incrementally, adding to them day to day, proposal by proposal. In time, you will have created an invaluable business tool.

Begin building your new proposals and presentations from these databases, and add new products as you need them. The first proposal will take the longest, but they will take progressively less time as the databases grow.

Create Worksheets

Most integrators would agree that even small projects benefit from a little "preengineering." Don't underestimate how powerful a simple set of design worksheets can be to your proposal process.

Unlike databases, less is more when it comes to creating your worksheets. Unless you charge for your design work, time doesn't permit complete engineering upfront on every proposal. Worksheets can help bridge the gap by providing a quick and easy visual guide to the system layout. You may need five or six worksheet forms.

In your worksheets, there should be areas for:

• Power quality requirements (surge and battery back-up)
• Basic connections (input/output)
• Accessories (interconnects, power supplies, mounts, faceplates, antennas, splitters, etc.)

Spend time filling out those worksheets before starting data entry on the proposal. Check off each item as you enter it to make sure there are no omissions. Update your worksheets as the proposal goes through client revisions.

Upon approval of a proposal, scan the worksheets digitally into the client folder for your engineers to reference when it comes time to do the real schematic work. Doing so will provide a roadmap back to the original intent of the design — and drastically reduce "Oh, $#%@!" moments on the job site.

Good system design and proposal preparation relies on consistent product and approach. Sales are the lifeblood of your organization. Proposals must be given priority over all the other "fires," or you won't be around to fight any of them.

Invest time and attention in each and every proposal, deliver them promptly with a professional presentation, and the benefits will become evident in improved sales and decreased frustrations.