Sales Proposal – a document for a successful Features &…

The purpose of the selling plan is to prepare yourself for next parts of the Semester Sales Project, The Features and

Benefits Presentation and Overcoming Objections and Close Role Plays. This is to be a 2- or 3-page report, if it is over 3

pages (4 with a cover page) there will be a penalty.

It must include the following, each of which will be described in more detail below. This is an individual assignment, and

you will use the SAME BUYER PROFILE and PRODUCT/SERVICE information that youve used for the Semester Sales

Project

Sales Proposal Components:

Value Proposition

Features/Benefits Summary

Competitive Advantage use the companies outlined in the Buyer Profile

Business Proposal/Proposed Contract

Value Proposition – 10 points

Objective: Has to identify that the product will meet the needs of the Buyer and how. Short concise on how it can help

their business.

A value proposition is a clear, concise statement (usually 2-4 sentences) of the unique, tangible benefits a customer

gains from using your product or service, along with the reason your product or service is superior to available

alternatives. The more specific your value proposition is the better.

One approach that can work well is to include in the first sentence: For (target customer) who (statement of the need or

opportunity), the (product/service name) is a (product/service category) that (statement of benefit). Then the second

sentence may include: Unlike (primary competitive alternative), our product or service (statement of primary

differentiation).

Example:

For electronics industry manufacturers who annually experience over $40 billion in losses due to static discharge, the

Poly-Tronic Conducive Plastic is a state-of-the-art material that completely and inexpensively eliminates damage from

static electricity. Unlike currently used static discharge equipment, our product is an integral part of the electronic

assembly that continually drains static charge from the product assembly.

Strong value propositions deliver results, e.g., increased revenue, faster time to market, decreased costs, improved

operational efficiency, increased market share, decreased employee turnover, improved customer retention levels,

higher inventory turnover, stronger productivity, expanded sales, improved retention rates.

Developing your value proposition is the first place you should start. However, it is very likely that you will want to refine

and improve it after completing the remaining sections of this project, since work in these areas may shed further light

on the real value your product/service will provide to your prospective customer.

Features/Benefits Summary 15 Points

Objective: Has to adequately identify a unique product/service (Feature) of the product and how will help the Buyers

business (Benefit) CLEARLY SHOWS WHATs IN IT FOR THE CUSTOMER and HOW DOES IT MEET THEIR NEEDS.

You will need to highlight 5 to 7 features of the products/services you are selling AND make sure that the benefits meet

the SPECIFIC NEEDS of the buyer. This should be outlined in column formatting so its easy to understand.

Here you should list the key (most important) features of your product/service. For each feature, identify the benefit

that this feature provides to the customer/prospect. The recommended format for this section is 2-columns – the left

column having a list of key features and the right column showing corresponding benefits. Keep in mind that the

benefits are the most crucial part of this. Also, remember that the benefits refer to those derived by your business

customer. If you are selling a consumer product, do not focus on consumer benefits. Instead, focus on the benefits that

the reseller gains from carrying your product and/or buying from your firm.

Competitive Advantage – 15 Points

Objective: Has to highlight why the product is a superior choice for the buyer rather than its competitors.

What distinguishes your product/service/brand from that of your competitors? In what ways do you deliver superior

customer value? In this section, you should demonstrate that you know enough about both your product/service as

well as that of the competition to be able to objectively assess the advantages and disadvantages of your

product/service from the perspective of the prospect/customer. While it is important to recognize where you might be

at a disadvantage and thus vulnerable, be able to pinpoint your product/services superiority in areas relating to the

customers primary concerns and dominant buying urge

Business Proposal/Proposed Contract – 10 points

Objective: Has to create a unique proposition of solutions. Has to have more than one option, and numbers, associated

with it what will it cost and what will it offer? Break out the numbers, do the math, make it easy for the client to see

what it will cost/save them, so they want to buy from you.

This is simply the deal that you are offering the prospect to purchase your product/service. You will have to have your

product/service priced at a certain based priced, (i.e., $3/unit, $250/mo., $65/case). The product should be priced

realistically based on factual information.

MAKE THIS EASY, do the math for your client, make it easy to see the breakout so its easy to assess what it will cost

their business.

You should have at least two buying options. The objective for the business proposal is to show the prospect the added

value of your product/service in real number ($) terms.

Make this easy to understand break out the numbers, price, what they get for the $$$ and format in a way that its

easy to understand what you want them to BUY. Make it clear and concise so the buyer easily understands what is

involved in the cost and what they receive in return.

Note that for any product/service, you may not compete solely on the basis of price!! Low-price gambits are rarely

sustainable

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