September 14, 2023
Can I skip the benefits?
One thing that can really trip people up when they first start trying to use my 5-Page Proposal Template is trying to add business benefits to each of their project options.
So, the temptation is to skip the benefits and focus on deliverables instead.
Do NOT give in to this temptation!
Being able to clearly articulate the business benefits of your proposed options is extremely important.
You can’t replace benefits with something else if you want to STOP competing on price and START charging premium fees.
With that said, I can tell you there is some good news and there is some bad news...
The Bad News
The bad news is that almost everyone stinks at including benefits in their proposals. I’ve reviewed hundreds of proposals through my coaching programs and in The Pricing Seminar, and my most common critique by far is that the author has failed to include compelling business benefits.
The Good News
The good news is that it’s not particularly hard to learn how to get better at articulating benefits. You just need to understand exactly what business benefits are, accept that you must include benefits in your proposal, and ask questions to uncover what benefits the client really wants.
Here’s the thing...
Covering all of this in a single message would be a lot, so I’m going to break it up into a little miniseries. Keep your eyes on your inbox for the following subject lines:
- Business benefits defined (with examples)
- Why you MUST include benefits in your proposals
- How to uncover what benefits your clients REALLY want
Stay tuned!
Yours,
—J