13.02.19 / Clients Deserve to Know What They're Buying

Many of your proposals fail because your clients aren't sure what they are buying.

I’ll explain below, but first let me remind you of the next Win Without Pitching public workshop that we are holding over two days in Chicago in April. The early bird price is coming to an end in a few days. Details here.

Now let me explain my lead. There are only three things you can sell. Each of them has incentives and tradeoffs for both you and the client. One of your jobs is to clearly communicate what the client will be buying in your proposal, and what it is they will be giving up. It sounds straight-forward but I believe that the root problem with many of your failed proposals is the client was never clear on what they were buying. Let’s fix that.

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