The client complaint that made me flip my whole proposal format

I used to send these long, detailed proposals with bios and case studies upfront. Last month a potential client in Dallas told me they didn't read past the first paragraph because it felt like too much work. I switched to a one-page bullet list with just the problem, my fix, and the price. Has anyone else tested sending shorter proposals and seen better close rates?

3 comments

3 Comments

shane1705d ago

Yeah I made the same switch about two years ago after losing a six figure deal. That client told me they stopped reading at page three because it felt like a textbook. Now my proposals are never more than two pages. Top of the page is the problem they told me about in their own words. Then a short list of what I will do to fix it. Then the price. No fluff, no bios, no case studies unless they ask. My close rate went from around 30 percent to about 60 percent. So yeah, shorter is better.

henry1505d ago

Wait are you me? I did the exact same thing after a client straight up told me my proposal was boring. They literally said "I fell asleep reading it" which hurt but they were right. I was trying to show off everything I knew instead of just solving their problem. Now my formula is basically problem, solution, price and that's it. I even started putting a one sentence summary at the very top that says exactly what they'll get. My close rate jumped too and I spend way less time writing them now.

angela7285d ago

I read a study where shorter proposals closed way more often too, clients just want the quick fix.