5 Major Sales Proposal Mistakes
I review hundreds of sales proposals from wedding pros every year. Here’s what I’ve found prevents you from converting more couples at higher prices…
#1 Send a “pricing guide” instead of a custom proposal
First things first, most don’t actually create a proper proposal. Instead, you share a pricing guide on the initial inquiry response.
And it’s killing business.
I don’t care how pretty it looks. How much time and/or money you spent designing it. Or how information you’ve packed into it.
Here are two issues with a pricing guide:
Some of it is the right information, but presented at the wrong time. Couples who inquire may say they want pricing, but they’re not ready for it. They aren’t “solution aware,” yet, so the specific product details and pricing you’re providing don’t make sense.
95% of pricing guides I see are PDFs. PDFs aren’t phone-friendly, and are very hard to read or interact with. Hidden webpages are much more effective to share any kind of content with potential buyers.
#2 Intro is about you, not them
Remember, this is their wedding - and they want to see how everything relates to what they need for it.
Most pricing guides and proposals I see start off with a background or bio about you, or a kind of “I believe” statement about your work. Unfortunately, this goes against everything we know about effective copywriting.
It’s best to start with the “problem” in the reader’s mind, not who you are or what you do. The problem(s) will be concerns and/or desires they’ve expressed during the discovery process. You’re simply reflecting them back in the intro to the proposal, reminding them what they want and need, and why it’s important for them to solve.
This elevates the desire for a solution in the form of your services.
#3 Wrong number of product options
The research is in, and it’s pretty clear how many choices you should provide to optimize your chances of someone choosing your services.
Buyers want options, but not too many.
Only one option takes away the feeling of control, and also removes the ability to compare and contrast to find relative value in the different products and pricing.
Too many choices makes it hard to distinguish between them. It becomes difficult to compare and contrast, and sets up a situation where analysis paralysis takes over.
Three and only three (not three with a la carte add-ons) is my recommendation for each custom proposal you send out.
#4 Not enough social proof
The number one focus for the buyer at the end of the decision-making process is risk. They’re thinking, “If I go with this person for my wedding, will they give me what I need?”
The best way to persuade them is through the words and experiences of others. It’s called “social proof,” and is conveyed through testimonials, as-seen-in badges, awards, distinctions, and reviews.
If you aren’t using 3-5 pieces of social proof in your proposals, then you’re not addressing their concerns about risk well enough. Add more.
#5 Attach a contract or invoice
Don’t get ahead of yourself by sending a proposal with the agreement or deposit request. That’s like getting down on one knee with a ring - and also the marriage license and prenup!
Get a verbal or written commitment to a specific package, and then send over the paperwork.
Contracts and invoices are scary. They cause a sense of loss (of freedom and finances), and by waiting till they’re committed you increase the chance of the proposal itself creating a positive experience.
Get more insights on proposals by listening to this week’s episode on my Own Your Business podcast.