How to Win Proposals: What No One Tells You

Last week, Cara and I were reviewing the outline for our upcoming Masterclass, and we stumbled upon an “aha.” (PS- mark your calendar for Wednesday, September 4th at 12PM CST)! When it comes to closing deals (a la How to Win Proposals), the magic is in the simple tips. There are just a few key, quick things that one that have outsized impact on your likelihood to win proposals. And I want to tell you about one of them today:

Ask for objections.

Please notice how intentionally I worded that sentence. I didn’t say, “Ask about objections,” nor did I say “Ask if your prospect has any objections.” Instead, I’m insisting: your prospect has an objection (or thing they’re wondering about). And if they’re not volunteering it, which they’re probably not, it’s beneath the surface. And it’s your job to bring it to the surface.

What it Sounds Like to Miss Objections

Ellevated Outcomes’ Strategists learn how to conduct prospect meetings in their 90-day employee onboarding. It’s a crucial part of integrating them into our Business Development Culture, and I insist that everyone masters what we teach our clients.

Our teaching process begins with a documented playbook + shadowing process. Then, ~30 days in (it’s that fast), our Strategist will fly free and take these meetings on their own. So after those first couple of solo meetings, when I circle back to ask, “How did it go?” I listen to their initial description and then ask the more important question: “What questions did your prospect ask?” or “What were your prospect’s objections?”

Most people would think the “right” answer is that there were no objections. Afterall, that means you did a “perfect” job delivering the pitch, right?

Wrong.

If I hear that there were no objections, or questions were surface-level, like logistics or money; it’s not a good sign. Afterall, our best clients are sharp and want to make smart investments for their business. That means they’re asking good, hard questions. Like these.

What It Sounds Like to Surface Objections

Last spring, Cara started ending her prospect meetings in a way that it stopped me in my tracks:

Give me your toughest question.

I just love this. To me, it’s the ultimate power move because it says, “I want you to be discerning. I can handle what you want to throw at me. Please hold me to a high standard.”

Please know: I realize that language may not work for everyone (the way you ask it must be custom to your and your personality. Some other ways to ask this are:

• What are you wondering but don’t want to ask?
• What’s left unsaid?
• How does the process / price strike you?

Then, you must pause. Be quiet. Leave space for the answer. Let people tell you what you need to know.

Your Objection to My POV on Objections 😉

Here is the objection I hear most often on this topic (and by “hear” I think it’s important to say: some people say this outloud and some don’t; they posit their objection by showing me this):

“I don’t want to sell. If I have to sell someone on my service / product / art, they’re not an ideal client.”

This is particularly a theme among creatives, where you may have been taught: “If I build it, they will come.” But here’s the reality: even though your thing is amazing, just because you build it, doesn’t mean they’ll come. And it definitely doesn’t mean they’ll buy.

It’s your job to tell others your value proposition: why they should exchange money for the thing you’re selling. And we so often forget: others can’t know how great your thing is, unless you tell them. It’s not a brag. They want to understand how your offer will transform their life or make them look like a hero. And it’s your job to tell them.

It’s your job to earn their business.