Four years into running my agency and I just realized I was sending proposals completely backwards
So I'm sitting in a coffee shop last Tuesday, staring at my proposal template that I've used maybe 200 times... and it hits me like a brick. I was leading with deliverables and pricing on page two, burying the case studies and client results at the back. A client actually told me last month, 'I almost didn't read past the price because I had no idea what I was actually getting for it.' That's when it clicked - I was making people buy a service without showing them why they should care first. Switched the order around, put a three-bullet summary of past wins right up front, and my close rate on the next five proposals jumped from like 30% to 70%. Has anyone else had that moment where you realize your whole sales process is basically upside down?