💼 REVENUE STACK - Phase 4: Proposals That Close

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Let's get real—most proposals aren't closing tools. They're graveyards for good deals.

By the time you've nurtured the lead (Phase 2) and booked a call (Phase 3), the last thing you want is to fumble the close with a bloated, boring, or confusing proposal.

Phase 4 is where you separate tire-kickers from signed contracts.

🔍 WHY MOST PROPOSALS FAIL

Here's what kills deals after the call:

• 🚫 Generic copy with no connection to the buyer's goals

• 🚫 PDFs that are hard to digest, navigate, or interact with

• 🚫 No clear next step or urgency

• 🚫 Pricing presented like a menu—not a decision framework

But the biggest problem?
They don't re-sell the vision.

💥 YOUR PROPOSAL'S JOB

Your proposal should do 3 things:

1. Reframe the Problem — Remind the buyer what's at stake

2. Reinforce the Transformation — Show what success looks like

3. Reduce Friction — Make it ridiculously easy to say yes

If your proposal isn't helping close the deal, it's part of the problem.

📐 THE HIGH-CONVERTING PROPOSAL STRUCTURE

Here's a proven structure used in high-ticket B2B sales:

🧠 1. Executive Summary

Summarize what you discussed and what their business is trying to achieve.

🚀 2. The Opportunity

Frame the future — clearly, visually, and confidently.

• What happens if they implement this?

• What happens if they don't?

Show them the cost of inaction.

🛠️ 3. The Plan

Your step-by-step roadmap.

• Timeline

• Phases

• What you'll do (and what you'll need from them)

Keep it clear. Make it feel doable.

💡 4. Deliverables

Bullet it out.

• Make it tangible.

• Add value beyond the basics.

• Use simple language: "You'll get…"

💰 5. Pricing Tiers

Offer 2–3 options. This is key.

• Anchor with a high-tier "done for you" package

• Include a mid-tier "core system install"

• Optional lower-tier "DIY + support" to reduce drop-off

🧪 6. Social Proof

Add one or two case studies or testimonials.

• Focus on results, not fluff

• Bonus if it matches their industry or pain point

✅ 7. Call to Action

Make it simple:

• Click to sign

• Book a final Q&A

• Set a kickoff call

🚫 Don't assume they know what to do next.

🧰 PROPOSAL TOOLS THAT HELP YOU CLOSE

📈 PROPOSAL OPTIMIZATION CHECKLIST

✅ Use a dynamic proposal tool, not static PDFs
✅ Include pricing with tiers and context
✅ Reaffirm the pain, promise, and path
✅ Make the next step crystal clear
✅ Add 1–2 trust builders (testimonial, screenshot, client result)

💬 ED'S TAKE:

A great proposal doesn't just present your offer — it positions it as the only smart choice.

🔜 COMING NEXT: PHASE 5 – RETENTION & EXPANSION

Your best revenue isn't from new customers — it's from keeping, upselling, and expanding the ones you already have.

In the next issue, I'll show you how to create a post-sale experience that generates more revenue, more referrals, and more trust than any ad campaign ever could.

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