Client-Centered vs. Self-Centered Proposals: A Quiz

Maybe it happened on a blind date. Maybe it was on an airplane, where you were stuck next to a stranger. Maybe it at a party where somebody cornered you. But almost all of us have experienced the mind-numbing boredom of listening to somebody who is totally self-absorbed, who talks only about him or herself.

Are they egotistical? Are they insensitive to other people? Are they irritating to the max? Yes, yes, and yes. On and on they drone about themselves, never asking a question about us, never even soliciting an opinion, never showing the least interest in anyone else. How boring!

Now, being clear-thinking and well-bred people, we would never, ever behave like that. Except...sometimes we do. And we do it in a place where it can really do some damage. We focus on ourselves in our proposals and sales presentations. So--are your sales and marketing messages focused on the client? Or on you?

Here's a simple quiz to help you find out. Just answer "True" or "False."

The Quiz

1. We use the same basic proposal template for all of our opportunities.

2. We start a sales presentation by reviewing the agenda for the meeting with the customer.

3. The first part of our proposal features our company's background, expertise, or mission statement.

4. Along with our pricing, we also calculate payback, total cost of ownership, or return on investment, even if the client didn't ask for it.

5. Our title pages are consistent. Each proposal is called "Proposal for <<client name>>" and our logo provides a graphic focus.

6. At a minimum, we want the account manager or sales person to write the cover letter and executive summary.

7. We provide as much material as possible to demonstrate to the customer than we can handle the job, letting them look at the parts that are most appropriate for them.

8. We never send a proposal if we can deliver it in person. 

9. Our product and service descriptions contain comprehensive lists of features and benefits so the customer can see for themselves that we are offering the best recommendation.

10. We include differentiators about ourselves directed against our competitors' weaknesses.

To score this little quiz, just add up how many "True's" you have next to the odd-numbered items. Those are the self-centered characteristics. Then add up how many "True's" you have next to the even-numbered items. Those are the client-centered elements. Which number is larger? If you have more than three "self-centered" answers, you might benefit from taking a fresh approach to proposals and sales.


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