Target Your Audience, Close Sales.

If you are a true salesperson at heart, chances are you would rather be out meeting potential customers than facing a computer screen writing a sales proposal. Regardless, those proposals won’t write themselves. If you need to write to win sales, follow the advice below to learn how to write effective sales documents more efficiently—leaving you with more time for selling.

Before you type your first sentence, analyze your audience. This is the most important piece of wisdom we can impart, and it is never more important than when you are in sales mode. By targeting your buyers’ needs, you create proposals that will wow your prospects.

Here’s how to double check if you are on target. Ask yourself these questions:

1. Who exactly are my readers?
2. What matters most to my readers? In other words, what do they value most? (Cost? Efficiency? Performance? Service? Support?)
3. How can my product or service benefit my readers?
4. Which competitors are my readers considering?
5. What is my distinctive advantage over my competitors?
6. What objections do I need to overcome?

A successful sales document has the following attributes:

• Customer-focused: Use “you” language to show that you understand the customer’s needs and point of view.  Don’t brag about your company in generic ways.
• Organized strategically: Put your bottom line on top.
• Easy to read: Include ample white space, headlines that emphasize key points, and visual aids to illustrate important information.
• Friendly and professional: Use a conversational tone with active voice and positive language.
• Politely assertive: Explain what sets you apart from the competition.

After writing your document, put yourself in your customer’s shoes. “If I were the customer, would this document answer my questions and address my needs and concerns? Is this well-structured and easy to read?” If the answers are yes, congratulations! You’re not only on the fast track to winning or retaining business, but also you’ve mastered a writing technique that will benefit you for years to come. Better Communications empowers companies to make written communications a competitive asset – clear writing for a complex world!