Assuming you have a good solution, the issue is that the value of your solution is lost and fears were not allayed within your proposal and/or marketing materials. You want to sell the value or benefit of your solutions to your future client. What specific problem does your solution solve for your client? In what ways will your solution benefit your future client? How is your solution better than similar solutions? If you can answer these questions and quickly share this information with your future client, you are close to a sale.
Look at it from the buyer’s point of view. Why should the buyer care? (In America, we want sellers to get to the point.) A buyer wants a pitch focusing on their specific needs (not generalizations), and it must be compelling. Research your target audience. Is your solution tailored to them? For example, if you are selling new software, how will it save them money, time, or streamline their processes? In essence, how does it benefit them specifically?
This is where graphics come into play. Graphics communicate up to 60,000 faster than text, they are remembered (at least) 38% more, and are proven to increase the likelihood of a sale by 43%. If the benefits and discriminators are woven into a compelling visual, your likelihood of success increases dramatically. Developing customer-focused graphics for proposals, forces you to think about your solution from the client’s point of view and boil everything down into what matters to them. It also shows you are committed to their business. Because you have the resources to develop clear, communicative, compelling visuals you separate yourself from your competition. Your future client assumes that if you have the resources and commitment to develop effective graphics, then you probably have the resources to meet their needs. (For hundreds of graphic examples, go to http://www.billiondollargraphics.com/businessgraphiclibrary.html.)
This brings us to the next issue: fear. Your future client’s fear of choosing the wrong solution must be allayed. Their organization’s and personal success is on the line. If they choose poorly, they will be reprimanded or worse. The old saying is that no one gets fired when buying IBM. Why? Because IBM was considered a reliable, stable company. Essentially, IBM was synonymous with low risk. You want to communicate that your solution has little to no risk involved. How you do it depends upon your market. For example, would fears dissolve if you demonstrate how your company’s solutions have helped others to succeed (assuming the benefits are applicable to your future client’s goals)?
Many proposals involve another layer. People buy people and people do not buy from people they do not trust. Trust is established through rapport and reputation. For example, if you take the time to get to know and understand your future client you have an advantage. They now know and trust you, and you have insight into their biggest needs and concerns. You can address those issues quickly with a graphic. Your future client can use that graphic to easily up-sell your solution to their boss.
Any way you look at it, using graphics to quickly communicate the value of your solution and discriminators while allaying the fear of failure is a recipe for success.