You're a closer! It's what you do...close deals.
You know, that sweet moment when the handshake seals the deal, and you walk away knowing you’ve added another win to the board.
But what if I told you that you could boost your closing ratio with just a small tweak to your proposals? It’s not rocket science—just a simple addition that can make a world of difference. I’m talking about adding a section called “Measures of Success.”
Over my career, I've seen thousands of proposals, from the ones that I've created to proposals that salespeople have pitched to me during my time on the client/agency side. Most proposals are product pitch garbage! (Sorry, but it's true.)
But, if you are reading this blog, you are better than the average salesperson, so you follow a better proposal template: outline the customer’s needs, then present your solution.
And sure, that’s solid. But if you want to really up your game, you need to squeeze in a section right in between those two—a section that shows you’re not just about promises but about delivering results.
The Winning Sequence
Here’s the deal: your proposal should follow this sequence:
- Desired Business Result
- Measures of Success
- Tailored Solution
1. Desired Business Result
Start by stating the desired business result clearly and succinctly. You and your prospect have already discussed what they need, so this part should be easy. But make sure it’s front and center, so there’s no confusion about what you’re aiming to achieve.
Reminder: Prospect are buying outcomes, not products or features.
2. Measures of Success
Here’s where the magic happens. Right after laying out the desired result, introduce two-to-four specific “Measures of Success.”
These are the metrics that you and your prospect agree will determine whether your solution is delivering. It might be an increase in lead generation, improved customer retention, higher sales numbers—whatever is most relevant to their goals.
Why is this so powerful?
Because it shows your prospect that you’re serious about results. You’re not just tossing out a solution and hoping for the best—you’re defining what success looks like and committing to it.
This builds confidence and trust, making your prospect more likely to buy in. They’ll see you as a partner in their success, not just someone trying to make a sale.
3. Tailored Solution
Finally, connect the dots by presenting your tailored solution. And here’s the kicker—tie it directly back to the “Measures of Success” you’ve just laid out.
Show your prospect how your solution will hit those metrics and deliver the business result they’re after. This isn’t just about solving a problem; it’s about delivering measurable, tangible success.
Why This Works
When you add “Measures of Success” to your proposals, you’re doing more than just adding another section. You’re shifting the conversation from “What can you do for me?” to “How will we know if it’s working?”
That’s a powerful shift because it positions you as someone who’s not just about selling but about partnering for success. And that’s the kind of mindset that closes deals.
Try It Out
Next time you’re crafting a proposal, take the extra time to define those measures of success. Be clear, be specific, and be confident. Then watch as your prospects start to see you as more than just another vendor—they’ll see you as a trusted partner who’s genuinely invested in their success.
And trust me, when they see you like that, your closing ratio is going to skyrocket. So go ahead, add this one little section, and see the big impact it can make on your sales.
Closing More Sales? That’s a Measure of Success I can get behind.
*Editor's Note: This blog has been updated since its original post date.
