Don't 'Mail It In' By Using Boilerplate Language
Cook
Do you use boilerplate language in your sales proposals? My guess is most of us do. We use it because it communicates what we want to say with consistency. It also assures everyone that the language is vetted for accuracy, that messages are clear, and liabilities are avoided. The challenge is when boilerplate language crosses over to fill-in-the-blank mode.
Recently, I helped a client find a vendor for a new website. We spent considerable time going over options, design considerations, marketing needs, platforms on which to build the site, ease of use, functionality, etc. In other words, we did a lot of homework with a lot of upfront effort. We looked at online options.
After assembling all the information, we had some clarity on what we did and did not want to do. We then sat down with three vendors we knew. We wanted their help, experience and expertise in making our decision.
We invested time with the vendors. We took them through our research and laid out what we wanted. We explained our concerns, prioritized our goals, and explored budgets and how much flexibility the client had on the financial side of the equation.
Then the vendors mailed it in. Each proposal we got back appeared to have more than 80 percent boilerplate language. The words addressed the areas of a website we needed help with, but the overall proposal didn't speak to the specifics of the client's situation. It was as if our conversations and meetings never took place.
There were no reiterations of goals, priorities, options and concerns the client had explained. The vendors did not personalize the proposal to the client's situation. Each response laid out features, functionality and processes the vendor offered.
Through their standard language, they assured the client that design, marketing, and analytics could be addressed. But the boilerplate language did not assure the client that his specific design, marketing and analytics requirements would be addressed.
Admittedly, the three vendors chosen may not have been representative of how all web design companies operate. There may be some of you reading this who are saying or thinking right now that you wished my client had come to you. Frankly, we do too.
The point here is not to denigrate web design firms. I could probably fill in any industry and find similar stories. The point is to listen and engage.
I guarantee you that prospective clients are assessing risk and have anxiety associated with that risk. They're seeking partners who can help ameliorate their risk and reduce the anxiety.
Listen, Summarize, Empathize
That process begins with listening well. Assure the client that you hear them; be specific in your response to their situation. Paraphrase what you heard to assure the client you understand their challenges and are empathetic to their situation.
Also, be specific with your solution. Point by point, demonstrate to the client how you can help them reach their goals, reduce their risk, and reduce their anxiety.
Feel free to use boilerplate language, but ensure you're addressing your client's needs in a very specific manner.
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Ken Cook is managing director of Peer to Peer Advisors and developer of How To WHO: Selling Personified, a program for building business through relationships. Learn more at www.peertopeeradvisors.com.
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