The Proposal Call

After having the Product Call, you can now take the answers you received during the Product call and begin to put together a proposal deck consistent with the coauthored Buying Paradigm. At the end of the product call, you should have gotten budget guideposts as well as some understanding of what a potential pilot would be to test. It can be helpful to pull the max inventory for the client in order to understand the upper data point meaning that they cannot spend more than this amount.

The goal here is to get agreement on budget, pilot structure, PO/payment method structure, and terms of the upgrade (KPI, KPI goal and upgrade level & timeline).

STEP 1: COAUTHOR THE BUYING PARADIGM/METHODOLOGY

From the nature of the need (aggressive, mid level, and introductory), budget guideposts and how they typically pilot new vendors, we shape the buying paradigm for the pilot.

STEP 2: TRANSLATE THE BUYING PARADIGM/METHODOLOGY TO A COAUTHORED PROPOSAL

We utilize need-based closing to coauthor the proposal with them rather than simply throwing numbers at them. The buying paradigm ultimately shapes the structure of the proposal.

STEP 3: COAUTHOR ROI MODEL IF NEEDED

You can coauthor an ROI model here if they would like to evaluate a pilot in the context of a pro-forma return. The pilot structure used in the ROI model becomes the proposal and pilot structure.

STEP 4: GET FINAL APPROVAL AND SUBMIT FOR PURCHASE ORDER

Depending on the nature of the DM process within the organization, you are going to need to get final approval. Once this is approved, you can submit for a purchase order and then deliver it to the client

THE PROPOSAL CALL

EP or BP, run pricing calculator based upon guideposts

Recap info gathered from PC & coauthored ROI call (set context for pilot)

Discuss KPIs and attribution method based upon PC & coauthored ROI call learnings

Present proposal based upon guideposts & coauthored ROI call

Discuss PO and payment method process (anyone else need to loop in?)

Goal: Get verbal agreement on pilot and PO/payment method meeting, Get DM to agree to pilot terms & terms of the upgrade provided KPIs are hit

KEY QUESTION: ARE THEY WILLING TO UPGRADE/SCALE THE SOLUTION ONCE WE PROVE OUR ROI/HIT THEIR KPIS?

PROPOSAL CALL OUTLINE:

Recap info gathered from PC (set context for pilot)

Discuss KPIs, KPI goals, and attribution method based upon PC learnings

Present proposal based upon guideposts & coauthored ROI call

Discuss PO and payment method process (anyone else need to loop in?)

Goal: Get verbal agreement on pilot and PO/payment method meeting

HAVING AN INFORMED RECOMMENDATION

“This is an Informed Recommendation and here's why…” then show the math behind it (ex. Average competitor spend in market x number of locations) along with projected ROI based upon agreed upon inputs.

PROPOSAL CALL SLIDE DECK OUTLINE

I. Recap of goals and challenges confirmed during the PC

II. Recap of solutions expectations

III. Platform capabilities and solutions

IV. Implementation map, tracking & support

V. Campaign recommendation: Features & investment

VI. Projected ROAS - Return on ad spend

VII. Next steps

DISCUSSING PRICING SLIDE

To acheive X goal, you would do well with X dollar per month, which would help you acheive X share of voice (projection).

PROPOSAL CALL LANGUAGE:

Help me understand what a launch would look like for you?

Help me to understand what you are using for other digital marketing (attribution)? Is that working pretty well for you?

Did you have anything top of mind? (question on slide before moving on to next slide)

These projections are for a budget of _____. How it works is that _____. Is that all clear?

So next steps on our end would be following up with you at an appropriate date. When would you know more by? (ie answers November) Do you want to set up some time in November?

When do you think you would have a clear idea of budget?

PRICING & THE BUYING PARADIGM

If talking budget and going to move forward with something, not a matter of if but how much:

Present max inventory

If they say “We want to see a proposal for $1k and $2,500” then

Happy to do that, why don’t we set up some time for next week

Then present proposal with their budget & the holiday promo levels to incentivize for larger spend

Present the larger budget if consistent with their growth goals and say what are your thoughts?

PROPOSAL CALL NOTES

● Based upon co-authored solution & ROAS model and terms of the upgrade

● Campaign Expectation Tool (CET) when determining budget and fulfillment (inventory)

● Competitor analysis to justify larger ask (data driven and historical recommendations)

● Addressing objections around moving money around vs. adding a new vendor

● ROAS flow financial model will ability to sensitize assumptions for projections

● Determine attribution method & KPI goal for terms of the upgrade

● ROAS calculator - brand engagement, cost per store visit (industry benchmarks of vertical) inputs for the calculations (% conversion on calls, website clicks, form fills, $ value of a transaction)

● End of proposal call talking about start time and PO process, anyone else we need to loop in? Are you going to be the one signing the purchase order?