Why your sales proposal isn’t working
Four common problems that hide the value of your offer. See how to fix them in a real B2B presentation
You understand your product. Does your client?
You know your product inside out. So its numbers, features and advantages probably feel obvious to you
Your client may be seeing this product for the first time. They need context to understand its specifications
And they shouldn’t have to figure out on their own why one function or number matters
Help the client connect your product’s features to their needs
One product, four ways to make its value clearer
This proposal for a professional crêpe machine shows how structure, words and design can help a buyer understand the offer
300 crêpes per hour. Is that a lot?
A technical number isn’t automatically a sales argument
In the source materials, output was listed as a standard technical specification: 300 pcs/hour
But the buyer may have nothing to compare that number with. They’re not an expert in crêpe machines — and they don’t need to become one just to understand your proposal
So the job isn’t simply to make the number bigger. The number needs context
Ask: “What do they tell the client?”
“It has a digital display.” So what?
You explain what the product can do. But do you explain why the client should care?
The source materials explain that the digital display allows the operator to set and maintain the drum temperature
That answers “What does the machine do?”
I wanted to take the next step: “What might that mean for the buyer?”
Stable temperature control can help reduce the risk of undercooking or burning and make the cooking process more consistent
Start with the client’s problem
The buyer asks “Why should I change anything?” before they ask “Why this machine?”
The source presentation followed a familiar sequence: product → functions → specifications → contacts
For the sales proposal, I rebuilt the information flow around the buyer’s decision
Assemble it for them
Make design support the message.
The source presentation wasn’t “bad”. It simply used visuals mainly to show the product
For the sales proposal, I wanted the visual concept to become part of the commercial story
Maslenitsa — the traditional pancake season — became the context for the concept
Traditional references, red and gold, crêpes, caviar, butter and a contemporary advertising feel helped turn the visuals into more than decoration
A clearer story. A stronger proposal
The product information was already there. I gave the numbers context, explained the benefits and organised the story around the buyer’s decision. The visuals supported that story
but also: “Why might I need it?”
Now open your proposal
Open your proposal and tick each statement that is true
0 of 4 checked
Let’s make your proposal clearer
Send it to me and we’ll look at it together
- Is the value of the offer clear?
- Does the structure make sense?
- Are the arguments and priorities working?
- Does the visual presentation support the message?
No proposal yet?
We’ll review your product, audience and materials to find the main message and benefits for your future presentation
25 minutes · free