You are required to prepare a written sales proposal to a prospective organisational buyer for a business of
your choice. This is a business to business (B2B) selling context and therefore your sales proposal should
target a business prospect and demonstrate an understanding of their unique requirements.
Small businesses and independent contractors use sales proposals to land a new contract or client. The best
sales proposals highlight what makes your business the most qualified for the contract or task and should
focus on your customer’s needs.
Using secondary research, you will need to gather information about your chosen business and its
product/service and the needs of your prospective buyer
Your report should consider the following structure:
The summary should include the major details of your report. This is the time to grab your reader’s attention
and let the person know what it is you do and why he or she should read the rest of your proposal.
Budget and overview:
Cost of the solution you are proposing – avoids pricing misunderstandings
Expressed in terms of benefits e.g. ‘reduce payroll expense by 10%’
Describe how you will meet your objective e.g. ‘your account will be assigned to Susan…’
Time frame for meeting your objectives.
With a mixture of logic and emotion, present your rationale for taking action now.
The emphasis should be on benefits not features.
Marking Scheme – Sales Proposal
Executive Summary-The purpose of the executive summary is to sell your solution to the client’s problem. It
should be persuasive, outlining why the client should choose your company. It should be specific and focus
on results. 20%
Budget and overview -Tell the prospect the cost of the solution you have prescribed. Be specific as you
describe the product or service features to be provided and specify the price. When you confirm pricing with a
proposal, misunderstandings and mistakes can be avoided. 15%
Objective The objective should be expressed in terms of benefits. A tangible objective might be ‘to reduce
payroll expense by 10%’. An intangible objective might be stated as ‘increased business security offered by a
company with a reputation for dependability’. Focus on benefits that relate directly to the customer’s needs.
Briefly describe how you will meet your objective. How will you fulfil the obligations you have described in your
proposal?. In some cases, this section of your proposal includes specific language: ‘Your account will be
assigned to Susan Murray, our senior lease representative’. 15%
Schedule Establish a time frame for meeting your objective. This might involve the confirmation of dates with
regard to acquisition, shipping, or installation. 15%
Rationale With a mixture of logic and emotion, present your rationale for taking action now. Once again, the
emphasis should be on benefits, not features. 15%
Housekeeping Marks will be awarded for the use of an appropriate report structure using headings, numbering
and logical sequence of material. 5%
Learning Outcomes addressed in this assignment
1. Critically evaluate each phase of the selling process.
2. Create a sales strategy demonstrating a range of selling skills from prospect identification to long-term
relationship building and create a master selling plan.
3. Demonstrate an understanding of sales channels alternatives, challenges and selection
4. Examine the roles and responsibilities of the sales manager.