The proposal ran to thirty pages. The person who decided read the email it was attached to.

Most proposals are written for the person you met. The decision is usually made by someone who wasn't in the room and never will be.

By Steve 5 min read
Abstract bridge artwork for The proposal ran to thirty pages. The person who decided read the email it was attached to.

A proposal is the only part of a sales process that operates without you. Everything before it, the discovery call, the site visit, the demo, happens in your presence, where you can read a face and change tack mid-sentence. The proposal goes out alone, into a building you have never entered, to be read by people you have not met, in an order you cannot control, at a moment you cannot choose. Then it comes back as a yes, a no, or the far more common third answer: nothing yet.…

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