The 2 biggest deals I closed last year, said yes within 1 hour of me submitting my proposal.

Is it because I’m phenomenally good at what I do? Probably not, given I had to use spell check to help spell the word ‘phenomenally’.

Is it a coincidence they both said yes so quickly? Maybe.

But, when I asked why they selected Trinity over the competition, there were some consistent themes:

  1. We took the time to really listen, to probe and ensure we absolutely understood their brief. Lots of conversations, back and forth, clarifications.
  2. Each proposal was written from scratch. No templates, no boilerplates. Not only were they written from scratch, they focused in detail on a) what we understood they wanted and b) precisely how we intended to deliver those outcomes. Each proposal read like they’d written it themselves.
  3. They told me how visually strong our proposal was, because we do judge a book by its cover, so if a proposal document looks amazing, it creates confidence about the whole program of work.
  4. The last consistent theme from both clients was all of the extra value we added into our proposal. I learned once that ‘everyone wants and deserves a good deal’ but a good deal isn’t simply the one with the cheapest price, it’s the one with the most value.

Cian McLoughlin is the Amazon #1 bestselling author of Rebirth of the Salesman, a regular keynote speaker at sales kick-off’s around the world and one of the Top 50 Sales bloggers in the world for the past 2 years. He is a passionate proponent of an ethical, honest and authentic approach to sales. His company, Trinity Perspectives, is committed to helping sales organizations unlock the latent potential of their customers’ insights with their Win Loss Analysis and Sales Transformation services. To read more of Cian’s sales articles visit

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