Courtesy of Seth Godin. Don’t blow it (the secret of b2b).
If you cut your price for no reason, does that make prospect think you are more or less likely to blow it?
If you talk about how awesome your company is, but your proposal demonstrates no real knowledge of the prospect’s particular problems and specific solutions, does that make your prospect think you are more or less likely to blow it?
In your sales proposals, show that you understand the problem, you understand what success means, and that you have a path to get from the problem to the success without blowing it.