Tip 113 – Don’t tell the customer how you feel. Tell them how you can make them feel. - Shipley Asia Pacific

Sales or sales support professionals use clichés to open or close sales documents out of habit and convenience. Many of these clichés are seller-focused – hence the writer thinks they can be applied in any proposal.

“Global Corporation is pleased to have the opportunity to present this proposal.”
“We recognise the importance to you of a robust back-up system.”
“We look forward to continuing to work with PDQ Services.”
“Our team is fully committed to the success of this project.”

Your gratitude, ability to read the RFT or anticipation of winning their business are not the most important concern of the customer.
Focus instead on feelings your proposal should evoke for them – relief from a problem, confidence in your ability to deliver, the knowledge that they have been listened to. Use customer-focused writing describing benefits, features and proof to create this connection.