Principle 08 · Proposals

5 mistakes people make when writing sales proposals

Whiteboard framework connecting listening, direction, diagnosis, value, trust and commitment — A practical loop: listen carefully, choose direction, diagnose, establish value, build trust and agree the next step.

The principle · 2014

Proposals fail when they talk about the seller, surprise the buyer, or arrive before agreement.

Editorial perspective · AI in practice

AI can produce a 20-page proposal in seconds — which is exactly the trap. The winning proposal is short, confirms what was agreed, and has no surprises.

How to apply it this week

Draft with AI, then cut it by half.
Open with the buyer's words from discovery.