We all know that there’s as much offline, behind-the-scenes work during a B2B negotiation as there is formal discussion.  In order to reach that point, though, sales teams need to make a good first impression.  This applies even in situations when you have a referral or a direct connection.  After all, not everyone on the other side of the table may know who you are.

This involves a lot of work pulling together the right materials that send the right messages to hit the right buttons.  Once you’re done presenting them, those sales docs are all your prospect has to review and share internally.  This is the case regardless of your business:  consulting firm, tech developer, sports team, concert promoter, etc., etc., etc.  A buttoned-up proposal is a universal need and a big part of your ticket in.

Unfortunately, this can be an afterthought for some businesses.  Maybe they think they have enough cachet to get by on name alone.  Maybe their sales gurus simply rely on charm.  Maybe, just maybe, they don’t realize the quality of their presentations doesn’t meet the quality of their product.  And that can cost them the deal.

Based on my time fielding pitches on behalf of in-demand brands like Crown Royal, Lenovo, and Target, I’ve put together a list of eight of the most common pitfalls I come across.  Take the time to get these right so that you don’t risk losing out on prospects with more discerning decision makers.

1.  “They don’t understand our business.”

Depending on your industry, there can be “pay to play” elements prospects must accept if they want to partner.  But, if a proposal is chock full of stuff that pushes your agenda instead of their priorities, this sends the wrong message.  They want a pitch rooted in their marketing and business strategy, not your sales strategy.

2.  “This feels off the shelf.”

A lack of effort to creatively tailor a pitch to a particular prospect can be off-putting.  Shrewd audiences will instantly notice a cookie-cutter and wonder if it’s the same one you just presented to their competitors.  They want to feel special, not like they’re being shoehorned into a “Gold Level Package” with other companies.

3.  “How do we fit into the big picture?”

Storytelling is a lost art, which is a shame because we’re wired for it.  Potential partners are just that—partners—and they want to understand your vision as an organization, too.  The proposal should allow brands to envision themselves growing with you, otherwise it’s just a fact sheet and service menu.

4.  “It’s all about them.”

Offering page after page of superlatives, accomplishments, and other background information can be an easy trap to fall into.  While this may (or may not) be interesting, it’s not advancing the offer.  With limited time and space to get your message across, everything that goes into the pitch should relate directly to how the prospect will benefit from it.

5.  “What makes them different?”

Budgets for even the biggest of brands are finite.  Whether your pitch is local, national, or global in scope, they likely have multiple options when it comes to investments in your space.  A strong unique selling proposition (USP) in light of this diverse competition is important to not just differentiate, but elevate your offer.  If this isn’t obvious, you’re just one more fish in the pond.

6.  “How will this offer actually help me?”

Don’t sell the drill, sell the hole.  Within this oversimplification is an important truth.  Brands don’t care about your product or service.  Sorry, they just don’t.  What they do care about is how it’s going to support their business.  While such benefits may seem perfectly obvious to you, not all audiences connect these dots.  Do it for them, never presume they’ll automatically “get it.”

7.  “How have other partners benefited?”

Social proof is a powerful motivator.  Testimonials and case studies with tangible metrics add valuable credibility to your claims.  They also create a sense of FOMO among brands that want to be part of an elite group of partners that are already experiencing success by working with you.  Make sure you can speak confidently to your wins because your competitors will to theirs.

8.  “This is sloppy.”

The lowest-hanging fruit when it comes to a polished presentation is sometimes the most overlooked.  While some brands may disregard typos, poor or inconsistent formatting, and so on, others consider this kind of attention to detail to be representative of their potential partnership with you.  It pays to proofread—literally.

Does a home-run proposal guarantee a sale?  Of course not.  But, it certainly helps get your foot in the door.  Presenting best-in-class materials at every stage sets the rest of your team up for success, and they’ll thank you for it.

Give me a ring to talk about how we can avoid these types of potholes on the road to bigger and better deals.