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How to Price a Marketing Proposal: Four Proven Approaches

by Ruben Gamez  |  
March 19, 2018
  |  2,502 views

Conversations about pricing can be uncomfortable, but they're a necessity for every marketer. Figuring out how to broach the topic tactfully—in a way that actually encourages prospects to become clients—gives you a tremendous advantage over competitors.

How do you pull it off?

By applying a few tried-and-true principles, you can navigate this key part of closing every sale.

Let's talk about how to do that.

Use price to persuade prospects to become clients


Cost is always on potential clients' minds. Even if you spend hours painstakingly preparing your marketing proposals, readers will often flip straight to the pricing section. Accepting that is the first step to conveying your price in a way that helps your chances of winning new business instead of hurts them.

Regardless of the project, apply the following six principles within your proposal pricing sections to help you land more clients.

1. Bundle your pricing


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Ruben Gamez is the founder of Docsketch, a sales document tool that has helped companies earn more than $2 billion in sales.

LinkedIn: Ruben Gamez

Twitter: @earthlingworks

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  • by Ginger W. Mon Mar 19, 2018 via web

    This answers a big question I've had about why my proposals occasionally fall into a black hole: giving them options (probably too many options) just confused them. If I want to offer more services beyond their basic 'ask', I should be patient and offer them later as an extension of the contract or build the extra services into the initial price.

  • by Adam Martinez Tue Mar 20, 2018 via web

    I just saw a video of a speech given by Alan Weiss at Stanford and he said one thing that caught my attention, "Emails never work." I personally have never used emails as a form of marketing so I do not have anything to benchmark on but this is still a good article. Thanks

  • by Adriana J. Sat Apr 7, 2018 via mobile

    Presentation is definitely key. We send proposal decks which might include the right number of options but the deck itself is too long for my liking. Any comments on this? Will clients actually go through the whole thing? How long is too long?

  • by Matthew Maginley Sun Jun 10, 2018 via web

    I send my proposals to people I've qualified with a budget to spend. As for value, my presentation shows how I solve the immediate problem for my price. I don't resubmit or chase business. I keep it as simple and direct as possible

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