4 Ways to Include Validation in Your Business Proposal

Most buyers want to trust salespeople but also need to verify our product’s merit. Basically, they want us to tell the truth, but they are too intelligent to simply take our word at face value without further investigation.

Unfortunately, most buyers also want to avoid conflict. That means that if we do not proactively validate our claims, they will not request us to do so. Furthermore, if we force them to ask us for validation, it feels like we’re forcing them into a fight-or-flight situation. This can ignite an environment of animosity and undermine all the trust and credibility we’ve already built.

In order to avoid that situation, don’t make them ask: validate on your own. You don’t need to defend—just proactively and confidently provide the validation in your business proposal.

4 Methods of Validation

There are four methods of validation. Here they are listed by most powerful to least.

1. Third Party Validation

This is the most powerful way to support your story. If others have experienced success with you, it removes the risk from your buyer, who is considering doing the same thing. The more similar the situation was for the successful party, the more likely your new buyer will proceed.

Alternately, beware of boasting about your abilities and/or your inability to claim similar successes. These behaviors make your buyer wary of your trustworthiness.

In addition, avoid counterfeit third-party successes, or successes in which you played a very minor role. This misleads your buyer into thinking you contributed more than you actually did, and is dishonest.

2. Demonstration

Utilize demonstrations of your product in similar situations to those your buyer will experience. This illustrates the product’s effectiveness.

3. Supporting Data

Display all the current work you have that is like the buyer’s project, along with your credentials and awards. Give all the information your buyer needs before they ask for it.

4. Paint the Vision

Utilize a powerful example to help your buyer envision the outcome of choosing to do business with you.

With these four sources—third-party validation, demonstration, supporting data, and painting the vision—you will be able to validate the claims you have made to your buyer, and do so before they ask for it.