Client feedback on my proposal format made me rethink everything

I used to send out 50 page proposals with tons of detail on service specs. A client told me they never read past page 3 and just wanted the price and timeline up front. So I stripped it down to a 2 page summary with bullet points. Now I'm wondering if I'm missing out by not having the detailed stuff for other clients who actually read it. Anyone else get feedback that made you completely change your approach?

3 comments

3 Comments

val_ramirez5d ago

Honestly, that "never read past page 3" part hits hard. Did you end up keeping the detailed version as a separate doc you could send if they ask, or just scrap it completely? I'm curious if the stripped down version actually got you more responses or just made you feel like you were cutting corners. Tbh, I'd be worried about losing the clients who actually want to deep dive into the specs before committing.

david7035d ago

Oh totally @val_ramirez, I actually kept the detailed version as a backup doc, but here's the thing - I never ended up sending it once. Not even once. The stripped down version got way more replies, and here's why I think that is: most people just want to know if you can solve their problem, not see every single feature listed out. The clients who "want to deep dive" are usually just browsers anyway, not buyers. I noticed the short version made me feel less like I was selling and more like I was having a conversation, which (weirdly enough) got better results.

the_sean3d ago

david is right about the short version working better, but I don't agree that deep dive clients are just browsers. I've had plenty of clients who read every page and then bought. Thing is, they'd also read the short version first and then ask for the details. Nobody starts with the detailed doc anymore. So I made a one page summary that basically says "Here's what you need to know, and here's where the full breakdown lives if you want it." I link to the full version at the bottom and never had anyone complain it wasn't enough. The real trick is making that short version so clear that the detailed stuff feels optional, not a requirement.