BUSINESS OWNERS: Are You Closing Your Best Opportunities?

Getting new customers is one of the biggest challenges for any business. But what if the real issue isn’t getting new leads—it’s failing to close the ones you already have?

Most businesses pour money into marketing and lead generation, yet a staggering number of proposals never turn into closed deals. The frustrating part? You’ve already done most of the work. You just haven’t finished the process.

I see this firsthand in one of my businesses, where our close rate can drop to 35% when we don’t stay laser-focused on the follow-through. That means 65% of opportunities, deals we should have closed, are left sitting on the table.

So, why does this happen? Let’s break down the top four reasons proposals fail and more importantly, how to fix them.

The Top 4 Reasons Proposals Don’t Close

1. Lack of Follow-Up (The #1 Sales Killer)

Many businesses send a proposal and then wait. If the prospect doesn’t respond, they assume, “Well, I emailed and called, but they didn’t get back to me.”‍

Here’s the reality: 80% of sales require at least 5-7 follow-ups, yet most businesses stop after 1-2. Prospects get busy. Emails get buried. Deals get delayed—not because of lack of interest, but because no one is pushing them forward.

2. Lack of Personalization & Value Alignment

A generic, one-size-fits-all proposal rarely stands out. If a prospect doesn’t see how your solution specifically solves their unique problem, they’re unlikely to prioritize it. Your proposal should feel tailor-made for their business, not just another document in their inbox.

3. Sticker Shock & Budget Misalignment

If your pricing comes as a surprise, you’ve already lost. When a prospect isn’t educated on the value before seeing the numbers, the immediate reaction is often, “This is too expensive.” Pricing should be framed in terms of ROI, what they gain, not just what they pay.

4. Decision-Making Delays & Unclear Next Steps

If a proposal doesn’t create urgency or outline a clear path forward, it often gets pushed to the bottom of the priority list. Without a deadline or next steps, many deals stall indefinitely.

4 Ways to Increase Your Proposal Close Rate

1. Implement a Strong Follow-Up Process

• Set a structured follow-up cadence: Call within 24 hours, send email reminders, and schedule next steps.
• Track your proposals, know exactly how many times each one has been followed up on.
• Stop quitting too soon. Most deals are lost right before the finish line.

2. Make Proposals More Persuasive & Personalized

• Customize each proposal to highlight specific ROI and outcomes for the prospect’s business.
• Use visual case studies and client testimonials (written and video) to build confidence.
• Keep it concise and compelling, ditch the fluff and get straight to the value.

3. Overcome Pricing Objections Before Sending the Proposal

• Never let price be a surprise, anchor the value first.
• Offer tiered options (Basic, Standard, Premium) if applicable.
• Frame cost in terms of long-term savings, efficiency, or revenue gains.

4. Create Urgency & Define Clear Next Steps

• Add an expiration date to proposals (7-14 days is ideal).
• Include a clear CTA: Click here to get started, Schedule a call to finalize, etc.
• Always schedule a follow-up call when you send the proposal. Instead of asking, “When works for you?”, take control:
  • "I’ll follow up with you on Thursday at 2 PM to review and answer any questions. If that time doesn’t work, let me know what does.”

Your Unconverted Leads Are an Untapped Goldmine

The process outlined above isn’t complicated, it’s just rarely executed consistently.

If you take a hard look at the proposals your business has sent in the past six months, how many of them got five or more follow-ups? How many had a clear next step?

Chances are, you’re closer to massive revenue growth than you realize, you just need to finish what you started.

Are you ready to close more of the deals you’re already working on?

Let’s make it happen.

SML

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