18 May Converting more sales after a proposal is sent

You’ve done it!

You’ve sent out a proposal.

It looks great – your logo is big….you’ve even got the clients logo from their website (this will surely impress them).

So you send the email and immediately feel like the sale is on its way.

superman emails

You feel like Superman

But when you check your emails 3 hours later.


You wait….and wait…..and wait…


Nothing comes back from the client.

You wait 2 days and wonder what to do. Should you email or call?


No, you decide not to.

You wait another 2 days and fire out the dreaded email that nobody wants to send..

Hi John
Just checking you got this and wondered if you had any queries?

Kind regards


That’s the kiss of death.

Nobody wants to send that email, and nobody wants to receive it.

You know deep down it’s not going to do much, but you send it anyway.

And there begins the cycle of how to think of new ways to ask the same question.

Every few days a badly thought-out chaser.

But there is a much more elegant way:

  • Imagine if you could tell your client everything you wanted to about your business, hammer-home all the important points that you really make your company and your system stand out.
  • Imagine if you could do this in a way that prevented your competition from sneaking in a sale?
  • Imagine if you could wave your best testimonials in front of your client and get them read?

It’s possible. It’s simple.
But it does take a bit of work

The way we do this is called

THE 5X Proposal

Here’s the steps:

  1. the setup – The most important step
  2. Answer any FAQs leads normally have
  3. Talk about your process
  4. A testimonial – framed in a benefit to the user
  5. Industry data backing up your approach
  6. The benefits of working with you

It’s very simple – you start with the setup, then craft 5 emails – one for each day of the week.

So let’s dive in:
superman emails

At your meeting / call / emails with the client, you MUST setup this process BEFORE you send your proposal.

Without doing this, your emails might not get read and will seem potentially unrelated to your proposal.

How to prepare the client

In your conversation say:

‘with your proposal, I’ll also send you 5 separate emails over 5 days, these emails will help you understand more about how [their problem gets fixed]. I don’t expect you to read them all, but most people find them very useful.’

Then when you send your proposal:

Repeat it in the email / letter that you’ll be sending this information.

Now that little sentence there is particularly useful for you

This gives you 5 more times to demonstrate how you add value through customer stories and examples.

Why this is useful

How many other people do this?
Probably 1% of your competition.
And the beauty of this approach: You can do this once and rinse & repeat for all of your clients.

So let’s work on the emails

Email 1

faq emails


Work out the most common questions your customers have – the most burning questions on most of their minds. The questions that always get asked that you get slightly fed-up with responding to.

Make a list of these questions

Before you write the answers, take the top 5 (if they are long answers) and top 10 if they are short answers.

Lets say you want lead generation from us.
Our email answers questions such as

  • How many leads can I expect to get?
  • How do you find the leads?
  • How do you integrate?
  • Why do we need to change the domain?
  • How long does it take to get setup?

Now, you can answer this by just facts, or you can turn every single answer to your advantage.

So, for example – the answer to:
‘how long does it take to setup’
‘1 week’


After we’ve spent some time not an initial call, getting to really understand your desired targets, then we spend the next week finding the perfect company owners and ensure we validate the right emails for them.

We will need to setup a separate email for you to ensure the highest possible email deliverability and makes sure you get leads as soon as possible.

This process takes about a week, but means we’re ready to hit the ground running and start generating you leads 7 days from the time we sign the engagement.

Email 2

follow up email process

In this email you spell-out your process and show your potential client why it should benefit them.

Important points

Here’s a good example why of why a process explanation can add a lot of value:

Showing how this works in the ‘wild’

Schlitz beer hired a renowned copywriter, Claude Hopkins to help them increase sales.

To learn more about the company, Hopkins took a tour of the factory – where he witnessed a remarkable operation which cleaned beer bottles with steam before they were filled with beer.

‘That’s amazing’ cried Hopkins, we have to talk about this.
‘Oh no’, said the Schiltz owner ‘EVERYBODY does this, it really isn’t special’

But Hopkins knew that if nobody else talked about the steam cleaning, then the first one to do so would always be remembered for it.

So he created his adverts, which focused on the purity of the beer and quality of the taste, claiming:

‘Imagine — beer so good that its bottles were sterilized by steam before the beer was injected so as to risk not contaminating the flavor. Super clean bottles!’

This propelled the Schiltz beer company from 8th place to 1st place in the industry.

Be careful

You can’t set this up as an email which is simply ‘our process’, you have to focus on the benefit to the client.

So, for example – in our emails instead of saying:
‘we email people 4 times’

The subject of the email is
How we ensure the highest response rates.

And the main points being

– The email crafting
– The targeting
– The follow-up

We expand each section to explain WHY we do this – but always focusing on the end benefit to the client.

So we say:

‘We continually follow up to ensure the highest response rate. Our experience and research shows us that we are just as likely to get a positive response from the 4th email as we are the 1st email. This means we squeeze the most out of every possible lead to get you better results.


Work through your process, find a benefit for each step and write your 3/5 of the most relevant steps and associated benefits.

Email 3

testimonial emails

You’ll know how powerful testimonials are, but you will need to make some changes to your standard testimonial that you from your favorite clients.

We need to reframe our testimonial, most are dull and appear untrustworthy.


Phone one of your clients and ask them the following:

– What was the obstacle that would have prevented you from buying this product?
– What did you find as a result of buying this product?
– What specific feature did you like most about this product?
– What would be three other benefits about this product?
– Would you recommend this product? If so, why?
– Is there anything you’d like to add?

This rather impressive list was developed by Sean d’Souza of Psychotactics.

Each step of this is very important
It reframes the testimonial in a way that your client is thinking.

Your client will always have reservations about working with you – so you need to be aware of these and work to your advantage.

The email

So, instead of having the subject:
We helped XYZ Co generate, $10k in leads in 2 weeks

We turn it into a story
And make it intriguing.
And make it more believable

If we can encourage the client to read the story, then we get the chance to explain how we helped another client.

XYZ Co – from a bad experience with cold emails to $10k in leads in 2 weeks

This turns our testimonial into a story

Not only does this allow us to explain the benefits of working with us, but explain why someone was nervous about working with us before and explain ‘look, it’s natural to be a bit skeptical – but this is what we found with someone else’.

This is very, very powerful.

Email 4

indsutry data

Using the industry to your advantage.

in this email you use industry facts and figures to backup your business / sale / approach. It’s a method borrowed form the remarkable (late) Chet Holmes.

So, for example, What’s more powerful:

Al Gore standing in front of a crowd, saying ‘ you know what, Global warming it an issue, it’s CO2 emissions are really, really high’


Climbing onto a lift to illustrate just how high CO2 emissions are.
emails industry data

In action

When we follow up, we create stark contrasts about the industry.

Subject: Why the Direct Marketing Association reports email responses of 0.12%…
First line of email:….and why we get 29.78% more responses.

We then have an opportunity to explain why we can beat the industry average by multiple times.


  1. Find industry statistics that are relevant to your field
  2. Calculate the difference between your service/solution than the rest of the industry.
  3. Ensure the statistics are relevant and you can explain a difference well

Using industry statistics allows you to genuinely compare your results to a trusted source.

Email 5

benefits of working with us

This one is fun.
Think about all the benefits your customer gets from you.

You should have your answer from a number of clients who have given you feedback – your clients will have numerous benefits from working with you, all have to do in this email is spell out the benefits.

Now, it’s not a great idea to send an email that says:

Subject: ‘This is why you should choose us’

But it should be along the lines of:

Whats it’s like to double your leads?

And then just walk through the benefits.

the benefits to the user.
For example:

  1. You can spend more time on important growth issues
  2. You can start to cherry-pick the jobs you want to work on
  3. If you have more leads, you can raise your prices
  4. You can relax a bit more at weekends

For this to work you really have to dig a bit more into what your current clients like and love about your service. Always frame it as ‘what our other clients have found’.

If you get this wrong, it can sound a bit too self-promotional.

This is a good starting point:

What it looks like to double your leads


Hopefully you’re found the previous emails useful, but I thought it would be a good idea to spell out some of the benefits our clients have found from working with us:

– You can raise your prices. Many of our clients find that when we start generating consistent leads for them, they can start to raise prices. This enables them to stop picking up the smaller jobs and start focusing on the high quality, more profitable, and more professional clients.


Get this email right and it is a great way to round-off your emails

I highly recommend you do this, no matter your industry.

      • It positions you as an expert and gives you a chance to carry on talking to the client after you have sent out your proposal.
      • It allows you to go over all of the other benefits of your business that you can’t always get across
      • By breaking it down over a few days, it keeps you ‘top of mind’ and ensures you are more relevant to the user.

Should you do this in order?

No, there’s really no magic formula.

But do bear the following in mind:

  1. Whilst all your emails should be of very high quality, if you don’t start with a very ‘strong’ interesting email – your client probably won’t read the rest of them and will see it as a self-servicing marketing purpose.
  2. If an email sounds like more than a marketing advert for you (except the last one) – whilst not educating the client -then work on re-wording it.
  3. Have a CTA at the bottom – ask the user to get in touch if they want more details, more information from you or if you have a special offer (recommended)
Let’s be honest, if you leave this page now – you won’t really do anything with the knowledge here. Let’s change that.
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