What the Average Marketing Agency Proposal Looks Like
Proposals are our specialty, so we constantly study and analyze the process. As Sellizer, we have access to data about sent sales proposals. We know when the files are opened, how much time recipients spend on each page, which elements interest clients most and which are skipped. We know this and dozens of other things.
Since a large share of our clients are marketing agencies, we decided to take a close look at their sales proposals. We analyzed the statistics of 10,000 proposals they have sent so far with Sellizer. We want to share the results of our study with you.
The average marketing agency proposal
How many pages does a proposal sent by marketing agencies have? According to our data, 9.5 pages on average. Quite a hefty document, right? How long does it take the client to read it? On average, 6 minutes and 48 seconds.
How much time does the recipient spend on each page? Based on our statistics - 42 seconds on average. Is that enough to absorb the content? That is an individual matter and depends on how much text your proposal contains. Maybe there is less of it, because you focus on the visuals? Then the time needed to read and understand the content will be sufficient. If your proposal has a lot of text, though, such a short time per page should give you pause. 42 seconds is an average - using the tool, you have access to detailed statistics and know the individual viewing time of every page. So you can analyze your proposal precisely and keep improving it.
How long until the proposal is opened? For marketing agencies it is 51 hours on average. Sending the proposal alone is not enough, though: as we observed, in 53% of cases it takes 4 follow-ups before the recipient reads it! That is the best proof that follow-ups MUST be done (no excuses). It is an activity many of us hate and avoid. After all, you do not like calls asking "Have you had a chance to read my proposal" either. But it does not have to look like that! You can easily automate follow-ups with tools - they will "knock" on the client's door for you, and you step in to close the sale.
On which devices are the files opened most often? Statistically, marketing agency proposals are viewed 68% on a computer, 28% on a smartphone and only 4% on a tablet. Why does this matter? Knowing which device your proposal is most often displayed on, you can adjust its design to look its best there.
Does the recipient come back to the proposal? For marketing agencies, files are opened 2.5 times on average, and 6% of them get printed. Is that a lot? Probably not. But when it happens, you know your proposal met with strong interest. Strike while the iron is hot :)
Do marketing agencies attach additional files to their proposals? Only 23% of proposals sent by marketing agencies contain more than 1 file. That means 77% of messages carry nothing beyond the proposal itself. Considering the average length of 9.5 pages, it may simply be that all the key information fits in the main file and no attachment is needed.
Do they prefer sending proposals by email or through other channels? 67% of the marketing agencies we studied preferred email for sending their proposals. 33% sent proposals through other channels - without losing access to detailed analytics.
The most effective proposals in the marketing industry - our tips and best practices
With access to so much detailed proposal data, we analyze it constantly. It lets us draw conclusions we would like to share with you. Here are a few tips on creating sales proposals and on the next steps after sending them to the client.
How many pages should a sales proposal have?
Based on the analysis of proposals sent with Sellizer so far, the optimal length is about 6 pages. Remember to keep the balance - the proposal cannot be too long, but it also cannot lack essential information. An oversized file may overwhelm and scare off the recipient, who will ultimately give up on reading it. Proposals that are too short may seem trivial and will most likely miss key elements. The number of pages will also depend on your industry.
How many attachments should a sales proposal have?
Thanks to proposal statistics we know that at least one attachment has a positive effect on how a proposal is received. There is no magic number, though - a lot depends on the industry. If you have materials that present your product/service better and add value for the client, you should definitely attach them. It can be a short presentation about your company, a client case study, photos or video files.
When to send a sales proposal?
According to our statistics, the best time to send a proposal to an individual client is the second half of the week. The day with the highest open rate is Thursday, and the most effective sending hours are in the afternoon. By then the recipient has dealt with their most important tasks and will have time to read your proposal. It is a bit different when your client is a company. Here the best time to send is Tuesday before noon.
When to send the first follow-up?
Our data shows that the best time for the first follow-up is about 48 hours after sending the proposal. Do not attack the client the same day - they will feel cornered. Wait, give them time to read the file. If they do not reach out themselves (and they most likely will not), take matters into your own hands.
How many follow-ups to send?
80% of sales require 5 contact attempts*¹. So do not give up after the first try. There is a good chance that after four "no's" you will hear a "yes", so do not surrender easily. You can automate follow-ups with tools like Sellizer. You will not have to remember the date of the next reminder - the mechanism will make sure the messages go out on time.
What else to keep in mind when creating a sales proposal?
An individual approach to the client and personalization
The client should feel you are preparing the proposal especially for them. According to Gartner data, 54% of respondents declare they abandon a purchase when the salesperson does not adapt the offer to their expectations and needs. You must therefore focus on the client's needs analysis and learn their potential problems. Creating a sales persona will help.
Benefits and proof
Benefits are what interests your client most. Turn your product's features into the benefits they will get - that is exactly what benefit language is. This element should be backed with proof - numbers, testimonials and case studies are what shows the recipient how your product/service works.
USP (Unique Selling Proposition)
Market competition keeps growing. Think about what can make you stand out and use it as an argument in your sales proposal. In what way is your proposal better than company X's?
Aesthetics and correctness
Keep your sales proposal visually consistent and do not overdo the number of colors and fonts. Restrained, aesthetic files are the most accessible to recipients. Watch your style and grammar - such slips can hurt your image and make you look incompetent.
Reaction time
30-35% of sales are won by companies that contact the client first*². Every minute counts, so do not delay. If a client sends you an inquiry, try to reply as fast as possible. Even when it requires more time and work from you (e.g. preparing and sending a sales proposal), let them know. They will be sure you were the first to take care of their case.
Based on the data we presented about marketing agency proposals, you can see how easy it is to analyze and improve this process. With the tips above and proposal viewing statistics, you can keep optimizing your business files. Get to work!
*¹ https://blog.thebrevetgroup.com/21-mind-blowing-sales-stats
*² https://www.fronetics.com/50-of-sales-go-to-the-vendor-that-responds-first/