Propose to Win is a series where we imagine what value-centric sales proposals from real B2B SaaS companies might look like. In this edition, we do the illustrative exercise for Envoy selling to Asana.
Envoy’s value-focused proposal for Asana
Propose to Win is a series where we imagine what value-centric sales proposals from real B2B SaaS companies might look like. In this edition, we do the illustrative exercise for Envoy selling to Asana.
Disclaimer: This is a demo exercise for our learning based on a hypothetical scenario. The information about Envoy and Asana is not endorsed by them and may not be accurate. Also, Envoy did not ask us to do this, but we would love to work with them!
Check out the illustrative Envoy proposal for Asana
In this article
- Asana’s Director of Recruitment wants to improve their candidate experience
- Envoy’s initial price quote could easily get dismissed by Asana’s CFO
- The value-focused proposal that will help Asana’s Director of Recruitment get a yes from their CFO
Asana's Director of Recruitment is on a mission to improve the candidate experience.
Let's say Asana's Director of Recruiting, Amy, is on a mission. She's frustrated that her candidates have to go through a tedious check-in process that involves manual paperwork. And it doesn't stop there. Recruiters come to meet candidates after the ordeal and are unable to recognize them immediately. Candidates start their interviews with a sub-par experience.
Amy wants to make Asana's recruiting process one of the best in the industry, starting with making the candidate visit an enjoyable experience.
Envoy’s standard price quote could easily get dismissed by Asana’s CFO.
Amy wants to pilot a visitor management solution in a few locations before making a pitch to her facilities team to roll it out across all locations. Her solution research leads her to Envoy, where she likes everything she reads. She is confident that Envoy's visitor management solution could work for Asana - she skips the demo and requests a price quote.
She gets a vanilla quote that looks like this:
The intent behind automating the initial price quote is great. For those buyers who know what they want, Envoy eliminates the nonsense of the buyer-seller dance by sending a transparent quote.
Amy's case is different. Candidates are not the only visitors to Asana's buildings. She has to convince the facilities team. The CFO's office also needs to sign off on the expenditure. And it all has to start with a strong value case for the recruiting team.
The bare-bones initial price quote, while well-intentioned, does not help Amy make the case for starting the pilot.
Which brings us to the need for a value-centric proposal.
The value-focused proposal that will help Asana’s Director of Recruitment get a yes from their CFO.
Amy contacts an Envoy sales representative and explains her situation. The Envoy team jumps into action to prepare a business case for her.
They agree to base the proposal on value to the recruiting team as a starting point. This would give Amy the strongest arsenal to get stakeholder buy-in to start the proof of concept.
The proposal needs to cover the following:
- A summary of Asana’s challenges and goals from the lens of Amy
- An overview of Envoy’s visitor management solution for that specific challenge
- An illustration of ROI that Asana recruitment team can expect from Envoy’s solution
- A clear and easy-to-understand price quote in context of the solution and the ROI
- Example of similar deployments by Envoy in the past
- Clear next steps to get the visitor management solution up and running
A summary of Asana’s challenges and goals
This would include what the Envoy rep heard from Amy about their candidate experience challenges and goals. It would summarize things in a way that's easy for everyone to understand for all stakeholders at Asana.
An overview of Envoy’s solution for Asana’s problems
This would highlight Envoy's visitor management solution for improving Asana's candidate experience. It would help the CFO or budget holder understand how Envoy's solution works and what the key benefits are.
An illustration of ROI that Asana can expect from Envoy’s solution
The CFO would be most interested in this section. They will want to know which qualitative and quantitative metrics will be improved by Envoy's visitor management solution and how. They would also want to know what impact, if any, this would have on their overall business. Amy and the Envoy sales team had decided to base it on the benefit to the recruitment team as a starting point.
A clear and easy-to-understand price quote
The price quote we saw above would come in here. It would help the CFO know how much Envoy’s solution will cost Asana. But wrapped in a value narrative, the price quote would be able to justify itself.
Example of similar deployments by Envoy in the past
Here the buying team would like to see existing case studies around Envoy’s visitor management solution or candidate experience solution. This would give them the much-needed confidence to believe in Envoy’s promises.
Clear next steps to get the solution up and running
This would prompt the buyer to take the next step in their buying journey. Maybe book a meeting to discuss key stakeholder concerns or find out more about the implementation process. More importantly, it would help in speeding up the deal cycle.
Here’s what Envoy’s value-focused proposal for Asana could look like.
Conclusion
Without a value narrative, this deal was a non-starter. With the value-focused proposal, the Envoy sales rep is able to help Amy win over all stakeholders, gain a competitive edge in the sales cycle, and accelerate the decision to buy.
Even though Amy knew exactly what solution she needed from Envoy and was starting with a relatively small deal, she needed a value narrative to make the case for implementing the visitor management solution at Asana.
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p.s. With Superwin.ai, such personalized proposals can be automated -- Envoy would not need to send naked quotes at any stage of the sales process!
Would you like to discuss how you can automate CFO ready proposals for your company?
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Disclaimer: This is a demo exercise for our learning based on a hypothetical scenario. The information about Envoy and Asana is not endorsed by them and may not be accurate. Also, Envoy did not ask us to do this, but we would love to work with them!