When putting together a proposal, I very rarely talk about the deliverables of that project.

Normally, I use a certain set of tools to do what I do; if it's a software project it tends to be Ruby on Rails, with MySQL on Amazon Web Services. If it's a CRM project then that tends to be Pipedrive, Zapier, ConvertKit, Teachable and Signable.

But I don't talk about them in the proposal.

Because no-one really cares.

What they care about are the results. Will it make a difference to my business? Will it save me money? Will it make me money? Will it put an end to my sleepless nights? Will it give me the space to plan for the future?

Because, ultimately, that's why you're talking to me in the first place.

Take action: Why do your customers talk to you? What do they actually want?