What should a proposal restate to remind the prospect of their pain and goals?

• A. The two to three problems and the two to three objectives, plus the value of solving
• B. The budget only
• C. The features of the product
• D. The company history

Answer: (A)

The main idea here is to keep the proposal focused on what the prospect is trying to achieve and what’s at stake if they don’t act. Restating the two to three problems and the two to three objectives, plus the value of solving, does this by tying the proposal directly to their pain points and desired outcomes. It reminds the prospect why change is needed and what success looks like, which makes the next steps feel like a natural continuation of the conversation rather than a generic pitch.

This approach reinforces the ROI or value at stake, so the buyer can connect the dots between their current issues and the results they want. By listing a small, concrete set of problems and goals, you acknowledge what matters most to them and keep the discussion anchored in outcomes rather than features or budget. That alignment is what moves a proposal forward.

Budget, product features, or company history don’t serve the same purpose. Budget speaks to constraints, not the motivation to change. Features describe what you offer, not why it matters to the buyer’s specific problems and goals. Company history has little to do with the prospect’s current needs and desired outcomes.