Bugs Bunny has emotion.
Spock is all logic all the time.
The customer buys emotionally, then justifies logically.
Your proposals are totally SPOCK.
And you wonder why you lose most of them.
ANOTHER CLUE: Your proposals are also logical and boring. (For years I have espoused hiding the price somewhere in the history of your company, or even omitting the price from your proposal, then they will call you.)
Why not have a DVD of customer testimonials that PROVE every point you propose. Have a few that say, “We used to use (your competition), but now we use (your name), and here’s why”
There’s more, but you get the point — your proposals have ZERO emotion, and it’s the main reason you’re customers are comparing price. That’s what’s up, Doc.