The lesson
Close a proposal with a trial built from pass-or-fail tests, and say the cheaper plan wins if only the first test matters.
The move
A sample proposal, labelled fictional at the top, for Ellery Point Coffee Roasters. It states the next step as a 30-day free trial and shows the exact cart: Pro Suite, 10 users, $12,000 total. A section headed "What the trial has to prove before you buy." lists four tests on a Corner Pocket reorder, and a rollout timeline follows.
Why it works
- Our readTests tied to one customer reorder, such as "The 40 lb Harbor Blend quote goes out from the record", give the buyer a concrete way to judge the trial.
- Our read"If only the first test matters to Ellery Point, Starter is the right buy." admits a cheaper outcome, which makes the Pro recommendation easier to trust.
- Our readThe side-by-side table titled "What the extra $750 a month buys." maps each feature to a line from the reorder.
What not to copy
Ellery Point, its people and every figure about them are fictional; the prices are Salesforce list prices. Keep the trial-as-test structure and the honest downgrade line, built on your own buyer's workflow.
