The video angle
Record once. [First Name] is the only variable — swapped by Sendspark at send time. When recording, address the 2–3 biggest questions that stall decisions at the proposal stage — the things you hear most often when deals go quiet after a proposal goes out. Share a before/after result from a customer that's universally relatable. Then make the cost of delay concrete — not emotional, mathematical. Script: "[First Name], you have the numbers — I wanted to put a face to them. The thing I hear most from people at this stage is [most common proposal concern]. Here's how I'd answer that: [your go-to answer]. And here's what our customers say after 90 days: [most common result]. Scan the code when you're ready to move forward."
Automation & CRM triggers
- CRM Trigger: Deal stage = 'Proposal Sent' — integrate with PandaDoc or DocuSign to fire when proposal is marked 'Delivered', not just 'Created'
- ACV gate: Only fire for deals above your threshold. A $5K deal doesn't justify this spend.
- Deal > $100K: notify AE manager via Slack and send VIP tier automatically
- Post-delivery: start a 21-day proposal nurture sequence — it runs in the background until the deal closes or dies
- Create a 'Proposal Decision Deadline' task in CRM with a due date 14 days post-delivery — forces a rep conversation about timeline
The QR landing page
A 'proposal companion' page — not a recap of the proposal itself, but a resource that answers the questions they're asking internally: a short ROI calculator they can manipulate with their own numbers, a relevant customer video testimonial (60 seconds), and a 'book the decision call' button. Give them something to share in their own internal meeting.
Follow-up sequence
- Day 1: Email before the box arrives — 'I put something in the mail to go alongside the proposal. It'll make more sense when you see it.' Creates anticipation.
- Day 3 post-delivery: Call — 'I wanted to walk through anything that stood out from the proposal or from what arrived.' Opens with the box, not the close.
- Day 7: Share a reference from a comparable customer. Not a case study PDF — a direct intro or a quote they can use internally.
- Day 14: Executive touchpoint for deals over $100K — your leadership to their leadership. Not a sales call, a relationship-building call.
Reading the signals
- QR scan within 48 hours of delivery = they are actively building their internal business case right now. Push for the decision call this week.
- Proposal document opened multiple times + QR scan = high probability close. Someone is compiling a comparison. Identify your internal champion and give them ammunition.
- No scan, no proposal activity after 7 days = something is blocking internally. Ask directly: 'Is there a specific question I should answer before this moves forward?'