sales-proposal-analytics

---
name: sales-proposal-analytics
description: Interprets Qwilr engagement signals and decide what to do next. Use when a prospect hasn't opened your proposal, the buyer went dark after viewing, you don't know who else on the committee saw it, you're unsure whether to follow up or wait, a prospect keeps re-reading the pricing section but won't sign, or deal momentum stalled after sending the quote. Do NOT use for writing or structuring the proposal (use /sales-proposal-page), building reusable templates (use /sales-proposal-template), or wiring Qwilr to a CRM (use /sales-qwilr-automation).
license: MIT
---

# Interpret Qwilr Proposal Analytics

Help the user read Qwilr engagement signals and turn them into concrete next steps — follow-up messages, strategy adjustments, or deal actions.

## Step 1 — Gather context

If `references/learnings.md` exists, read it first for accumulated knowledge.

Ask the user:

1. **What are the analytics showing?**
   - A) Prospect viewed the proposal (single view)
   - B) Prospect viewed multiple times
   - C) Multiple people viewed it (committee/forwarded)
   - D) Prospect hasn't viewed it at all
   - E) Prospect viewed specific sections heavily (e.g., pricing)
   - F) Prospect partially accepted (selected some items, not all)
   - G) Prospect accepted the proposal
   - H) Other — describe the signals

2. **How long since you sent it?**
   - A) Less than 24 hours
   - B) 1-3 days
   - C) 4-7 days
   - D) More than a week
   - E) More than 2 weeks

3. **Deal context**:
   - What's the deal size and product/service?
   - Who's the buyer (title, decision-making authority)?
   - Is there a competitive situation?
   - What was the last conversation like before sending?

**If the user's request already provides most of this context, skip directly to the relevant step.** Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end — don't gate your response behind gathering complete context.

## Step 2 — Signal interpretation

Interpret the engagement pattern using this framework:

### View patterns and what they mean

| Signal | Likely Meaning | Urgency |
|---|---|---|
| **Viewed once, briefly** | Skimmed it, may return later — or may not be prioritizing | Medium |
| **Viewed once, spent time on pricing** | Evaluating cost, possibly comparing to alternatives | High |
| **Viewed multiple times** | Actively considering, possibly building internal case | High |
| **Multiple unique viewers** | Being circulated to buying committee — deal is progressing | High |
| **Pricing section revisited 3+ times** | Price sensitivity or building a budget justification | High |
| **Executive summary skipped, jumped to pricing** | Buyer already understands the value, focused on cost | Medium |
| **Not viewed after 24h** | Email may not have landed, or not a priority right now | Medium |
| **Not viewed after 3+ days** | Delivery issue, lost priority, or buyer is going dark | High |
| **Viewed then went silent** | May be discussing internally, or lost momentum | Medium-High |
| **Partial acceptance** | Wants some items but not others — negotiation opportunity | High |

### Multiple-viewer analysis

When multiple people view the proposal:
- **2-3 viewers**: Normal buying committee circulation. The original contact is championing internally.
- **4+ viewers**: Larger committee than expected — deal may be more complex. Ask about procurement involvement.
- **New viewer after silence**: The proposal was forwarded up — a good sign, but the new viewer may need different framing.
- **Same person, different times**: They're returning to it — likely building a case or comparing options.

## Step 3 — Action plan

Based on the signals, provide concrete next steps:

### If viewed and engaged (positive signals)
1. **Don't jump in immediately** — let them finish evaluating (unless they've viewed 3+ times with no action)
2. **Send a value-add follow-up** — share a relevant case study, ROI data, or answer a question they didn't ask yet
3. **Offer to walk through it** — "I saw you've had a chance to review — want to jump on a quick call to walk through the pricing options?"

### If not viewed
1. **Check delivery** — confirm the email landed (check spam, verify address)
2. **Re-send with a different subject line** — the original email may not have cut through
3. **Try a different channel** — phone call (most direct), LinkedIn message (visible even if email is buried), text/SMS (if you have the number and the relationship supports it). Don't keep using the same channel that isn't working.
4. **Reduce friction** — "Here's the one-page summary" with a link back to the full proposal

### If pricing section is getting heavy attention
1. **Proactively address value** — send an ROI breakdown or case study showing cost justification
2. **Offer flexibility** — "I noticed you're reviewing the pricing — happy to discuss options that fit your budget"
3. **Don't discount preemptively** — let them raise the concern first

### If multiple stakeholders are viewing
1. **Ask your champion** — "It looks like a few people on your team are reviewing — should I put together a summary for the broader group?"
2. **Create stakeholder-specific content** — technical details for engineering, ROI for finance, timeline for ops
3. **Offer a group walkthrough** — bring all stakeholders into one call

### If buyer went dark
1. **Day 3-5**: Light touch — share something useful (article, case study), don't ask "did you see my proposal?"
2. **Day 7-10**: Direct but empathetic — "I know things get busy. Is this still a priority for Q2, or should we revisit later?"
3. **Day 14+**: Break-up email — "I don't want to keep following up if the timing isn't right. Should I close this out for now?"

## Step 4 — Draft follow-up messages

Write 1-2 follow-up messages tailored to the specific engagement pattern. Messages should:

- Reference the engagement signal *indirectly* (don't say "I see you viewed it 5 times" — that's creepy)
- Add value, not just ask for status
- Include a specific, low-friction CTA
- Match the tone of the deal stage (casual for early, professional for enterprise)

## Step 5 — Webhook setup guidance

Help the user set up real-time alerts for future proposals using Qwilr webhooks:

### Recommended webhook subscriptions

```bash
curl -X POST https://api.qwilr.com/v1/webhooks \
  -H "Authorization: Bearer $QWILR_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "url": "https://your-endpoint.com/qwilr-events",
    "events": ["pageFirstViewed", "pageViewed", "pageAccepted", "pagePartiallyAccepted"]
  }'
```

### Event-to-action mapping

| Webhook Event | Recommended Action |
|---|---|
| `pageFirstViewed` | Alert rep in Slack/email — prospect opened the proposal |
| `pageViewed` (repeat) | Log in CRM — track view count and timing |
| `pageAccepted` | Update CRM deal stage, notify rep, trigger onboarding |
| `pagePartiallyAccepted` | Alert rep — buyer selected some items, follow up on the rest |
| `pagePreviewAccepted` | Internal preview was accepted — ready for client review |

For full automation setup (CRM sync, Slack notifications, etc.), use `/sales-qwilr-automation`.

## Gotchas

- **Don't over-interpret a single page view.** One view could be the prospect, their EA, or an automated CRM preview. A single brief view doesn't mean "they're interested" — it means "someone opened the link." Wait for patterns (repeat views, time spent, multiple viewers) before drawing conclusions.
- **Don't treat all engagement signals equally.** Pricing section views are much higher signal than a quick skim of the cover page. Weight your interpretation toward the sections that indicate evaluation behavior (pricing, scope, case studies).
- **Don't recommend aggressive follow-up on automated CRM views.** Some CRMs and email tools auto-preview links, generating false "viewed" signals. If a view happens within seconds of sending with zero time on page, it's likely automated.
- **Don't tell the prospect you can see their views.** Saying "I noticed you looked at the pricing 3 times" is creepy and breaks trust. Reference engagement signals *indirectly* — "I wanted to see if you had questions about the pricing options."
- **Don't ignore time-of-day context.** A prospect reviewing a proposal at 10pm on a Sunday suggests they're doing personal due diligence, possibly building a case. A 30-second view during business hours is likely a quick skim between meetings.
- **Self-improving**: If you discover something not covered here, append it to `references/learnings.md` with today's date.

## Examples

### Example 1: Repeat pricing views but no signature

**User says**: "I sent a $40k Qwilr proposal 4 days ago. The buyer has opened it 5 times and keeps landing on the pricing section, but hasn't accepted."

**Skill does**: Maps the signal to "Pricing section revisited 3+ times" (High urgency — price sensitivity or budget-justification), reads 5 views over 4 days as active consideration rather than a stall, and recommends addressing value (ROI breakdown / cost-justification case study) plus budget-fit flexibility over preemptive discounting. Drafts a follow-up referencing the pricing interest *indirectly* ("happy to walk through the options that fit your budget") — never "I saw you viewed pricing 5 times."

**Result**: A value-anchored follow-up with a low-friction CTA that addresses the cost concern before it becomes an objection — without the trust-breaking "I can see your views" mistake.

### Example 2: New viewer appears after the deal went quiet

**User says**: "My contact viewed the proposal once, then nothing for a week. Now suddenly two new people I've never talked to have opened it."

**Skill does**: Reads "New viewer after silence" + multiple-viewer circulation as the proposal being forwarded up to a buying committee (a positive sign), flags that new viewers may need different framing than the original contact, and recommends asking the champion whether to prepare committee-ready, stakeholder-specific material (ROI for finance, technical detail for engineering) plus a single group walkthrough.

**Result**: The user re-engages through the champion, supplies committee-ready material, and converts forwarding momentum into a scheduled group call instead of waiting passively.

### Example 3: Proposal never opened after 3 days

**User says**: "It's been 3 days and the analytics show zero views. The prospect was warm on our last call."

**Skill does**: Maps to "Not viewed after 3+ days" (High urgency — likely a delivery issue or lost priority, not disinterest), has the user verify delivery first (spam folder, correct address) before assuming the buyer is dodging, and recommends switching channels (phone, LinkedIn, SMS) with a one-page summary and fresh subject line rather than re-sending the dead thread.

**Result**: The user discovers the email was buried, reaches the prospect on a more visible channel, and gets the proposal opened without an awkward "did you see it?" nudge.

## Troubleshooting

### A "view" registered within seconds of sending, with no time on page

**Cause**: Many CRMs, email security gateways, and link-preview tools auto-fetch links, generating a false "viewed" signal before any human opens it.

**Solution**: Treat sub-minute, zero-dwell views as automated, not human engagement. Wait for a pattern (repeat views, real time-on-page, or a distinct second viewer) before alerting the rep or starting follow-up.

### Analytics show many viewers but the deal still feels stuck

**Cause**: A large viewer count (4+) can signal a bigger or more complex committee than expected — often procurement or legal entering the process — not necessarily buying intent.

**Solution**: Ask the champion who is now involved and whether procurement is engaged. Provide stakeholder-specific framing and a group walkthrough rather than assuming volume of views equals momentum.

### Unsure whether to follow up or wait after a single view

**Cause**: One brief view is low-signal — it could be the prospect, an assistant, or an automated preview, and it doesn't indicate evaluation behavior.

**Solution**: Don't jump in on a single skim. Hold for a pattern; if you must touch base, send a value-add (case study, useful article) rather than a status-check, and never reference the view directly.

## Related skills

- `/sales-proposal-page` — Write or restructure the proposal itself
- `/sales-qwilr-automation` — Set up automated CRM sync and webhook workflows
- `/sales-cadence` — General follow-up strategies (non-Qwilr-specific)
- `/sales-deal-room` — For complex deals that need a multi-page deal room
- `/sales-do` — Not sure which skill to use? The router matches any sales objective to the right skill. Install: `npx skills add sales-skills/sales --skill sales-do`