When to send a proposal
A proposal should only be sent after you have had a thorough conversation with the prospect and understand their needs, budget, and timeline. Never send a proposal as a first contact. It is a waste of your time and signals to the prospect that you have not listened.
The winning proposal structure
1. Executive summary
Start with a brief summary of the prospect's situation and how you plan to help. This should be two to three sentences that show you have listened and understood.
"Smith's Electrical is growing rapidly and the current quoting process is struggling to keep up. Manual quotes are taking 45 minutes each and leading to inconsistent pricing. This proposal outlines how [product] can reduce quoting time to 5 minutes while ensuring pricing accuracy."
2. The challenge
Describe the prospect's problem in their own words. Use the exact language and examples they shared with you. This proves you have been paying attention and builds confidence that your recommendation will be relevant.
3. The solution
Present your recommended product or package. Focus on how it addresses each specific challenge the prospect raised. Avoid listing every feature. Only include what is relevant to their situation.
4. Expected results
This is where you sell the outcome, not the product. Include:
- Specific, quantifiable benefits (time saved, money saved, revenue generated)
- Relevant case studies or testimonials
- Timeline for when they can expect to see results
5. Investment
Present the pricing clearly and simply. Include:
- The monthly or annual cost
- What is included
- Any setup or onboarding fees
- Payment terms
Do not bury the price at the end or apologise for it. Present it confidently alongside the value you have already outlined.
6. Next steps
End with a clear, specific call to action:
"To get started, we would need to schedule a 30 minute onboarding call. I have availability this Thursday and Friday. Which day works better for you?"
Formatting tips
- Keep the total length to two to three pages maximum
- Use headers, bullet points, and white space for readability
- Include your contact details and professional photo
- Add the prospect's company name and logo if appropriate
Common mistakes
- Too long. If your proposal is over five pages, cut it in half.
- Too generic. Every proposal should be customised to the specific prospect.
- Feature focused. Talk about outcomes, not product specifications.
- No clear next step. Always end with a specific action for the prospect to take.
- Sent too early. Never send a proposal before you fully understand the prospect's situation.
Following up on proposals
After sending a proposal, follow up within 48 hours. "I wanted to make sure you received the proposal and see if you had any questions." Do not wait for them to come to you.