Business proposals are essential for companies looking to win new clients and expand opportunities. But writing an effective, customized and compelling proposal can be challenging.
This comprehensive 2800+ word guide provides everything you need to craft business proposals that get results.
What is a Business Proposal and Why Does it Matter?
A business proposal is a persuasive, professionally-written document that outlines your products, services, experience and ability to successfully complete a project or job for a prospective client.
The goal of a proposal is simple: To convince the client to hire you or buy from you.
But the stakes are high. A lot of time and money hinges on your ability to create a proposal that clearly communicates how you can solve the client‘s problems and deliver value.
With so much competition, proposals need to stand out. Any mistakes, vagueness or failure to speak directly to the client’s needs reduces your chances of winning their business.
That‘s why finely tuned proposals can make or break your success with strategic partnerships and sales opportunities.
The Anatomy of a Winning Business Proposal
While each proposal needs to be tailored to the client and project, excellent business proposals have some common elements:
1. Executive Summary
- High level overview of key selling points
- Create urgency and interest to read on
2. About Us
- Company background, achievements, credentials
- “Why choose us” value proposition
3. Understanding the Problem
- Demonstrate you understand the client’s needs and pain points
4. Proposed Solution and Approach
- How will you solve their problem?
- Step-by-step plan, methodology
5. Deliverables and Scope
- Concrete specifics of what you will provide
- Project phases, timeline, milestones
6. Pricing Breakdown
- All costs clearly defined
7. Terms and Conditions
- Legal, project assumptions and constraints
8. Contact Information
- Call to action and next steps
This covers all the key areas to persuade the client you are the right fit. Now let’s explore some best practices and examples for crafting killer proposals:
10 Tips for Creating Compelling Business Proposals
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Lead with value. An executive summary that quickly establishes credibility and gets to the meat of why you’re the best is key. Demonstrate you understand their pain points and how your solution helps.
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Quantify value. Include metrics, data and specifics on the expected ROI, cost and time savings or revenue gains. This builds trust.
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Get visual. Well designed infographics, charts, images allow key information to land more impactfully.
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Write tightly. Organization, clarity and concision are vital. Use headings, bullet points and emphasis (bolding/italics) for scannability.
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Personalize. Use their name. Reference previous conversations. Tailor content explicitly to them.
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Use their language. Mirror the terminology in their RFP to show you get what they need.
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Sell benefits. Focus more on how you can make their life easier vs. product features.
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Social proof. Case studies, testimonials and credentials influence decision making.
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Follow up. Schedule time to answer questions and reiterate fit. Don’t end at sending proposal.
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Proofread. Typos or formatting issues undermine quality. Double check before sending.
Now let’s look at real-world examples that bring these best practices to life…
3 Business Proposal Examples Done Right
Here are excerpts from A+ proposals across different industries and use cases. Look at how they position value, personalize content, quantify credibility and match the prospect’s language.
This level of alignment both big picture and line-by-line builds incredible trust and fit.
Example 1 – Web Design Proposal
About Us
“For the past 10 years BlueTree Digital has specialized in helping SaaS companies clarifying their message, reach more customers online and scale revenue through targeted web design and digital marketing efforts. Our sweet spot is working with firms investing $40-70K per quarter into sales qualified lead generation.”
The Problem
“As we discussed John, two of the biggest challenges for an innovative medtech firm like Aesculap at this stage of rapid growth are:
- Optimizing self-service conversion from organic traffic
- Freeing up sales talent to focus on qualified, warmer leads”
Proposed Solution
“Based on the successful web design and SEO results we have achieved for SaaS firms like Extenda and ThriveWell (case studies attached), we propose an 18 week engagement to:”
This project-based proposal directly reflects language from sales conversations to build tight alignment. Quantifying past success and defining expected outcomes gives credibility.
Example 2 – Business Development Partnership Proposal
About Us
“Over the past 15 years BlackRock Advisors has established itself as leader in developing strategic partnerships and joint venture initiatives in the financial technology services space. Our partnerships generate an average annual revenue upside of $28-45M per client over a 3 year period.”
The Problem
“As Gerard discussed in our meeting last month, given Flagship’s desire to expand brokerage services into the AsiaPac markets quickly over the next 2 years, executing this ambitious timeline with internal resources alone has two primary obstacles…"
Proposed Solution
"BlackRock Advisors proposes a 36 month consultancy engagement to jointly:
- Craft and execute a strategic plan to successfully enter the Singapore and Hong Kong markets
- Recruit and hire local brokerage talent to scale Flagship’s APAC business"
This partnership-focused proposal positions BlackRock‘s credentials upfront and gives specifics about jointly executed solution phases. Again, direct language ties back to decision maker conversations.
Example 3 – Investor Pitch Deck Proposal
This proposal leads with a one page visual executive summary framing the founders‘ experience and traction to date in building successful companies. Key metrics quantify credentials and market opportunity. This builds immediate investor confidence on "why this team" and "why this space and model."
Compelling visuals and clear quantification of the opportunity continue throughout…
The presentation format allows key selling points to land impactfully. They close by outlining what the investment will be used for – scaling operations to realize a billion dollar vision.
How to Follow Up on Proposals Effectively
Don’t wait passively after submitting proposals. Follow up diligently:
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7 days later – Check in on questions, discuss next steps
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14 days later – Politely check status, reiterate interest
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21+ days later – Consider proposal rejected, move on
To maximize win rate:
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Cover any holes or objections raised after submitting
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Offer to present proposal findings in person/on call
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Suggest next touchpoint to continue dialogue
Following up shows eagerness to earn their business and resolve concerns early. Don’t be pushy, but persistently convey readiness to refine approach until the prospect says yes or no.
Mistakes That Derail Business Proposals
On the flip side, here are common pitfalls that sabotage proposals:
1. Typos – Undermines perceived quality and attention to detail
2. Bland templates – Fails to stand out or personalize
3. Unclear pricing – Hidden costs erode trust
4. Vague claims – Lofty promises without evidence
5. Scope creep risks – No boundaries on work, changes
6. ‘One size fits all’ content – Not tailored to client
7. High pressure sales vibes – Desperation doesn’t entice
To avoid these turn-offs, reflect the client’s language, stay visual, lead with value and ground claims in real examples.
When You Should Use Different Types of Proposals
Beyond broader project proposals, some specialized cases require tailoring approach:
Partnership Proposals
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Joint ventures, channel partnerships, strategic allies
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Position unique value-add for both sides
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Clear mutual objectives, shared vision
Investor Proposals
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Seeking angel investors or venture capital
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Quantify credentials and traction
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Spell out market potential, plan to dominate
Non-Profit Funding Proposals
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Grants, philanthropic donations
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Pull heartstrings with urgency of “why us”
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Transparency on use of funds
Match structure, messaging and metrics to purpose and audience.
Proposal Follow Up Email Templates
When following up post-proposal, use these email template frameworks:
7 Day Check In
*Subject line: Following up on [company] proposal
Hi [name],
I wanted to quickly check in and see if you had any other questions on the proposal we submitted last week for [project name]. Are there any areas you need any clarification or additional details?
Let me know how I can provide any other helpful information as you review options to make a decision on best path forward.
Looking forward to hearing your thoughts!
Best,
[Your name]*
14 Day Status Check
*Subject: Checking in on [company] proposal
Hi [name],
I‘m touching base regarding the proposal I sent over a couple weeks ago to [restate objective, problem to solve].
I know you‘re likely weighing different options and have a lot on your plate. I‘m curious if you‘ve had a chance to evaluate our proposal and if you need me to clarify or expand on any aspects?
Give me a shout whenever you get a free minute so I can share any other helpful details as you finalize next steps. Eager to discuss further!
Thanks,
[Your name]*
Following these templates keeps communication going while conveying ongoing interest aligned with their timeline.
Proposal Software Reviews: Best Tools To Create Proposals
Beyond core document or presentation apps, specialized software can optimize creating and tracking proposals:
PandaDoc
Best For
- Proposal templates
- Customization
- ESignatures
- Tracking opens & views
Key Features
- Hundreds of templates
- Clause library
- Integration with CRMs
- Analytics on engagement
Ease of Use
- Intuitive editor and workflow
- Easy to tweak and publish docs
Price
- $9/month basic plan
- Higher tiers for more features
Proposify
Best For
- Streamlined proposals
- Branding
- Recurring proposals
Key Features
- Save proposal sections
- Online proofing
- Team collaboration options
Ease of Use
- Drag and drop editor
- Custom fields for data
- Simple to master
Price
- $16/month basic
- Volume discounts available
Qwilr
Best For
- Interactive proposals
- Video embedding
- Design appeal
Key Features
- Custom styling
- Animation options
- Present online or offline
Ease of Use
- Intuitive drag-and-drop
- Widget based editor
Price
- $12/month basic
- Enterprise quotes available
Beyond best in class templates and editor, leading tools enable you to embed media, animate content, facilitate approvals and see real time engagement data.
Investing in software pays dividends through more appealing, professional proposals that help win more business.
Recap and Next Steps
We’ve gone through everything from business proposal best practices, templates, examples, follow ups, tools and pitfalls to avoid.
To recap key takeaways:
- Lead with value personalized to the prospect
- Structure content around solving their problem
- Quantify credentials, outcomes and ROI
- Use visuals and readable formatting
- Follow up diligently post submission
- Choose software aligned to workflow needs
Now it’s time to put this advice into action!
Use the frameworks, examples and email templates provided above as inspiration to craft winning proposals tailored to your next big prospect or RFP opportunity.
Remember, crisply conveying fit and value drives proposal success. Do that consistently and you‘ll be well on your way to winning over clients with words, not just products.
