Sales · Lesson 4
Proposals that win
A proposal confirms a decision the client has mostly made — it doesn't create one.
If the proposal is the first time the client sees your thinking or price, it is likely to fail. Discuss the approach and a price range in conversation first. The written proposal then confirms what you agreed.
Keep it short and client-centred. A useful structure: their situation and goals (in their words), your recommended approach, options with prices, timeline, why you, and clear next steps. Put the client's goals on page one, not your company history.
Agree a date to review the proposal together before you send it. Walking through it live lets you answer questions and handle concerns immediately. A proposal sent by email with no follow-up meeting often disappears.
Example — Hypothetical: the review call
Instead of emailing a 20-page document, the firm sends a 5-page proposal and books a 30-minute call two days later. On the call, the client chooses the middle option and asks for a start date.
Try this
Take your last proposal. Rewrite page one so it opens with the client's goals in their own words.
Reflect
How many of your recent proposals were sent without a booked review conversation?