How to Write a Winning Sales Proposal: A Comprehensive Guide

In sending sales proposals, SDRs and sales teams usually run into the following challenges: 

• Building credibility: How do you prove you’re the best choice when multiple contractors and vendors are competing for the same opportunity? Standing out in an RFP process can be tough.
• Providing context or information that moves prospects through the funnel: How do you provide enough context, nurture the lead, and address their pain points all within the proposal? 

We cover these things in this article, including things like: 

• How to customize your sales proposal for each stage of the sales funnel
• How to leverage your sales proposal for lead qualification, nurturing, and closing using end-to-end proposal software like Proposally
• Effective post-proposal follow-up methods, focusing on building engagement by asking for more of their time, rather than pushing for immediate conversion

What is a sales proposal and why is it critical for winning clients?

A sales proposal is a key document that presents your services or products to potential customers. Sales reps often use it to highlight what their company offers and guide prospects toward making a decision. 

While many think of it as something used toward the end of the sales process, a sales proposal can be introduced earlier on to nurture warm leads or generate more touchpoints for the sales team. 

It gives potential clients something concrete to consider, even if they’re still figuring out details like pricing or scope.

A well-crafted sales proposal can help you win over a potential client by:

1. Having shorter feedback loops:A clear pricing table helps prospects quickly accept or reject the offer, allowing your sales team to adjust or move forward faster.
2. Providing a clear action plan: A strong sales proposal provides a step-by-step plan to solve the client’s problem. It tackles real friction points, like project duration, cost, and dependencies, giving the client a clear idea of what they’re paying for. By reducing uncertainty, you lower their risk and boost your chances of conversion.
3. Building credibility and trust: Case studies, testimonials, and a clear plan of action show your solution is backed by real experience and expertise, boosting your credibility instantly.
4. Qualifying prospects: Clear details on pricing, timelines, and deliverables help you quickly determine if you and the lead are the right fit.

How does a well-crafted sales proposal impact the sales funnel?

Customizing your sales proposal for different stages of the sales funnel can guide potential clients further along in their buying journey.

For example, if your lead is in the awareness stage and just beginning to explore solutions, you can provide a brief overview of common challenges in their industry. For instance, if they struggle with slow project timelines, highlight how your software reduces project delays by 30%. Address specific pain points and clearly explain how your solution tackles them head-on.

For leads in the decision stage, include a side-by-side comparison showing how your product or service compares with others. Using the same software example, you can talk about how your platform offers 24/7 support and unlimited users, while competitors limit both. Highlight key differences, like pricing tiers or premium features, to make your value clear.

The beauty of using proposal software like Proposally is that you can easily adjust your proposals for different stages in the funnel. 

You can create multiple versions of the same base proposal and swap out templates or sections depending on who you’re pitching to and where they are in the sales pipeline. 

What to include in your sales proposal for different stages of the funnel 

What you highlight in your sales proposal will depend on where the prospect is in the sales funnel. Here’s how we approach our proposals at Proposally, based on years of experience with RFPs, contractors, and HR reps:

Awareness stage

According to HubSpot, 96% of prospects do their homework on a company before ever talking to a salesperson. Even though they’re still exploring their options, chances are they’ve already gathered a lot of information and are sizing up how well your solution fits their needs.

What to include: 

• FAQ: Address common questions and friction points. Use forums, groups, or existing customer support tickets to get an understanding of what prospects at this stage might be looking at.
• Problem-solution overview: Highlight 1-3 problem statements and explain how your product or service addresses this problem. The more specific, actionable, and top-of-mind the “job to be done” is, the better. 
• Charts and graphs: Use visuals to showcase market trends, research, and key stats, providing clear “proof” of why your solution matters.
• Client logos: In place of in-depth customer testimonials, you can include logos from previous clients as a quick credibility builder. 

Consideration stage

Here, the customer is seriously weighing their options, comparing you with other vendors. They’re looking for more details to see how your solution or product stands out.

What to include:

• Vendor/competitor comparison table: Side-by-side comparisons to highlight how your product or service outperforms competitors.
• Detailed product overview: At this stage, they want to “experience” the product or service. Think about embedding a product demo or including photos of past projects to give them a tangible sense of the solution.
• Case studies and testimonials: Show proven results by highlighting key metrics from previous projects. Include before and afters where applicable to demonstrate your value-add.

Decision stage

At this stage, the prospect is nearing a decision and needs clear, direct information to finalize. Beyond showcasing the solution, focus on practical details: what will after-sales support look like? What safeguards will you introduce to keep the project moving smoothly? 

What to include:

• Customized offer: Consider their industry, business size, or specific pain points, and highlight how your solution is designed to address those areas. You might propose additional services or features that fit their needs perfectly, or offer flexible pricing plans based on their budget. 
• Timeline & after-sales support: Use a timeline or table to outline the execution process from start to finish, so the prospect knows what to expect. Include response times, support channels (email, phone, chat), and any dedicated account managers to ensure a smooth post-implementation experience.
• Next steps: Offer a clear breakdown of the engagement process, outlining what’s expected from them and how you’ll be involved. This is crucial if onboarding or implementation is a distinct friction point for the prospect.

Closing stage 

At this point, the customer is nearly ready to commit but needs everything organized before giving the final approval. This is also the stage where adding an easy-to-use eSignature feature or direct payment link can speed up the approval process.

What to include:

• Terms and conditions: Clearly outline the agreement, including the scope of work, timelines, responsibilities, and payment terms. Also, cover key points like confidentiality, dispute resolution, cancellation policies, and any warranties.
• Finalized pricing table:  Provide a clear cost breakdown with included services. Add payment milestones and terms for clarity, and include a direct payment option for ease.
• eSignature: Using proposal software like Proposally, you can add eSignatures to get legally-binding approvals instantly, cutting down on back-and-forth and streamlining paperwork. 
• Onboarding checklist: Consider an onboarding section to guide them through the setup process. This helps clarify the next steps and ensures they know exactly what to expect once they move forward.

Why is understanding your client’s pain points crucial for proposal success?

Highlighting your client’s pain points in a sales proposal shows them you truly understand their needs and challenges. It’s about speaking their language: what’s top-of-mind for them? What obstacles are they dealing with? 

To do this effectively, you need to dive deep into their unique challenges and opportunities. In fact, 42% of B2B sales professionals say that researching the prospect’s company is the key to closing a deal.

As you conduct your market research, focus on uncovering their pain points through the following lenses: 

• Financial pain points: Is the issue about budget constraints or limited resources? Address how your solution fits within their budget while maximizing value.
• Process pain points: Are they struggling to get the project off the ground or dealing with logistical challenges? Show how you’ll streamline processes and keep things on track.
• Productivity pain points: Are they looking for ways to boost efficiency or improve workflows? Highlight how your expertise will make things run more smoothly and help them achieve more with less effort.
• Support pain points: Are they seeking guidance or ongoing support? Offer to provide not just a solution, but also ongoing advice and assistance to ensure they feel supported throughout the project.

3 tips to address client pain points 

To effectively address client pain points, here are three concrete strategies you can include in your sales proposal to prove you’re the best fit for their needs:

1) Make them feel understood by speaking their language: Show the client that you genuinely get their challenges and objectives. 

How you can do it: 

• Contextualize your solution by focusing on the metrics that matter most to them, such as ROI, lead generation, or cost savings. 
• Include market research presented through easy-to-read tables and charts, so it’s clear you’ve done your homework
• When you speak their language and focus on the specific outcomes they want, it builds trust and shows you’re fully aligned with their needs.

2) Demonstrate your expertise: Highlight your industry experience and prove that you’re well-equipped to handle any unique or niche issues that may arise. 

How you can do it:

• Display logos of previous clients you’ve worked with
• Use QR codes to link to external documents like reports, white papers, or case studies
• Embed video testimonials from clients or use photos to bring attention to case studies 

3) Show you’re solution-focused: Clients want to know that you don’t need a lot of onboarding to get up to speed. Instead, present yourself as the expert who’s already thinking about solutions. 

How you can do it:

• Lay out a clear project timeline that walks them through each step of your process, so they can see exactly how you plan to get things done.
• Reference previous projects you’ve worked on in similar situations, and don’t just describe the work, highlight the measurable results. For instance, if you increased conversions by 35% over three months or reduced a client’s operational costs by 20%, be sure to showcase those numbers. 

What are the key elements of a winning sales proposal?

A typical sales proposal follows this format:

• Title page
• Executive summary or introduction
• Problem statement or context
• Solution through your product or service
• Pricing and payment terms
• Project timeline and next steps
• Team involved

Ready to skip the design hassle? Use our pre-filled templates to create a ready-to-send proposal in minutes. Our end-to-end proposal software supports the entire sales funnel—from enablement and nurturing to closing—with features like video embeds, QR codes, lead gen forms, and eSignatures for instant approvals. Sign up today.

Company and product/service introduction

Kick off your proposal with a brief overview of your company. In this introduction, you’ll want to include key details such as:

• How many years of experience you have in the industry
• A few notable clients you’ve worked with
• Common problems you help solve for clients
• Your areas of expertise, qualifications, or any industry awards you’ve earned
• A highlight of big projects you’ve worked on
• The types of clients or industries you typically serve

The goal of this intro is to give a snapshot of the value you bring to the table.

You can always dive deeper into your company’s background in the “About Us” section later on, but a short and sweet intro here is usually enough to set the stage and show why you’re the right fit.

A clear problem statement 

Buyers are far more likely to convert when they see that you understand their specific challenges.

Instead of focusing on broad ROI claims, which can feel generic and abstract, address the exact pain points they’re facing. 

Tailor your messaging to the real, day-to-day challenges your prospect faces and show how your solution directly addresses them. 

For example, instead of saying “optimize workflows,” say, “reduce manual data entry time by 50%” or “automate approval processes to cut project delays by 30%.” 

Focus on specific issues you’ve helped other clients overcome, like eliminating communication bottlenecks in team collaboration or streamlining inventory management to prevent stock shortages. These concrete examples resonate more because they tackle real problems with clear, actionable outcomes.

To make your case even stronger, use charts and graphs to turn your narrative into actionable insights.

Details about the product or service 

Tailor the level of detail of your product and service description based on who’s reading your proposal.

Is your prospect a technical founder who needs in-depth specs and data? If so, you’ll want to dive deep into the technical details such as features, performance metrics, integrations because that’s what they need to make an informed decision.

On the other hand, if they’re more focused on the big picture, they’re likely looking for a clear explanation of how your solution solves their problems and delivers results. In this case, focus less on the technical specifics and more on the benefits, outcomes, and how your solution aligns with their goals.

Just like the problem statement, the benefits of your product or service may not always seem immediately “tangible” to your audience.

To make these benefits more concrete and relatable, consider adding the following to your sales proposal: 

• Use tables to create side-by-side comparisons of different tiers of products or services. This allows potential clients to clearly see the specific value and inclusions at each level, making it easier for them to assess their options.
• Embed videos and photos to create a more interactive and immersive experience, similar to a digital catalog. This visual content brings your offerings to life, giving the client a better sense of what they’ll receive.

Your unique selling point (USP)

Your unique selling point (USP) answers the key question: “Why choose you over the competition?” You’re not the only SDR, consultant, or contractor pitching to them, so what sets you apart?

Your USP is all about highlighting what makes you different. Here are the two usual differentiators: 

• Price: Are you the more accessible option? Spotify for Podcasters focuses on their free tools as a USP, appealing to content creators just starting out or looking for simplicity. 
• Ethos and values: Do you share the same values as your customers when competitors don’t? D2C brand Billie positions themselves as the alternative to overpriced women’s shaving products, paired with a convenient monthly subscription model.

In short, your USP is what sets you apart from the competition. Here are other key differentiators:

• Specialization: Do you have access to industry insiders and key opinion leaders? Can you handle complex or edge cases with ease?
• Process: How do you streamline things for clients? Do you reduce waiting times or simplify a cumbersome process?
• Geography: Are you uniquely equipped to handle cultural or regional challenges? How do you leverage your local knowledge?
• Unique business model: Do you operate differently, making it easier for clients? The rise of productized services highlighted the need for a more streamlined approach to hiring UI/UX agencies and similar creative-type work. 

Pricing and payment terms 

When presenting pricing in your proposal, think about where your lead is in the sales funnel. For those in the awareness or consideration stage, keep it simple and show the pricing and service details. 

If they’re closer to making a decision, dive deeper into payment structures and milestones, especially for complex projects or long-term engagements.You can always ask upfront what pricing info they need to make their decision easier.

With Proposally, you can create and save multiple pricing tables and customize them based on who’s viewing the proposal.

Because long sales processes tend to be a dealbreaker for prospects, consider linking your pricing table directly to a payment platform or invoice so clients can sign and pay instantly. More companies are moving toward this, and it’s working. A study of 180,000 proposals found that 52% of them were paid online, and that number is growing every year.

Timeline and team management 

For sales proposals with tight deadlines, like a new software project or a construction bi, it’s helpful to include a timeline. This makes tracking milestones and achievements easier throughout the project. A table can also help clarify dependencies and highlight potential bottlenecks.

In this section, be sure to include:

• Key deadlines and project milestones
• Team members involved and their responsibilities
• What you’ll need from the client to get started
• Any overlaps or collaborations between teams or stakeholders

How can I optimize my sales funnel using Proposally?

Juggling too many sales tools? We’ve been there. Here’s how we built Proposally so that it can support and simplify different sales functions: 

Embed sales-enablement content on your proposal 

On the editor, open the “Elements” tab to get the list of interactive elements. You can nurture leads within your sales proposal by adding credibility-building assets or more context on your product or service.

Here’s how we like to use our elements to create sales-enablement material: 

• Video Embeds: Include case studies, customer interviews, or product primers to provide valuable insights and real-world examples.
• QR Code: Link to custom offers, detailed reports, or data not included in the proposal for easy access.
• Labels: Add context such as years of experience, product details, or specific clarifications without cluttering the main proposal body. 
• Icon Library: Use icons to hyperlink directly to your LinkedIn, website, portfolio, or other important resources, allowing quick navigation from within the proposal.

Use forms and selection features for lead generation and nurture

You can create lead generation forms by using the Short Text Field or Long Text Field features in the editor. These let you design targeted opt-in forms to capture leads, collect prospect emails, gather key information, or address specific qualifying questions, helping you build a more engaged and qualified lead list.

The Selection Field feature allows you to create in-proposal surveys where prospects can select one or more answers from predefined options. 

You can use this to gather critical lead information, such as budget range, preferred product features, or ideal project timeline. 

Generate tables, tools, bars, and charts to visualize trends, reports, and analytics

We know how important it is to make data-driven decisions. Under “Charts”, you can choose from different data visualization tools that will automatically generate a visual representation of your data through CSV and XLSX upload. You can then configure things like color, label, and legend visibility. 

BONUS: The Brand Kit also applies to charts. With one click, any icon or chart in your proposal will automatically update to reflect your brand colors.

Use eSignatures to close deals 

Under “Elements,” you’ll find a variety of signature options to choose from. There are ready-made templates for bylines and social links, but more importantly, there are dedicated eSignature sections. 

These allow you to collect signatures from prospects directly within your proposal, helping you close deals faster and more efficiently.

What are the best practices for post-proposal follow-up?

While many see the proposal as a direct path to conversion, I find it more effective to view it as a way to keep the conversation going and keep the prospect engaged. 

Yes, the ultimate goal is to close the deal, but your follow-ups should feel less like a hard sell and more like a natural next step in the conversation.

To do this, break your post-proposal follow-ups into smaller, manageable asks that don’t overwhelm the prospect. Instead of pushing for a commitment right away, focus on getting them to take smaller actions, like responding to a question or hopping on a quick call. 

Here are a couple things I like to do: 

1. Automate your follow-up sequence 

If you haven’t heard back yet, don’t worry, it’s normal. In fact, 60% of customers reject an offer multiple times before making a purchase. Consistent follow-ups are essential, and research shows that even just the first follow-up can increase reply rates by 49%. 

Streamline your follow-ups using email marketing or sales automation tools like Mailchimp. These tools let you create a sequence of follow-up emails that are automatically triggered at specific intervals. Not only does this save you time, but it also ensures no lead falls through the cracks.

2. Use actionable information 

When sending follow-ups, avoid vague asks like “Let me know if you’re interested.” Instead, offer something concrete. Suggest a specific date and time for a call or meeting, and be clear about the value they’ll gain from it. 

Example: 

“Hi [Client],

I wanted to follow up on the proposal I sent over last week. How about we set up a quick 15-minute call on Thursday at 2 PM to go over any questions or thoughts you might have? I can also walk you through how our solution can address [specific challenge]. Looking forward to your response!”

This approach gives them a specific action to take and demonstrates that you’re proactive and ready to provide further value.

3.  Provide additional value

As you follow up, don’t just repeat your ask, try offering something new. 

One of the most effective conversion tactics is offering a free trial. If that’s not an option, build credibility by sharing something valuable, like a relevant case study, an industry report, or useful insights they might not have considered.

Example:

“Hey [Client], I also wanted to share a case study from a similar client who saw a 30% improvement in their [specific goal] after working with us. It might give you a better idea of the impact we can have on your team as well.”

Write a winning sales proposal with Proposally 

We built Proposally to solve some of the main challenges we experienced when sending out sales proposals: 

• Our library of templates allows you to skip the design work and start quickly. Each template is pre-filled with industry-approved content from HR reps, agency owners, consultants, and other proposal experts.
• We have drag and drop interactive elements like opt-in fields, checklists, and eSignatures to support your entire sales process 
• We show you open, shares, link clicks, and other metrics so you know what goes on after hitting send

All of these features make it incredibly easy to build, send, and scale your sales proposals in no time–whether you’re a solopreneur aiming to grow your pipeline or part of a growing team looking to align sales and marketing.

Sign up for the pre-release today and get 30-day free access to our proposal software when we launch.