How to write a business proposal
A business proposal is a document you send to a potential client that tries to convince them to buy your product or service. It explains what you can provide and why they should choose you over competitors. The goal is to win their business!
Proposals are a big deal. A well-written one can land you a sweet contract. A bad one often means missing out on getting paid. That’s why it’s super important to understand how to write a killer proposal that turns leads into real customers.
Types of Business Proposals
There are two main types of proposals:
- Solicited proposals are ones the client asks for. They put out a request for proposals (RFP) describing what they want. Then different companies write up proposals showing how they can best meet those needs.
- Unsolicited proposals are ones you send to clients who haven’t explicitly asked for one. You reach out to them with an offer, hoping to spark their interest in working with you. These require some more convincing since the client wasn’t looking for proposals.
Key Elements of a Strong Proposal
No matter the proposal type, there are some essential things every good one needs:
Executive Summary
The executive summary is a short section at the beginning that lays out the important stuff – who you are, what the client wants, how you can give it to them, and why you’re the best for the job. It’s a teaser that sums up your main points. Busy execs often read this to quickly see if they care about the rest.
Problem Statement
Clearly describe the problem or need the client has that your product or service addresses. Show you understand their pain points. Explain the negative impact of not solving the problem. This sets up why they should want what you’re offering.
Proposed Solution
Here’s where you describe your recommendation for solving their problem. Give an overview of the product/service you’ll provide. Focus on the benefits and value to the client rather than getting lost in the nitty gritty technical details. Make it crystal clear how you’re addressing their needs better than alternatives can.
Qualifications
Include a section establishing your credibility. Describe your company background, team bios, case studies of prior successes, big name clients, awards, etc. The goal is to prove you can deliver results and have a track record of doing so. Build their trust and confidence in you.
Timeline
Provide a timeline estimating how long the project will take from start to completion. Break it into key milestones and phases if needed. Clients appreciate having a sense of how long they’ll be waiting on results. Be realistic about how much time things take so you can meet expectations later.
Pricing
Lay out your fees and pricing structure for the work you’ve proposed. Make sure to clarify what is and is not included to avoid scope creep later. If you offer different package options, spell out what each includes. Justify your prices by reiterating the ROI and value you’ll provide that’s worth the cost.
Terms and Conditions
Specify the nitty gritty details – payment schedule, deadlines, roles and responsibilities, what happens if there are delays, grounds for terminating the contract, etc. Having these ironed out at the proposal stage prevents headaches down the road. Work with a lawyer to draft this if a lot of money is at stake.
Next Steps & Call-to-Action
End with a clear CTA telling the client what you need them to do next – sign the contract, approve the budget, schedule a meeting, reply with questions, etc. Make it easy for them to take that next step to get the ball rolling on working together. Create a sense of urgency where appropriate as motivation to act soon.
How to Make Your Proposal Stand Out
The content of your proposal matters a ton but the style, formatting, and design are also key. A wall of plain Times New Roman text won’t win over many people even if the information itself is solid. Here are some tips:
Tailor It to the Client
Customize each proposal to the individual client as much as possible vs sending a generic one. Use their name, mention specifics about their business, speak their lingo, etc. They should feel like it’s written just for them, not sent to 20 others too.
Keep It Skimmable
Most people are skimming, not reading every word. Make your proposal easy to scan and still get the gist:
- Use descriptive headings and subheadings to break up content into digestible chunks
- Keep paragraphs to 2-4 sentences max
- Use bullet points and numbered lists to draw the eye to important info
- Bold or italicize key phrases you want to pop
- Include visuals like images, charts, tables for variety and to make data easier to grasp
Cut the Fluff
Every word and sentence should serve a purpose. If you can say it in fewer words without losing meaning, do that. If a sentence or paragraph isn’t adding value for the client, nix it. They don’t want to wade through any more pages than needed. Put yourself in their shoes and think “so what?” for everything you’ve included.
Proofread
Typos and bad grammar immediately make you look less professional and credible. After putting work into the rest of the proposal, don’t let sloppy writing undermine it. Proofread multiple times and get others to check it too before hitting send.
Use Persuasive Language
The wording you choose matters a lot. Use active voice wherever possible – “We will increase sales by 25%” is stronger than “Sales will be increased by 25%.” Start sentences with action verbs. Be direct and decisive. Show energy and enthusiasm. Include emotional appeals where appropriate rather than just cold hard facts. Avoid wishy-washy, passive language.
What to Do After Sending the Proposal
Congrats, you’ve written an awesome proposal! Here’s what to do after sending it to boost your odds of success:
Follow Up
Most clients won’t reply immediately after getting your doc. And that’s ok! Give it 2-3 business days, then send a short follow up email to check that they received it and ask if they have any questions. If still no response after another few days, follow up with a call. Persistence often pays off. Most people appreciate the nudge.
Be Available to Answer Questions
Clients will likely have some questions or want to discuss certain parts of the proposal in more depth. Make it clear you’re happy to hop on a call or answer via email to clarify anything. Being responsive and thorough helps build trust that you’ll be reliable to work with.
Incorporate Their Feedback
They may want some modifications to the scope, timeline, or pricing before signing off. Be open to making reasonable changes to meet their needs. Negotiate if needed. This is your chance to work out any kinks before putting it in ink. Finding that middle ground keeps everyone happy.
Stay Positive
Not every proposal will get accepted and that’s ok! Maybe it’s just not the right timing or fit. Be gracious and thank the client for their consideration. Ask if you may keep in touch for future opportunities. Maintain the relationship as you never know what may change later. A “no” now could turn into a “yes” down the road.
Wrap Up
Learning to write winning business proposals takes time and practice but it’s an essential skill if you want to lock down great clients and projects. It’s part art, part science. Focus on really understanding the client’s needs and clearly communicating how you can uniquely solve them. Be convincing while keeping it concise. Sweat the details in both the content and style. Stay on their radar after sending it. And always be open to feedback. You got this – now go land that deal!
