How to Write Winning Proposals That Close Deals Faster

Writing a sales proposal that closes deals faster doesn’t have to be complicated. 

Think of it like telling a story—your story just happens to be about how you can solve your client’s problems better than anyone else. 

In this guide, we'll break down the steps to create proposals that grab attention, highlight your value, and make it easy for your client to say “yes.” 

Let’s dive in and turn your proposals into powerful tools that win business, time and time again.

You need to understand your audience

Before you even start writing, it’s crucial to understand who you’re writing for. Your proposal should speak directly to your client's needs, challenges, and goals. 

The better you know your audience, the more effectively you can tailor your message to resonate with them. This means digging deep into their industry, their company, and their specific situation. 

What keeps them up at night? What are their biggest pain points? 

Answering these questions will allow you to craft a proposal that feels personal and relevant—two key ingredients in closing deals faster.

By showing that you truly understand their needs, you position yourself as the ideal partner to help them achieve their objectives. This sets the stage for a compelling proposal that isn’t just about selling your services but about solving their problems.

Knowing your client’s pain points and goals is a must

When you understand your client’s pain points and goals, you can craft a proposal that speaks directly to their needs, making your offer more compelling. Clients are looking for solutions that address their specific challenges, not just generic services. 

By highlighting how your solution directly aligns with their goals, you demonstrate that you’re invested in their success. 

This personalized approach builds trust and increases the likelihood of your proposal being accepted. It shows that you are not just offering a service but a partnership aimed at solving their unique problems.

To effectively address pain points, here’s what you can do:

• Engage in preliminary discussions with your client to uncover their primary concerns and objectives.
• Identify what’s causing friction or hindering their success—whether it’s operational inefficiencies, market competition, or outdated technology.
• Understand both their short-term and long-term goals. Are they looking to scale, reduce costs, or enter new markets? 

When you know exactly to whom you’re sending the proposal, writing it becomes increasingly easier. 

But how to find all that out? Here’s what you can do to get all the information you need. 

How to research your client and their industry? 

Research is the cornerstone of writing a proposal that resonates. 

Start by gathering as much information as possible about your client and their industry. Here are some effective techniques:

• The client’s website, annual reports, and press releases are goldmines for understanding their business model, values, and current projects.
• Analyze their social media channels to gauge their brand voice, recent activities, and customer interactions. Platforms like LinkedIn can provide insights into company culture and the backgrounds of key stakeholders.
• Use industry-specific reports and publications to gain a macro perspective on the challenges and opportunities within their sector. Understanding broader industry trends can help you position your proposal to anticipate future needs.
• Look at the client’s competitors to understand what they are doing differently or similarly. This can help you identify gaps in the market that your proposal can address.
• Don’t underestimate the power of asking questions directly during meetings or calls. Tailored questions can elicit valuable information that you might not find online.

By combining these research techniques, you can craft a proposal that not only meets the client’s immediate needs — but also positions them for future success. 

And this image above clearly shows where to look for information. Looking to identify industry trends? Or build email lists? Or you’re new to the market and you’re trying to enter? 

Follow this chart above for guidance on how to research both the client and the industry.

This instantly sets you apart from competitors who may offer less personalized solutions. And the chances of your proposal being accepted start rising.

And before you go any further, take a moment to view this chart. This chart from Gartner shows just how complex it is for a B2B buyer to get ready for a purchasing decision.

Here you can see where they get their information, how they learn about their problems, and what actions they need to take to solve them. 

How to structure your proposal for maximum impact?

The way you structure your proposal can make or break its effectiveness. A well-organized proposal not only makes it easier for the client to understand your offer — but also guides them toward the decision to say "yes." 

The best thing to do is — start with a clear, engaging cover letter that sets the tone. 

Follow with an executive summary that highlights the key benefits of your solution, then dive into the details with sections on the problem statement, proposed solution, and value proposition. 

Each section should build upon the last, creating a compelling narrative that showcases your understanding of the client’s needs and your ability to deliver results.

Before you even start planning your proposal, I suggest you check some of the most common mistakes in sales proposals. This way, you’ll be on the right track right from the start. 

Nevertheless, let’s sum all this up. Here’s a clear overview of a winning proposal structure.

1. Cover letter:
   • Purpose: Introduce yourself, establish rapport, and set the tone for the proposal.
   • Content: Briefly summarize your understanding of the client’s needs and how your solution aligns with their goals. Keep it concise and personalized.
2. Executive summary:
   • Purpose: Provide a high-level overview of the proposal.
   • Content: Highlight the main benefits of your solution, focusing on how it addresses the client’s specific challenges and contributes to their objectives.
3. Problem statement:
   • Purpose: Clearly define the client’s problem or challenge.
   • Content: Describe the issue in detail, demonstrating your understanding of the client’s situation. Use data or specific examples if possible.
4. Proposed solution:
   • Purpose: Present your solution as the best option for the client.
   • Content: Outline the services or products you will provide, explaining how each aspect of your offering addresses the problem. Include timelines, deliverables, and any other relevant details.
5. Value proposition:
   • Purpose: Showcase the value and ROI of your solution.
   • Content: Use metrics, case studies, or testimonials to quantify the benefits your solution will bring. Focus on how your proposal will deliver measurable results and align with the client’s broader business goals.
6. Visual elements:
   • Purpose: Enhance readability and engagement.
   • Content: Incorporate charts, graphs, and images to support your proposal’s key points visually. Ensure that visual elements are clear and directly relevant to the content.
7. Conclusion and call to action:
   • Purpose: Encourage the client to take the next step.
   • Content: Summarize the key points of the proposal, restate the benefits, and include a clear call to action—whether it’s signing the proposal, scheduling a follow-up meeting, or another next step.

By structuring your proposal in this way, you ensure that each section logically flows into the next, creating a persuasive document that’s easy to navigate and compelling to read. 

This approach not only helps you clearly communicate your value but also makes it easier for the client to see how your solution is the right fit for their needs.

Let’s now go through every key aspect of your proposal. We’ll give you some tips and actionable steps to take in order to close your deals faster.

The cover letter

The cover letter is your first opportunity to make a strong impression. It should introduce your proposal, establish a connection with the client, and set the tone for the rest of the document. 

A well-crafted cover letter can make the difference between a proposal that gets read and one that gets skimmed or ignored.

Best thing you can do? Personalize it! Here’s how:

• Direct address: Use the client’s name and mention their company specifically.
• Reference pain points: Briefly mention the client’s key challenges, showing that you understand their needs.
• Tailored language: Reflect the client’s industry language and tone, whether it’s formal, casual, or technical.

Here are some parts your cover letter should have:

• Introduction: A brief introduction of who you are and the purpose of the proposal.
• Summary of understanding: A short statement that demonstrates your understanding of the client’s needs.
• Teaser of the solution: A hint at how your proposal will address their challenges without going into full detail.
• Call to action: A sentence encouraging the client to proceed with reading the proposal or to get in touch for further discussion.

When personalizing the cover letter and including these key elements, you make a compelling case right from the start. This increases the likelihood that your proposal will be given the attention it deserves. 

The executive summary

The executive summary is the most critical part of your proposal. It’s where you capture the essence of your offer and convince the client that your solution is exactly what they need. 

This section should provide a high-level overview that aligns with the client’s goals and sets the stage for the more detailed sections that follow.

Above you can find a ready-to-use template for writing your executive summary. Regardless of this template, you’ll want to check these proven tips before writing.

Here’s how to write your executive summary:

• Start with the client's needs: Begin by restating the client’s key challenges or objectives. This shows that you understand what they are trying to achieve.
• Highlight the benefits: Focus on the primary benefits of your solution. Emphasize how it addresses the client’s needs. Make sure to clearly link these benefits to the client’s specific goals, whether it’s increasing revenue, improving efficiency, or expanding market reach.
• Keep it short: The executive summary should be brief yet powerful. Avoid getting bogged down in technical details — instead, provide just enough information to make the client eager to dive into the full proposal.
• Include key metrics: If possible, quantify the benefits your solution offers. For example, if your proposal is aimed at increasing sales, mention the potential percentage increase in revenue or the projected ROI.
• End with a strong statement: Conclude with a compelling statement that reinforces why your solution is the best choice. This could be a brief mention of your unique value proposition or a call to action.

This way, you’re not only grabbing the client’s attention but also setting a positive tone for the rest of the document.

The problem statement

The problem statement is a crucial part of your proposal. It sets the stage for why your solution is necessary by clearly stating the specific challenges the client is facing. 

A well-defined problem statement not only shows that you understand the client’s situation but also creates a sense of urgency for solving it. This part is where the research really shines through.

Here are some battle-tested tips for writing a problem statement:

Be ultra-specific. Clearly outline the problem and avoide vague language. Use data, examples, or insights gained from your research to define the issue in a way that resonates with the client.

Align with client pain points. Ensure the problem statement directly reflects the client’s known pain points or challenges. This makes the issue relatable and ensures the client feels understood.

Highlight consequences. Mention the potential negative outcomes of not addressing the problem, such as lost revenue, decreased efficiency, or market share decline. This adds urgency and reinforces the need for a solution.

When you define a clear problem statement, you lay a strong foundation for presenting your solution as the best option to address their needs. This alone will help improve the acceptance rate of your proposals by a significant percentage. 

Here’s an example of a problem statement: 

“XYZ Corporation is currently facing a 15% decline in production efficiency due to outdated machinery and inconsistent maintenance schedules. This inefficiency has resulted in a 20% increase in operational costs over the past year, directly affecting profit margins and leading to a loss of market share to competitors who have modernized their operations.

 If not addressed, this issue will likely cause further financial strain, reduce competitiveness, and risk the company's position as a market leader.”

You can see that the statement is specific — it mentions specific metrics impacted by specific events, consequences are highlighted, and client’s pain points are accounted for. 

The proposed solution

The proposed solution is where you present your offer as the ideal remedy to the client's problem. This section should be thorough, detailing exactly what you will deliver and how it directly addresses the client’s needs.

Remember, this is the heart of your proposal. This part needs to be brought to perfection! 

Here are some tips that will help you get the most out of your proposals:

• Customize your solution to fit the client’s specific situation. Avoid generic descriptions — focus on how your services or products will uniquely solve their problem.
• Specify what the client will receive, including timelines, milestones, and any tangible outputs. This clarity helps set expectations and demonstrates your commitment to delivering results.
• Show how each deliverable aligns with the client’s objectives, reinforcing the value of your solution. This connection makes your proposal more persuasive and relevant.
• If applicable, provide a high-level roadmap that outlines the implementation process. This can help the client visualize the journey from problem identification to solution delivery.

With a proposed solution tailored to your client, you position your proposal as the most logical and effective choice for the client. 

This makes it extremely easy for the client to perceive the value of your solution. 

Most importantly — it drastically increases the chance of your proposal being accepted. 

The value proposition

The value proposition is where you highlight the unique benefits of your solution and why it stands out from the competition. 

This section should make it clear why your proposal offers the best value for the client.

Here are some great tips to make a clear value proposition and increase your chances of closing the deal:

1. Use metrics when possible: Provide specific numbers to show how your solution will impact the client’s business. For example, if your solution increases efficiency, quantify the time or cost savings.
2. Focus on ROI: Demonstrate the return on investment (ROI) your solution will provide. Whether it’s through increased revenue, reduced costs, or improved performance, make the financial benefits clear and compelling.
3. Leverage case studies: If possible, include case studies or examples from previous clients that showcase the measurable benefits your solution has delivered. This adds credibility and makes the value proposition more tangible.
4. Align your proposition with client goals: Ensure that the benefits you highlight are directly aligned with the client’s strategic goals. This reinforces the relevance of your solution and makes the value proposition more persuasive.

When clients get to see the numbers in your value proposition, it helps them make a decision. They have a certain set of goals they want to achieve — and when you quantify the benefits of your solution to align with those goals, you’re more likely to succeed.

Still, a proposal without a compelling narrative will leave clients with a bland taste in their mouths. A good story can make all the difference. And here’s how to create one.

How to craft a persuasive narrative?

A persuasive narrative is the driving force of a successful proposal. 

With a well-crafted story, you can connect emotionally with your client, making your proposal not just informative, but memorable and convincing.

Here’s what you do:

• Start with the client’s journey. Begin by framing the client’s current situation or challenge as part of a broader journey. This helps them see their story within the context of your proposal.
• Use only relatable language. Speak in terms that resonate with the client, using analogies or scenarios that reflect their industry and experience. The more relatable your language, the stronger the emotional connection.
• Highlight transformation into success. Position your solution as the key to transforming the client’s current challenges into future successes. Show them the “before” and “after” of adopting your solution.
• Showcase real results. Include success stories of previous clients who faced similar challenges and benefited from your solution. Use these stories to illustrate the tangible results you’ve delivered in the past.
• Include relevant testimonials. Testimonials add credibility to your narrative. Where possible, use quotes from satisfied clients that highlight specific outcomes, such as increased sales or improved efficiency.
• Create a relatable arc. When weaving these elements into your proposal, craft them as part of a narrative arc that mirrors your client’s journey. This helps the client see how your solution has successfully addressed similar issues before and can do the same for them.

These are some of the best tips you’ll find around — and be sure to follow them. If you’re still looking for that 1st client (or you’re aiming for expansion), closely following these steps will help you close that deal.

And once you have your story well crafted, you’ll want to work on your pricing. 

Here’s everything you need to know. 

How do you set up your pricing strategy?

Pricing is a critical component of any proposal, and the way you present it can significantly influence the client’s decision. 

Offering flexible, transparent pricing models can help close deals faster by making it easier for clients to see the value and make a commitment. Still, keep in mind that this largely depends on the service you’re offering and the kind of company you want to be. 

But we all have to start somewhere. And here’s what you do when you don’t know where to start. Below you’ll find 3 different pricing tactics that will help you form a strategy. 

1) Single pricing model

This straightforward approach provides one clear price for the entire solution. It’s simple and easy to understand, which can be appealing to clients who value transparency.

For example, when you frame a proposal and price your solution at $30,000, this means you’re going with the single pricing model. The client can either accept, reject, or renegotiate the price.

2) Tiered pricing model

Offering multiple pricing tiers gives clients options based on different levels of service or features. This flexibility allows clients to choose a package that best fits their budget and needs, potentially increasing the chances of a sale.

For example, when looking for a software, you’ll almost always stumble upon a pricing page with a few different payment options. This is a prime example of tiered pricing model. 

In the image above, you can see an example of a tiered pricing model. Even though this kind of pricing is standard for SaaS businesses, the same can be offered through proposals — your service can have several tiers. 

3) Dynamic pricing

Incorporate flexible pricing options that adjust based on the client’s specific requirements or usage. This could include volume discounts, pay-as-you-go models, or scalable pricing that grows with the client’s business. Dynamic pricing can make your proposal more attractive by aligning costs with the client’s actual needs.

Dynamic pricing works well with both single pricing and tiered pricing models. For example, you could have a tiered pricing model with 5 different payment options. But what if you could change the number of user seats for each of these 5 different options? 

This is a great example of dynamic pricing. Works the same with single pricing model. 

To further illustrate, please view the image above. You can clearly see the difference between static pricing (single pricing model) and dynamic pricing. 

In any case, think about which pricing model works best for your business. If you’re building software, a tiered pricing model may be just right for you. Or if you’re providing services like SEO, web design, and such — you could work with a tiered pricing model there too.

But what good is your solution's price if the client won’t pay it? To make sure we nail our proposal and close the deal, we’ll need to do just a few simple things.

Include social proof and case studies in your proposal

Social proof and case studies are powerful tools for building trust and credibility in your proposal. By showcasing real-world success, you can reassure potential clients that your solution has delivered results for others and can do the same for them.

And doing your proposals without social proof and case studies can definitely lower the chances of sealing the deal. 

Why is that?

Case studies provide concrete examples of how your solution has successfully addressed similar challenges for other clients. They help build trust by offering proof that your services deliver measurable results, making your proposal more persuasive.

When clients find out that you’ve helped dozens of clients just like them, you’ve got the upper hand. 

Just imagine — you’re running an SEO agency for dentists. And you’ve already helped 20 dentists increase their client base through SEO. You’ve gathered their testimonials, interviewed them, and crafted detailed case studies. 

Now, when you approach another dentist with an SEO offer, your chances of getting the proposal accepted are already high. To make sure you don’t miss out on this, here’s what to do:

• Choose case studies that closely align with the client’s industry, size, or specific challenges. This relevance makes it easier for the clients to see themselves in the success story and understand how your solution can work for them.
• Present the case studies in a clear and concise format, focusing on the client’s initial problem, your solution, and the results achieved. Use visuals like charts or graphs to highlight key metrics and outcomes, making the information easy to digest.
• Include testimonials from satisfied clients that emphasize the specific benefits they gained from your solution. Short, impactful quotes can be strategically placed throughout your proposal to reinforce key points and build trust.
• Use testimonials from a variety of clients to show that your solution is versatile and effective across different industries or scenarios. This diversity can make your proposal more relatable to a wider range of potential clients.

Case studies, testimonials, and client referrals are THE way to go. 

Add e-signatures and call-to-action to your proposal

Including e-signatures and clear calls to action (CTAs) in your proposal can significantly streamline the closing process. These elements make it easier for the client to make a decision and take the next step, ultimately speeding up the deal.

How e-signatures help you close the deal?

E-signatures allow clients to sign the proposal instantly, reducing delays caused by printing, scanning, or mailing documents. This convenience can greatly accelerate the closing process, making it easier for clients to commit on the spot.

E-signatures are legally binding and widely accepted, providing peace of mind for both parties. 

So, you’ve sent the proposal, the client is satisfied, and they sign it right away? Now, that’s a total victory.

But before they do sign it, they’ll require just a bit of persuasion. A well-sounding call to action. 

How to write a perfect call to action (CTA)?

Position your CTA prominently at the end of your proposal and in key sections, such as after the pricing or value proposition. Ensure it’s visible and easy to follow, guiding the client toward the next step.

Use clear, actionable language for your CTA, such as “Sign Here to Get Started” or “Approve Proposal to Begin Your Project.” This leaves no ambiguity about what the client needs to do next.

An effective CTA might say, “Ready to move forward? Click here to approve the proposal and begin the project.” 

This not only prompts the client to act but also reassures them of the next steps.

Also, feel free to use buttons, highlighted text, or icons to draw attention to the CTA. Whatever you can to make them visually stand out. 

And that’s it. Once you have both the e-signature and CTAs added, your proposal is ready to go! 

Transform your proposals into closing machines

Creating a winning sales proposal is about understanding your client, structuring your content effectively, and presenting a compelling narrative that makes it easy for them to say “yes.” 

Think about it this way. Anyone can offer anything to anyone at anytime for any price. 

What’s going to make your offer different? Do you know what kind of problems the client is dealing with? Do you know how to solve them? Do you have any proof? What’s the process? What kind of results did you get before? 

To get the deal, you have to answer many tough questions. 

Sometimes, you’ll even have to follow-up with your clients after a sales proposal, but in that scenario, you’ve already got one foot through the door. 

So, please contact us if you need any help with your sales proposals or want to refine your approach. We are here to help you win more business and achieve your sales goals.

And if you're looking for an easy-to-use proposal software, create your Propoze account and start closing new deals!