How to Write a Superb Business Sales Proposal

January 5, 2024 sales proposals

The Structure of a Business Proposal

There is no fixed structure for writing an elevator pitch or sales proposal. You may experiment with various hierarchies based on your industry and offering.

However, a few sections are a must for any business proposal:

  • Executive summary - Describe the “why” of your company or product
  • Issue - The problem your product or service is trying to solve
  • Solution - Describe how your offering solves the issue at hand
  • Pricing & terms - Explains pricing breakdowns and any applicable terms
  • Expertise - States why you are the best party to resolve your client’s problems
  • Conclusion - Presents a clear value statement
  • Contact information - So that clients can contact you

You may not need to focus on every aspect discussed above. However, they make for a comprehensive and informative business proposal that converts leads successfully.

How to Write a Stellar Business Sales Proposal

We have several proven tips for you to write a fantastic sales proposal. Let’s start with one of the most important steps:

Perform Market Research

Market research is necessary to understand your audience. It helps you get in their shoes and experience their pain points.

Moreover, you can establish the tone and language to appeal to your leads. To prove your point, you can also align your offerings with your prospect’s problems.

It is useful to research other areas to write an informative proposal. It would help if you considered doing:

  • Competitor research
  • Customer research
  • Feasibility research

Thorough research will arm you with deep insights that help you convert your leads.

Keep It Concise

The point of a business proposal is not to go into details. It is meant to provide essential information that tells why your offering is the most suitable for your client.

Moreover, sales teams have established prior contact with the lead in most cases. Therefore, there is no use in cramming everything in your proposal.

It should be simple, highlighting the USP and value of your product or service.

Pro tip: You should be aware of your prospect’s preferences before sending your proposal. Keep their habits in mind to adjust the length or comprehensiveness of your document.

For example, leads that like to get to the point will certainly not enjoy a lengthy proposal.

Define Pain Points Clearly

Your business proposal must define your client’s pain points clearly. Market research is the first step to understand your customer’s problems and how you can solve them.

However, you can dig up insights from several sources like:

  • Conversations stored in CRMs
  • Social media
  • Analytics

It is necessary to personalize each sales proposal to account for the uniqueness of your prospect. Consider aspects like industry, customer base, and specific pain points to state the issue you are solving in your proposal.

Use a Template

A set format can be useful to prevent reinventing the wheel each time. You can create a template for your business proposal and customize it based on your prospect’s leads.

It helps you save time and effort and maintain consistency in your approach to all clients.

Sales and marketing tools like CRMs and sales proposal software offer a range of templates for writing sales proposals. You may even find templates customized for specific industries or products.

Moreover, you can discover free templates on the internet.

Propose Your Solution Precisely

The solution section of your proposal is vital to converting your lead. It should clearly define how your offering resolves the pain points of your prospect.

Moreover, use numbers (if possible) to show you are confident about solving their problems. For example, “Our product helps your business save 30% of costs and boost productivity by 25%.”

Additionally, you may include the deliverables after you describe your solution. Let’s say you are selling a social media marketing package.

So, your deliverables may look like:

  • Audit report of current social media performance in the first month
  • A personalized marketing strategy and implementation in the second month
  • 30 social media posts to boost visibility in the third month
  • 10 video campaigns in the fourth month
  • Weekly reports monitoring the performance of campaigns

Add Testimonials

A sales proposal that contains testimonials can convert clients effectively. You may include a few testimonials or links that let your prospect check your competency in their free time.

Testimonials can work well to:

  • Build trust and credibility
  • Provides unbiased accounts of your product or service
  • Removes skepticism
  • Boosts conversions

So, don’t forget to add a few reviews to your business proposal.

Provide Clear CTAs

CTAs or calls to action are a must to end your proposal. They encourage your prospect to take action and move forward in the buyer journey.

Add more actionable and appealing CTAs to help close deals effectively. Moreover, avoid ambiguity and be clear on the action you want to take.

For example, say, “Let’s set a call for at Wednesday 11 am,” instead of just writing, “Let’s take things forward.”

You will get much better results.

The Value of a Follow-Up Email in Business Sales Proposals

Sending a follow-up email after your business sales proposal is important. It's not just about being polite, but it's a smart move that can make your proposal more effective.

First, a follow-up email makes sure your proposal got to the right person and they're thinking about it. Emails can easily get lost or forgotten. Your follow-up is like a friendly nudge, reminding them about your proposal.

Second, this email is a chance to quickly go over the main points of your proposal again. It helps to keep your proposal in their mind and makes it clear why your idea is a good choice.

Also, sending a follow-up lets you start a conversation. It invites them to ask questions or get more details, which helps you connect with your potential client. Talking with them can help build trust and show them you care about working with them.

Finally, when you follow up quickly, it shows you're excited and serious about your proposal. It tells them that you're on top of things and really interested in hearing back from them.

In short, a follow-up email after your proposal is a simple but effective way to make sure your proposal gets noticed. It helps keep your idea in their mind, starts a conversation, and shows how much you care about this opportunity.

Final Thoughts

Our tips will help you write a solid business sales proposal. Keep your document simple, highlighting the pain points and how your offering solves them. Moreover, add an appealing CTA and customize your document according to your audience's needs.