Proposal Writing Template Free (+ How to Close Faster)

Why Most Proposal Templates Suck

I've reviewed thousands of proposals from agencies and B2B companies, and 90% make the same fatal mistake: they're about you, not the client.

You list your services, your process, your team credentials, your case studies. The prospect skims it, says "thanks, we'll think about it," and ghosts. Sound familiar?

The proposals that actually close flip this entirely. They focus on the client's problem, the specific outcome they'll get, and the exact steps to achieve it. Everything else is noise.

I've used this approach to help generate over 500,000 sales meetings. The template I'm sharing below follows this exact framework, and it's the same structure I've used to close seven-figure deals and help thousands of agencies land their best clients.

The biggest issue with most free proposal templates you'll find online is they're designed by graphic designers, not salespeople. They look pretty but they don't sell. They have beautiful layouts with lots of white space and branded elements, but they're missing the psychological triggers that actually get someone to sign.

A proposal isn't a brochure. It's a confirmation document that solidifies a decision that's already been made verbally. If you're using your proposal to convince someone to work with you, you've already lost.

I cover this more right here:

The One-Page Proposal Framework

Here's the truth: if your proposal is longer than one page, you're doing it wrong.

One-page proposals force you to be clear. They respect your prospect's time. And they're easier to get approved internally because decision-makers can actually read the whole thing.

My one-page contract template includes the proposal framework I use, and it's designed to be digestible in under 2 minutes. I've tested this against multi-page proposals with elaborate designs, case study sections, and team bios. The one-pager wins every single time.

Why? Because the person reading your proposal is busy. They have a problem, they need it solved, and they want to know if you can do it and what it costs. Everything beyond that is friction.

Think about the last time you bought something expensive. Did you want to read a 15-page document about it, or did you want someone to tell you exactly what you're getting and how much it costs?

The 5 Essential Sections

1. The Problem Statement (2-3 sentences)

Start by restating the exact problem the prospect told you about. Use their words when possible. This proves you listened and immediately creates alignment.

Example: "Your sales team is booking 3 demos per week from cold outreach, but you need 15+ to hit quarterly revenue targets. Current email campaigns have a 0.8% reply rate and most responses are opt-outs."

This is where most proposals fail immediately. They start with an introduction about the agency, a mission statement, or some generic preamble about "helping businesses grow." Nobody cares. Start with their problem, in their words, and you'll have their attention.

I literally copy and paste this from my call notes. If the prospect said "we're hemorrhaging money on paid ads and need a more sustainable channel," I write exactly that. Not "you're looking to optimize your customer acquisition strategy" or some consultant-speak version.

2. The Solution (3-4 sentences)

Describe what you're going to do in plain language. No jargon, no fluff. Just the core deliverable and approach.

Example: "We'll build and execute a targeted cold email campaign to 500 qualified prospects per week. This includes list building, email copywriting, deliverability setup, and reply management. You'll get qualified meetings booked directly into your calendar."

Notice what's not in here: your proprietary process, your team's credentials, your awards, your methodology. Just what you're doing and what they're getting. If you can't explain your solution in 3-4 sentences, you don't understand it well enough.

The test: read your solution section out loud. Does it sound like something a normal human would say, or does it sound like a corporate brochure? If it's the latter, rewrite it.

3. The Outcome (2-3 bullet points)

Quantify the results they'll see. Be specific but realistic. This is where you paint the picture of success.

• 15-20 qualified sales conversations per month
• 3-5 new clients within 90 days
• Repeatable system you can scale or run in-house

These outcomes should tie directly back to the problem you stated. If their problem was "only getting 3 demos per week," your outcome better address demos per week. Don't pivot to talking about brand awareness or thought leadership unless that was part of the original problem.

I see agencies make this mistake constantly. The client says they need more revenue, and the agency talks about improving their social media presence. Stay focused on the outcome that actually matters to them.

4. Investment & Timeline (1-2 sentences)

State your price and how long the engagement lasts. Simple and direct.

Example: "Investment is $4,500/month for a 3-month engagement, starting within 5 business days of signed agreement."

Don't bury the price on page 8 of your proposal. Put it right there in the main section. If the price is going to be a problem, you want to know immediately, not after you've wasted a week following up.

I used to try to hide the price or make it seem smaller by breaking it into weekly amounts or showing the ROI calculation first. All that does is make you look shady. State the price clearly and confidently. If you're worried about the price being too high, that's a positioning problem, not a proposal problem.

5. Next Steps (1-2 sentences)

Tell them exactly what happens when they say yes. Remove all friction.

Example: "Sign below to get started. We'll schedule your onboarding call within 24 hours and launch your first campaign by end of week."

This is critical. Most proposals end with something vague like "looking forward to working together" or "please let us know if you have any questions." That's not a call to action. That's an invitation to procrastinate.

Tell them to sign, tell them where to sign, and tell them what happens immediately after. Make it brain-dead simple to say yes.

The Free Templates You Can Use Right Now

I've put together several free resources that give you the exact structure I use. These aren't just PDF downloads with generic placeholder text. They're actual working documents I use in my own businesses.

The one-page contract template combines proposal and agreement into a single document. It's what I use for my own consulting work and it's closed millions in revenue. This template includes all five sections above plus signature blocks and basic legal terms.

If you need something more detailed, the agency contract template includes scope, deliverables, payment terms, and legal protection. This is better for longer engagements or when you're working with larger companies that need more detailed documentation.

And if you're building proposals that need AI assistance, check out the proposal AI templates which include prompts for generating custom proposals fast. I use AI to help with the initial draft, then I customize it based on the specific call I had with the prospect.

For understanding the legal aspects and how to structure binding agreements, the guide on how to write a contract walks through everything you need to know about creating enforceable agreements that protect your business.

Types of Business Proposals and When to Use Each

Not all proposals are the same. Depending on what you're selling and who you're selling to, you might need different formats. Here's what I've used in different situations.

Solicited vs. Unsolicited Proposals

A solicited proposal is when someone asks you to send one. They've expressed interest, you've had a conversation, and they're expecting it. This is the ideal scenario and where my one-page framework works best.

An unsolicited proposal is when you're reaching out cold. I almost never recommend sending unsolicited proposals. They get ignored 99% of the time because there's no context or relationship. If you're doing outbound, your goal is to get on a call, not to send a proposal into the void.

The only exception is when you're responding to an RFP (request for proposal) from a company or government entity. In that case, you're technically solicited, but you're also competing against potentially dozens of other vendors. RFPs are their own beast and usually require much more detailed documentation than my one-page framework.

Service Proposals vs. Project Proposals

Service proposals are for ongoing work - monthly retainers, long-term partnerships, recurring deliverables. These need clear scope definition so the client knows what's included and what costs extra.

Project proposals are for one-time deliverables with a defined start and end date. Website builds, campaign launches, consulting engagements with a specific outcome. These need very clear success criteria so everyone knows when the project is done.

I use slightly different templates for each. Service proposals emphasize the monthly deliverables and what the client can expect each month. Project proposals emphasize the final deliverable and the milestones along the way.

Formal vs. Informal Proposals

Formal proposals are what you send to enterprises, government entities, or when you're responding to an official RFP. They need detailed sections, proper formatting, executive summaries, and often extensive supporting documentation.

Informal proposals are what I use for small to mid-size businesses. The one-page framework is an informal proposal. It gets straight to the point without the bureaucratic overhead.

If you're selling to Fortune 500 companies, you might need the formal version. If you're selling to a 20-person software company, the informal version will close faster. Match your proposal format to the buying process of your prospect.

How to Build Your Prospect List

Before you can send proposals, you need qualified prospects to send them to. Most people waste weeks manually building lists from LinkedIn or buying garbage data from lead brokers.

I use a combination of tools depending on the project. For B2B leads with verified emails, ScraperCity's B2B database lets you filter by title, industry, company size, and location. I can build a list of 1,000 qualified prospects in about 10 minutes instead of spending days on manual research.

For local businesses, the Maps scraper pulls contact data directly from Google Maps. This works great if you're targeting restaurants, retail stores, professional services, or any business with a physical location.

If you're going after ecommerce companies, this ecommerce scraper can pull store owners across multiple platforms. Same concept applies for real estate agents with agent contact lookup tools.

The key is getting accurate data fast so you can spend time on outreach and proposals, not list building. I'd rather spend money on good data than waste hours of my time or my team's time manually copying and pasting from LinkedIn.

Once you have your list, verify the emails before sending. Bounces kill your deliverability and sender reputation. Tools like Findymail have built-in verification, or you can use an email validation tool to clean your list before uploading it to your email platform.

When to Send a Proposal (And When to Close First)

Here's a mistake I see constantly: sending proposals too early.

A proposal should confirm what you've already agreed to verbally. It's documentation of a deal that's basically done, not a sales tool to convince someone to work with you.

If you're sending a proposal before you've had a real conversation about budget, timeline, and decision-making process, you're going to lose. The prospect will shop your proposal to competitors or use it to negotiate with their current vendor.

I learned this the hard way. Early in my career, I was excited every time someone said "send me a proposal." I thought that meant they were interested. I'd spend hours crafting the perfect proposal, send it over, and then... crickets. Maybe 10% would respond, and half of those would say they went with someone else.

The problem was I was using the proposal as a sales tool instead of a confirmation document. I was hoping the proposal would convince them to work with me. That's backwards.

The right sequence:

1. Discovery call - understand their problem
2. Solution call - present your approach and get verbal buy-in
3. Discuss budget and get confirmation they can afford it
4. Identify decision-makers and timeline
5. Send proposal as confirmation of what was agreed

If they say "just send me a proposal" before you've had these conversations, push back. "I want to make sure the proposal is actually relevant to your situation. Can we spend 15 minutes on a quick call first?"

If they refuse to get on a call and insist you send a proposal cold, they're not a real prospect. They're either price shopping, gathering competitive intelligence, or they have no real buying intent. Don't waste your time.

The one exception: if you're responding to an RFP where they've outlined exactly what they need and they're collecting proposals from multiple vendors. In that case, send the proposal. But even then, try to get on a call first to ask questions and differentiate yourself.

Here's something I learned the hard way: on platforms like Upwork, clients will ask you incredibly detailed questions before they'll even consider booking a meeting. I coached one freelancer who was stuck in this loop. The solution? Instead of answering every technical question in endless messages, respond with: "For your project XYZ, it looks like you need somebody who is strongest in all 3 areas. Let's book a call to talk further?" This reframes the proposal conversation as a discovery call, not a detailed spec battle in the messages.

How I Actually Write Proposals

I don't start from scratch every time. I have a master template with the five sections above, then I customize three things:

The problem statement - I copy this directly from my notes from our sales call. I'm literally repeating what they told me their problem is. Sometimes I'll send them a message after the call: "Just to confirm, the main issue is [X], and you need to solve it by [Y date] because [Z reason]. Did I get that right?" This serves two purposes: it confirms I understood correctly, and it gets them to re-commit to the problem, which makes them more likely to sign the proposal.

The outcome bullets - I adjust these based on what they said success looks like. If they need 10 demos a month, I write 10-15 demos. If they need to break into a new vertical, I mention that vertical specifically. The outcomes should sound like the client wrote them, not like I wrote them. If they used the phrase "qualified opportunities" instead of "demos," I use their phrase.

The timeline - Some prospects need results fast, others are planning for next quarter. I adjust start dates and engagement length accordingly. If they need to start immediately, I'll write "starting within 48 hours." If they're planning ahead, I'll write "starting the first week of next month." Match your timeline to their urgency.

Everything else stays basically identical. The solution description is 80% the same because I'm selling the same core service. I might swap out one line based on their industry, but the fundamental approach doesn't change.

This takes me about 10 minutes per proposal. If you're spending hours on proposals, you're overthinking it. The sale should happen on the call. The proposal is just paperwork.

My Proposal Writing Process Step-by-Step

Here's exactly what I do after a sales call where the prospect is ready to move forward:

Step 1: I open my master template (which is a Google Doc, not a PDF or fancy design tool).

Step 2: I open my notes from the sales call in another window.

Step 3: I copy the problem statement directly from my notes, usually with minimal editing. I'm looking for the 2-3 sentences where they described their main pain point.

Step 4: I adjust the outcome bullets to match what they said success looks like. I'll literally look for the part of the conversation where I asked "what does success look like 90 days from now?" and use their answer.

Step 5: I adjust the price if needed. Most of my clients pay the same price, but sometimes there's volume pricing or add-ons we discussed.

Step 6: I adjust the timeline based on when they want to start.

Step 7: I add their company name to the header and my signature block at the bottom.

Step 8: I read through it once to make sure it makes sense and there are no typos.

Step 9: I send it. Usually within an hour of the call ending, sometimes within 15 minutes if I'm at my desk.

That's it. No design work, no stakeholder reviews, no elaborate case study sections. Just a clear document that says here's the problem, here's what we're doing, here's what you're getting, here's what it costs, sign here.

When I write proposals, I treat the opening like a medical chart presentation. Company X is this type of company that does this thing, they're having problems with their website - just an outline of where the business stands and why they need what you're selling. The goal is to succinctly explain your relevant experience and skills to show you actually understand their situation. Then I roll into services, which I think of more like a menu with as many relevant options as possible.

Designing Your Proposal Document (Or Not)

Let's talk about design. Should your proposal look like a beautifully branded PDF with custom graphics and layouts? Or should it be a plain Google Doc?

My take: for most B2B services, plain is better. A Google Doc or simple Word file signals "this is a working document" rather than "this is marketing material." It's easier to edit, easier to sign (just type your name), and easier to forward to other decision-makers.

I've tested both. The fancy branded PDFs have a lower close rate in my experience. They look like they took a long time to make, which makes the prospect feel guilty if they want to change anything. They're also harder to sign - you either need a separate DocuSign process or they have to print, sign, scan, and send back.

The Google Doc version feels more collaborative. It's easy to leave a comment like "can we add this deliverable?" or "can we adjust the timeline?" And when they type their name in the signature block, it feels official enough without the overhead.

That said, if you're selling to enterprises or responding to RFPs, you might need the formal PDF version. Some corporate buyers expect a certain level of polish. Just know that the polish doesn't actually help you close the deal - it just meets their expectations for what a proposal should look like.

If you do want to create a nicely designed proposal, tools like Canva have free proposal templates you can customize. But honestly, I'd only do this if your prospect specifically asks for it or if you're in an industry where design matters (like if you're a design agency).

Common Proposal Mistakes That Kill Deals

Mistake 1: Offering multiple pricing tiers

Good/better/best pricing makes you look desperate and confuses the prospect. Pick the option you actually want to deliver and propose that. If they can't afford it, they'll tell you, and you can adjust.

I used to include three pricing tiers in my proposals. Basic, standard, and premium. I thought I was being helpful by giving options. What actually happened is prospects would default to the cheapest option, or they'd spend days debating internally which tier to choose, or they'd ask for a custom tier that was a frankenstein of all three.

Now I propose one solution at one price. If they want to add something, we can discuss it. If they want to remove something to lower the price, we can discuss that too. But the default proposal has one clear offer.

The only exception: if you're selling to a large company and you know they have a specific budget they need to hit, you might propose tiered pricing to fit their budget categories. But for small to mid-size companies, one price is cleaner.

Mistake 2: Vague deliverables

"Strategic consulting" and "ongoing optimization" mean nothing. Say exactly what you're delivering: "10 blog posts per month" or "500 outbound emails per week to qualified prospects."

Vague deliverables lead to scope creep and unhappy clients. They thought you were going to do X, you thought you were doing Y, and now you're arguing about what was included.

I've learned to be almost annoyingly specific in my proposals. If we're doing cold email, I specify: how many emails per week, how many prospects, how many follow-ups, what happens when someone replies, what counts as a "qualified meeting." All of it.

This protects both of us. The client knows exactly what they're getting, and I have a clear scope I can point to if they ask for something outside of it.

Mistake 3: No clear next step

Your proposal should end with a signature line or a "reply YES to get started" instruction. Don't make them figure out what to do next.

I see proposals all the time that end with "please let us know if you'd like to move forward." That's not a call to action. That's a question. Questions require thought. You want an action that requires minimal thought.

My proposals end with: "Sign below to get started. We'll schedule your onboarding call within 24 hours." Then there's a signature block with a line for their name, title, and date. That's it. Crystal clear what they need to do.

Mistake 4: Sending a PDF

PDFs are hard to sign, hard to forward internally, and create friction. Use a Google Doc with comment access or a simple agreement tool. Make it easy to say yes.

If you must use a PDF, at least use a proper e-signature tool like DocuSign or PandaDoc. But even then, it's an extra step. The prospect has to create an account or check their email for a signing link. More friction.

Google Docs work because everyone already has a Google account. You send them a link with edit access, they type their name, and they're done. It takes 30 seconds.

Mistake 5: Following up too slowly

If someone doesn't respond to your proposal in 24 hours, follow up. Then follow up again in 48 hours. Most deals die from neglect, not rejection.

I used to wait a week before following up on proposals. I didn't want to seem pushy. You know what happened? By the time I followed up, they'd moved on to other priorities or gone with a competitor who followed up faster.

Now I follow up within 24 hours if I haven't heard anything. Not in an annoying way, just a simple "wanted to make sure you got the proposal, any questions?" Then I follow up every 2-3 days until I get a clear yes or no.

Mistake 6: Writing for multiple decision-makers

If your proposal tries to appeal to the CFO, the CMO, and the CEO all at once, it will appeal to none of them. Write for the person you've been talking to, and trust them to sell it internally.

This is a trap I fell into constantly. I'd have a great conversation with the VP of Marketing, then I'd send a proposal that included ROI calculations for the CFO and strategic positioning for the CEO. The proposal would be three pages long and unfocused.

Better approach: write the proposal for the person you talked to. If they need help selling it internally, offer to join a meeting or provide additional materials. But don't try to cram everything into the initial proposal.

Mistake 7: Focusing on features instead of outcomes

Nobody cares that you have a proprietary methodology or that you've won awards. They care about the result they're going to get. Flip every feature into an outcome.

Instead of "we use a 7-step email sequence with A/B tested subject lines," write "you'll get 15-20 qualified meetings booked per month." The client doesn't care about your 7-step sequence. They care about the meetings.

What to Do When They Say "We Need to Think About It"

This usually means one of three things:

1. They can't actually afford it and don't want to say so

2. There's another decision-maker you haven't talked to

3. You haven't built enough urgency around solving the problem now

Your response: "Totally understand. What specifically do you need to think about? Is it the budget, the timeline, or something about the approach?"

Force them to tell you the real objection. Then you can address it directly instead of waiting in limbo.

If it's budget, ask "what budget did you have in mind?" Maybe you can adjust the scope to fit. If it's another decision-maker, ask "who else needs to be involved in this decision?" and offer to present to them directly.

If it's urgency, remind them of the cost of inaction. "You mentioned you're losing $X per month because of this problem. Even one month of delay costs you $X. What's the downside of starting now?"

Sometimes "we need to think about it" is a polite no. That's fine. Better to find out now than to chase them for three weeks. Ask directly: "Is this a polite way of saying no, or is this genuinely something you're considering?" Most people will appreciate the directness and give you a real answer.

When someone says they need to think about it, I've found the best response is actually to make them think less. One client I worked with was struggling to convert website proposals on Upwork. The issue? Too much detail upfront created decision paralysis. Instead of sending a massive proposal, try: "I suggest we start with a quick 10-minute introduction call to discuss your specific requirements. This will allow me to provide you with a tailored plan and a detailed proposal." Book the call first, proposal second.

The Follow-Up Sequence After Sending Your Proposal

Here's my exact follow-up cadence after sending a proposal:

Day 1 (same day): Send the proposal with a clear subject line: "Proposal: [Their Company] Outbound Campaign"

In the email body, I write something like: "Here's the proposal we discussed. Everything we talked about is outlined in the doc - the problem we're solving, the approach, and the outcomes you'll see. Sign at the bottom to get started, and we'll schedule your onboarding call within 24 hours. Any questions, just reply to this email."

Day 2: "Hey [Name], wanted to make sure you got the proposal I sent yesterday. Any questions on the approach or timeline?"

Keep it simple. You're not being pushy, you're just making sure it didn't get buried in their inbox.

Day 4: "[Name], checking in on the proposal. If the budget doesn't work or the timing isn't right, totally fine to let me know. Just want to make sure we're on the same page."

This gives them permission to say no, which actually makes them more likely to respond. You're showing you're not going to chase them forever.

Day 7: "Last follow-up on this - if I don't hear back I'll assume you went in a different direction. If anything changes, feel free to reach out."

Then I close the loop in my CRM and move on. If they're actually interested, they'll respond. If not, I'm not going to chase forever.

This follow-up sequence is loose enough that I don't come across as desperate, but tight enough that deals don't die from neglect. Most of my closed deals respond within 48 hours. If they don't respond after a week, it's usually dead anyway.

Using CRM to Track Your Proposals

You need a system to track every proposal you send. Otherwise, deals fall through the cracks and you have no idea what your actual close rate is.

I use Close CRM to track every proposal. When I send one, I create a task to follow up in 24 hours. If they don't respond, I create another task for 48 hours later. The system forces me to follow up consistently.

I also tag each proposal with the source (inbound, referral, cold outbound) so I can see which channels produce the best close rates. Turns out my referral proposals close at 70%, inbound at 40%, and cold outbound at 15%. That data helps me allocate my time better.

If you're not tracking your proposals in a CRM, you're flying blind. You don't know your close rate, your average deal size, how long deals take to close, or which lead sources are actually profitable.

Even a simple spreadsheet is better than nothing. Track: date sent, company name, proposed amount, source, close date (or lost date), and reason won/lost. After 50-100 proposals, you'll start to see patterns.

How to Handle Proposal Revisions

Sometimes a prospect will come back and ask for changes to your proposal. They want to adjust the scope, change the timeline, or negotiate the price.

How you handle this determines whether you close the deal or enter negotiation hell.

First rule: don't make revisions until you understand the real objection. If they ask you to lower the price, ask why. Is it a budget constraint? Are they comparing you to a cheaper competitor? Do they not see the value?

If it's a budget constraint, maybe you can reduce the scope instead of the price. "I can do this for $3,000/month instead of $5,000, but we'd need to reduce the prospect volume from 500 to 300 per week. Would that work?"

If they're comparing you to a cheaper competitor, sell on value, not price. "Company X charges less, but they're using offshore writers and bulk email tactics. We use US-based copywriters and personalized outreach, which is why our reply rates are 3-5x higher. Would you rather save money or get results?"

If they don't see the value, you probably closed too early. Go back and do more discovery. Understand the cost of their problem. If they're losing $50,000/month because they can't get enough leads, your $5,000/month service is a bargain.

Second rule: limit revisions to one round. If you keep sending new versions of the proposal, you train the prospect that everything is negotiable and they'll keep asking for more concessions.

I'll send one revised proposal if needed. If they come back with more changes, I get on a call. "Let's jump on a quick call and figure out exactly what you need so I can get you the right proposal." Usually this closes the deal because it forces them to commit.

Proposal Templates for Different Industries

While my one-page framework works for most B2B services, some industries need specialized approaches. Here's what I've learned selling to different verticals.

Marketing Agency Proposals

Marketing agencies need to be more specific about deliverables because "marketing" can mean a thousand different things. Specify the channels, the volume, and the success metrics.

Example deliverable section: "4 blog posts per month (1,500-2,000 words each), 20 social media posts, 2 email campaigns to your existing list, and monthly analytics reporting."

Don't just say "content marketing" or "social media management." The client needs to know exactly what they're getting.

Software Development Proposals

Dev shops need clear scope on features, technology stack, and post-launch support. Vague dev proposals lead to scope creep disasters.

Example: "Custom CRM with user management, contact database, email integration, and reporting dashboard. Built in React and Node.js. Includes 30 days of bug fixes post-launch. Additional features quoted separately."

Be very clear about what's included and what's not. Otherwise you'll end up building features for free because the client assumed they were included.

Consulting Proposals

Consulting is the hardest to scope because it's knowledge work, not deliverables. Focus on the outcomes and the time commitment rather than specific tasks.

Example: "10 hours per month of strategic consulting via video call. You'll get recommendations on your pricing, positioning, and sales process. Unlimited async support via Slack between calls."

The key is defining the time commitment so you don't end up with clients who expect 40 hours of work for a 10-hour retainer.

Real Estate Proposals

Real estate proposals need to be hyper-local and data-driven. Use comps, market data, and neighborhood-specific insights.

If you're prospecting real estate agents or property managers, tools like finding agent contacts or property lookups help you build targeted lists fast.

Local Service Business Proposals

Plumbers, contractors, home services - these proposals need to be simple and fast. These buyers aren't reading 10-page documents. One page, clear price, start date. That's it.

If you're targeting home service businesses, contractor databases or local business scrapers help you build lists by geography and category.

Legal Terms to Include in Your Proposal

Your proposal should include basic legal terms that protect you if things go wrong. I'm not a lawyer, so get your own legal review, but here's what I include in mine.

Payment terms: When payment is due, what happens if they don't pay, and what payment methods you accept. Example: "Payment due within 5 business days of invoice. Late payments subject to 1.5% monthly interest. We accept credit card, ACH, and wire transfer."

Cancellation terms: How much notice is required to cancel, whether there's a cancellation fee, and what happens to work in progress. Example: "Either party may cancel with 30 days written notice. Work completed through the cancellation date will be billed at the monthly rate."

Scope limitations: What's not included in the price. Example: "Proposal does not include paid advertising spend, third-party tool costs, or graphic design services unless otherwise specified."

Ownership and IP: Who owns the work product. Example: "Client owns all work product upon final payment. [Your Company] retains right to use project as case study unless otherwise agreed."

Liability limitations: What you're not responsible for. Example: "[Your Company] is not liable for results beyond our direct control, including but not limited to market conditions, client-side implementation, or third-party platform changes."

For a deeper dive on contract terms and how to structure them properly, check out the guide on how to write a contract. It covers everything from payment terms to termination clauses to liability protections.

Proposal Software and Tools

Should you use proposal software like PandaDoc, Proposify, or Better Proposals? Or just stick with Google Docs?

My take: for most B2B services, Google Docs is fine. It's free, everyone knows how to use it, and it's easy to edit and sign.

But if you're sending a high volume of proposals or you need detailed analytics on who's opening and reading them, proposal software can be worth it. PandaDoc shows you when someone opens your proposal, how long they spend on each section, and whether they forwarded it to someone else. That data helps you time your follow-ups better.

The software also makes it easier to include interactive pricing calculators, video embeds, and e-signatures. If you're selling complex products with lots of configuration options, these features are helpful.

But don't let the tool become a procrastination device. I've seen people spend weeks setting up their proposal software, creating perfect templates with custom branding, and then they send five proposals and give up. The tool doesn't close deals. Your sales process closes deals.

How to Price Your Services in Your Proposal

Pricing is the most stressful part of any proposal. Price too high and you scare them off. Price too low and you leave money on the table or attract clients who don't value your work.

Here's my framework for pricing:

Value-based pricing beats hourly pricing. Don't charge by the hour. Charge based on the value of the outcome. If you can help a client make an extra $100,000 in revenue, your service is worth $10,000-$20,000, even if it only takes you 20 hours of work.

Monthly retainers beat project pricing. Recurring revenue is predictable and compounds. A $5,000/month client for 12 months is worth $60,000. A $15,000 one-time project is worth $15,000. The retainer is 4x more valuable even though the monthly price is lower.

Anchor high, discount rarely. Your proposal should show your full price, not a discounted price. If you need to discount to close the deal, you can always offer a limited-time discount or a reduced scope. But if you anchor low, you can't go back up.

Include payment terms that favor you. I prefer monthly payment over paying the full amount upfront or paying in arrears. Monthly means I get paid consistently and the client can cancel if they're unhappy (which reduces their perceived risk and makes them more likely to sign).

Some people prefer 50% upfront, 50% on completion for project work. That works too. Just make sure you get paid before you deliver the final work product.

Case Study: How I Closed a $60K Deal With a One-Page Proposal

Let me walk you through a real example. I had a sales call with a B2B software company. They were spending $30,000/month on paid ads and getting about 50 demos per month, but only closing 2-3 deals.

Their problem: low demo volume wasn't the issue. Low demo quality was. Most of their demos were unqualified leads who clicked an ad but had no real buying intent.

On the call, we agreed that cold outbound to qualified prospects would solve this. We'd target specific job titles at companies in their ideal customer profile. Quality over quantity.

I got verbal agreement on the approach and the price: $5,000/month for 12 months. Total contract value: $60,000.

I sent the proposal the same day. It was one page. The problem section said: "Current demo volume is 50/month but only 2-3 close because most leads are unqualified tire-kickers from paid ads. Need 15-20 high-quality demos per month from prospects who match your ideal customer profile."

The solution section said: "We'll build a targeted list of 500 qualified prospects per month (VPs of Sales at B2B companies with 50-200 employees, $5M-$50M revenue). We'll send personalized cold email campaigns with 4-sequence follow-up. We'll handle all replies and book qualified meetings directly into your calendar."

The outcome section said: "15-20 qualified demos per month with decision-makers who match your ICP. Higher close rate because prospects are pre-qualified. Repeatable system you can run in-house after 12 months."

Investment: "$5,000/month for 12 months, starting next Monday."

Next steps: "Sign below to lock in your start date. We'll send your onboarding calendar link within 24 hours."

They signed the same day. No negotiations, no revisions, no back-and-forth. Why? Because we'd already agreed to everything on the call. The proposal was just confirming what we'd already decided.

That's how proposals should work. They're not sales tools. They're confirmation documents.

Here's a real example from one of my consulting clients: they signed a client for $6,000 in cash doing web development. The key wasn't a fancy proposal template - it was positioning themselves as having "a reliable team" and "on-point operations" rather than being a solo freelancer. They emphasized consistent availability and meeting project milestones. Sometimes the deal-closer in your proposal isn't the service details, it's proving you won't disappear halfway through the project.

Making This Actually Work for Your Business

A good proposal template saves you time, but it won't close deals by itself. You need the fundamentals dialed in: qualified prospects, strong discovery calls, clear positioning, and real urgency.

The template gets you 20% of the way there. The other 80% is your sales process. Are you talking to the right prospects? Are you asking the right questions on your discovery calls? Are you building urgency around solving the problem now instead of later?

If you're sending great proposals to unqualified prospects, you'll still lose. If you're sending mediocre proposals to highly qualified prospects who are ready to buy, you'll probably still close.

Focus on the fundamentals first. Get better at prospecting, get better at qualifying, get better at discovery calls. Then use the proposal template to close deals faster and with less friction.

I break down the entire sales process inside Galadon Gold, including live deal reviews where we optimize proposals and close rates in real time.

But start with the template. Get the structure right, keep it to one page, focus on their outcome instead of your process, and make it easy to say yes. That alone will improve your close rate.

Advanced Proposal Tactics That Actually Work

Once you've mastered the basics, here are some advanced tactics I've used to increase close rates.

The Pre-Proposal Agreement

Before I send a proposal, I get verbal agreement on the price and scope. I'll literally say on the call: "So we're aligned on $5,000/month for the outbound campaign we discussed. Assuming the proposal reflects what we talked about, are you ready to move forward?"

If they say yes, I send the proposal. If they hesitate, I know there's an objection I need to handle before sending anything. This saves me from sending proposals into the void.

The Deadline Close

I include a deadline in my proposals when appropriate. "This proposal is valid for 7 days. After that, we'll need to reassess availability and timeline."

This creates urgency. It also protects me from prospects who sit on proposals for months and then expect me to honor the price when my rates have gone up or my calendar has filled.

Don't use fake deadlines. If you're not actually going to change the terms after 7 days, don't include a deadline. But if you genuinely have limited availability or you're raising prices soon, include it.

The Risk Reversal

Sometimes I'll include a performance guarantee or money-back clause to reduce perceived risk. "If we don't book at least 10 qualified meetings in the first 60 days, we'll refund your first month payment."

This only works if you're confident in your ability to deliver. Don't offer guarantees you can't keep. But if you can back it up, it dramatically increases close rates because it removes the prospect's biggest fear: paying for something that doesn't work.

The Upsell Path

I sometimes hint at future expansion in my proposals. "This proposal covers email outreach. Once we hit your meeting targets consistently, we can expand to LinkedIn outreach and cold calling for additional volume."

This plants the seed for future upsells without complicating the initial proposal. It also shows you're thinking long-term about their growth, not just trying to close a one-time deal.

One advanced tactic I've used: proposals aren't just for sales. I've helped clients use cold email proposals to get backlinks by reaching out to everyone who linked to an older tool and saying "I built an alternative that's better." I've also coached people on using proposals to get on podcasts, hire team members, and even take over existing client relationships. One client successfully took over a backlinks campaign by simply emailing: "Hey, the invoice link that was sent is expired, please send another one over for $X." They acted like they already had the deal, and they got it.

Common Questions About Proposal Writing

How long should a proposal be?

One page for most B2B services. Maybe two pages if you absolutely need to include technical specifications or detailed project timelines. Anything longer is overkill for small to mid-size clients.

Should I include case studies in my proposal?

Only if they're directly relevant and you can summarize them in 2-3 sentences. Don't include a separate case study section with multiple examples. That's what your website is for. The proposal should focus on the client's situation, not your past wins.

Should I send my proposal as a PDF or Google Doc?

Google Doc for most situations. PDF only if you're dealing with a large company that requires it or if you need very specific formatting/branding.

How do I handle prospects who ghost after I send the proposal?

Follow up consistently. If they don't respond after 3-4 follow-ups over 7-10 days, send a final "I'm closing the loop" email and move on. Some deals die. Don't waste time chasing ghosts.

Should I offer payment plans?

For large projects, yes. Breaking a $20,000 project into 4 monthly payments of $5,000 makes it easier to say yes. For monthly retainers, you're already billing monthly, so payment plans don't apply.

How do I compete with cheaper competitors?

Don't compete on price. Compete on value and outcomes. Show why your approach gets better results. If they're purely price shopping, they're not your ideal client anyway.

Final Thoughts on Proposal Writing

Most people overcomplicate proposals. They spend hours designing beautiful documents with elaborate case studies and team bios. Then they send these masterpieces to prospects who skim them in 30 seconds and never respond.

The best proposals are simple, clear, and focused entirely on the client's problem and outcome. They're confirmation documents, not sales tools. The sale happens on the call. The proposal is just paperwork.

Use the one-page framework I shared above. Customize the three key sections (problem, outcome, timeline). Send it the same day as your sales call. Follow up consistently. Close the deal or close the loop.

That's it. Stop overthinking it.

Download the free templates linked throughout this article, adapt them to your business, and start using them this week. You'll close more deals and waste less time on proposals that go nowhere.

And if you want help implementing this entire system - from prospecting to proposals to closing - that's exactly what we do inside Galadon Gold.