How to Write the Perfect Sales Proposal (with Examples and Templates)

What does a good sales proposal look like? What information should it contain? And how should its different components be structured to have the most effect?

A sales proposal is a decisive part of a sales strategy, especially when it comes to B2B sales. It’s a document that answers some important questions of a buyer such as what does the product do? How would they benefit from it? What does the pricing look like? Does it have a good track record? Why is it better than its competitors?

Buyers use the sales proposal to compare your product with others and make an informed decision. There’s a high chance your proposal will circulate among C-level or management-level decision-makers in a company, so you need to make sure you do your best there.

Let’s see how you can write the perfect sales proposal and how it should look eventually. 

What is a Sales Proposal? 

A sales proposal is a structured document prepared by a seller to outline how their product or service will address a prospective client’s specific needs, solve their problems, and deliver tangible value. It typically covers the key challenges faced by the client, presents a tailored solution, and highlights unique features or benefits that set the offering apart from competitors.

In addition, a sales proposal includes essential components like company background, implementation plans, timelines, pricing details, case studies, and a clear call to action to guide the client toward the next steps.

A well-crafted sales proposal serves as a strategic tool to foster trust, demonstrate expertise, and build a compelling case for why the client should choose this solution over others.

Sales Proposal Components 

1. Company Information

It should include details like:

• Company name
• Company history
• Product/service description
• Contact information - email, phone, and socials
• Sales rep details (optional)

2. Executive Summary

The aim is to highlight the prospect’s pain points and the solution you’re providing. It’s a summarized version of your discussions with the prospect — an overview of your journey together. 

Raditya Haryadi, APAC Head of Presales & Proposal Management, has shared a mini guide on mastering Executive Summaries. Here’s a summary of his post:

• Be Concise but Complete
  • Keep it brief, yet comprehensive.
  • Focus on strategic value, key metrics, and financial impact without overwhelming details.
• Clarity is Key
  • Avoid industry jargon; use simple, accessible language.
  • Ensure all stakeholders easily grasp the main points.
• Highlight Key Findings
  • Lead with core benefits like cost savings or market growth.
  • Capture executive priorities right at the beginning for faster approvals.
• Tailor for Your Audience
  • Align the summary with specific interests (e.g., cost savings for CFOs, scalability for CIOs).
  • Personalize the language to engage each executive effectively.
• Actionable Outcomes
  • End with clear next steps, roles, and timelines.
  • Emphasize the benefits of swift action to convert interest into commitment.

Think of the executive summary as your elevator pitch: clear, compelling, and action-oriented. Make it count, and watch your proposals gain traction.

Pro Tip: Add projected figures like ROI, cost savings, revenue, etc., to emphasize the value you’re delivering.

3. Client Needs

What is the main challenge your prospect faces? What is the purpose behind creating the sales proposal? 

Craft this section around the prospect’s problems — poke and elaborate on the prospect’s business problems. Make them understand why these problems matter and the need to look for a solution. 

4. Proposed Solution

Align your solution with the problems you’ve detailed in the previous section. 

Don’t hold back here — mention the exact product/service features you provide to solve their problem. You can also create a problem-solution chart to keep this part succinct and self-explanatory. 

Here’s what the chart could look like:

5. Unique Selling Proposition (USP)

48% of sellers struggle to communicate the value they’re providing customers. That’s where you can make a difference — craft your USP to highlight the unique value you’re providing. It should precisely answer the question, “Why should I move forward with your product?”.  

6. Implementation Plan and Deliverables

Outline the stages of your implementation plan. How exactly are you going to solve the prospect’s problem? There could be different phases in which you achieve the proposed solution. You can list the deliverables or success factors for every phase along with the project’s time estimation, so the prospect knows what they’re getting from this deal. 

7. Timeline

Give realistic timelines, but don’t let the prospect feel the results will take longer than necessary. Prospects are impatient when getting returns — if you keep them waiting for long, they might back out. 

8. Pricing

Pricing is the trickiest part of the sales proposal. 

In fact, it’s the primary reason prospects ask for a proposal. Chances are they will skip this section as soon as they get their hands on the proposal. To avoid this, it is advised to present the proposal on call instead of mailing it to the prospect. 

9. Case Studies and Client Testimonials

Case studies and testimonials are the perfect opportunity to justify your pricing. 

Pick the best case studies with exact figures as results and add them to your proposal. You can also include client testimonials as videos or text; videos would build trust better. 

10. Call to Action

What do you want your prospect to do after they’ve reviewed your proposal? Do you want them to book a demo, schedule a call for more information, or head over for a trial account? Specify the desired CTA in your proposal. 

It makes sending a follow-up email meaningful and more persuasive. You can send more juicy content based on the action you want them to take. 

How to Create the Perfect Sales Proposal 

Instead of simply dumping content in the above items, follow a strategic approach to create a cohesive sales proposal. Here are some tips.

1. Keep Your Sales Proposal Simple and Crisp 

You might want to include everything about your product or service in the proposal, but this could backfire — people already have a short attention span. So, keep all your components short and sweet. 

The depth of detail you go into also depends on the person you’re presenting to. Does that person seem to need more information to arrive at a decision? Or are they only interested in facts and figures? Decide the length of your proposal based on your prospect’s preference.  

2. Laser Focus on Client Problems 

31% of sales reps aim to understand the prospect’s need to close the deal. The key to gaining your prospect’s attention is to see the problem from their perspective.

How do you do it? 

Understand your prospect’s current state — where do they stand in terms of sales, revenue, and overall growth? And, what’s the #1 challenge blocking their progress? Pick that challenge and do a causal analysis to comprehend the depth of the problem.

For example, consider the problem of low email response rates from prospects. What could be the possible causes behind it?

• not targeting the right audience
• email content lacks persuasion
• weak lead magnet 
• incorrect email address

Now check what options they’ve tried already to eliminate these causes. 

• Are they using any tool to find email addresses?
• Do they have expert copywriters?
• Have they done extensive audience research?

Once you have all the information, you can create a hyper-personalized problem statement for your prospect. 

3. Distribute De-Riskers Evenly in Your Proposal

De-riskers help reduce the risk in your prospect’s mind and ensure success with your solution. The prospect needs to build trust in your solution, and de-riskers feed them precisely that. 

Here are five types of de-riskers you can add to your sales proposal. 

1. Problem-solution mapping: it assures them a custom solution exists for their problem. 
2. Implementation steps: when divided into phases, the implementation plan helps the prospect visualize the solution and form a coherent understanding of your product’s features.
3. Deliverables: they further reduce the doubts in the prospect’s mind by creating a concrete image of the solution to satisfy them. 
4. Timelines: adding a deadline to each phase makes the prospect look forward to achieving the desired results. 
5. Progress metrics: they give the prospect a tool to measure the performance of your product and calculate the returns on their investment. A lot of business intelligence and forecasting tools can help you project numbers and keep track of them. 

4. Frame Your Proposed Solution on Three Pillars 

Adam Ferris — VP of Sales, AMER — advises sellers to focus on three things for their sales proposal:

1. Aligned ROI on the desired outcome — do your promised ROI figures match the prospect’s desired outcome?  
2. Detailed transformation — where is the prospect supposed to reach after implementing your solution; the journey from the current state to the future state. 
3. Cost savings for a superior solution: How much will they save after purchasing your solution? Think value for money. 

When you build your solution around these pillars, you’re not a salesperson anymore — you become an advisor for your prospects. And 84% of business buyers expect sales reps to act as trusted advisors because they want someone to guide them through the solution. 

5. Offer Tier-Based Pricing Options

The idea behind tier-based pricing (or usage-based pricing) is to shift your prospect’s mindset from “yes/no” to “which package is the best for me.” 

It does two things: 

• your prospect thinks you are offering your services for a discount
• you can sell your most valuable feature at the price it deserves. 

Here’s how it works:

You can strategically divide your pricing packages into three tiers and describe the features included for each of them. 

Tier 1

It includes the core product minus some features that are not critical at the moment. Prospects usually don’t go for tier 1 because they know it won’t be enough. It’s also the cheapest package. 

Tier 2

It’s the core product; everything you’ve promised to the prospect goes here. Primarily, it aligns with the prospect’s budget. 

Tier 3  

It’s the surprise you can afford in a sales proposal! This package includes your core product + an additional feature that can level up their experience. It has to be the best of the three packages — justifying the reason for being the most expensive.  

6. Include Company Branding But Don’t Overdo It

Incorporating company branding into your proposal helps it stand out from the competition. This includes showcasing your work with prominent competitors or well-known companies. When prospects see that reputable brands trust you, it builds credibility and encourages them to do the same.

Highlighting accolades further boosts trust, as it demonstrates your commitment to building a strong reputation. This subtly signals to prospects that you’ll handle their business professionally and deliver quality services or products.

Branding also conveys how serious you are about achieving results. Visual elements, in particular, make your message more impactful and easier to grasp. People tend to process visuals better than lengthy text.

For instance, instead of writing, “We’re projecting $500 million in revenue over the next five years,” a bar graph can illustrate this growth effectively. Five bars representing annual revenue over five years not only make the statement visually engaging but also allow prospects to deduce the yearly growth rate at a glance.

In addition to visuals, the formatting of your proposal presentation plays a significant role. That’s why you must use a template to draft your proposal. You can adjust the template per your company branding and use it for your entire email list. But don’t forget to tailor the proposal content for every prospect.

Bonus Tip: Leave No Room for Surprises in the Proposal

A surprise in a proposal is anything you haven’t previously mentioned to the prospect that could impact their decision, like pricing. Many salespeople hesitate to disclose costs early, fearing it might deter the prospect.

However, sharing a general price range early on can help you gauge the prospect’s interest and save time on proposals. You can send a quick message like:

“Hi Diana, I’m putting together your proposal, and the cost is likely between X and Y. Would this range work for you? Let me know so I can finalize it to meet your needs best!”

Sales Proposal Templates and Examples

1. Basic Sales Proposal Template

This template covers essential components, providing a clear, straightforward layout for presenting your solution.

[Your Company Logo]

Company Information

• Company Name: [Your Company Name]
• Company Background: [Brief history or mission statement]
• Products/Services: [Brief description]
• Contact Information: [Phone, Email, Website, Socials]
• Sales Rep (Optional): [Sales rep name and contact]

Executive Summary

[Overview of the prospect's main pain points and the value your solution brings. Summarize previous discussions and highlight anticipated results, such as ROI or cost savings.]

Client Needs

• Main Challenge: [Describe the client’s primary issue]
• Objective: [Why solving this problem is important to their business]

Proposed Solution

Unique Selling Proposition (USP)

[Explain what makes your product/service unique and why it’s the best choice for the client.]

Implementation Plan and Deliverables

Timeline

[Outline key project milestones with realistic timelines.]

Pricing

• Package Options:
  • Tier 1: [Basic features, affordable]
  • Tier 2: [Core solution, optimal price]
  • Tier 3: [Complete solution with premium features]

Case Studies and Client Testimonials

[Include 1–2 case studies or testimonials to build trust.]

Call to Action

[Specify the next steps, such as booking a demo or scheduling a call.]

2. Visual Sales Proposal Template

This template integrates visuals to make your proposal easy to scan and engaging.

[Your Company Logo]

Cover Page

[Your Company Name]Sales Proposal for [Client Name]Date: [Today’s Date]

Company Overview

• Brief Background:[Include 2–3 sentences about your company mission and expertise]
• Contact Information:
  • Website:
  • Phone:
  • Email:

Executive Summary (Visual Box)

[Summarize the client’s challenge and your solution using a graph or chart to illustrate anticipated results, like ROI or cost savings.]

Client Needs (Quote Box)

"Our organization is currently facing [Challenge]. Our objective is to achieve [Desired Outcome]."

Solution Summary (Problem-Solution Chart)

Unique Selling Proposition (Callout Box)

[Explain your USP in one sentence. Use bold and color for emphasis, like “The only solution designed to..."]

Project Plan (Visual Timeline)

Phases and Milestones[Show project timeline in a visual format with major milestones and deliverables per phase.]

Pricing Options (Tiered Table)

• Basic: Essential features
• Standard: Full solution, competitive price
• Premium: Complete package with premium benefits

Case Studies (Client Logo Thumbnails)

[Display client logos as thumbnails alongside 2–3 testimonials.]

Next Steps

• Book a Demo
• Schedule a Call

Sales Proposal Example

Here’s an example of how a sales proposal should look like. 

Sales Proposal for Green Solutions Inc.

Company Information

Company Name: Insight Analytics

Background: Since 2012, Insight Analytics has specialized in empowering businesses with data-driven insights, helping companies optimize their operations through advanced analytics and user-friendly dashboards.

Contact Information:

  - Email: adam.smith@insightanalytics.com

  - Phone: +49-123-456-789

  - Website: www.insightanalytics.com

Executive Summary

Green Solutions Inc. faces challenges in tracking operational efficiency and reducing costs. Insight Analytics proposes a solution that integrates real-time data tracking, advanced reporting tools, and predictive analytics to enhance decision-making, improve productivity, and identify cost-saving opportunities.

With our InsightPro Suite, Green Solutions can expect an increase in process efficiency by up to 30% within the first year, translating to a projected cost savings of €200,000 annually. This proposal outlines how we plan to achieve these results through a custom implementation and support plan.

Client Needs

Main Challenge: Difficulty in measuring operational efficiency across departments, leading to missed opportunities for cost savings.

Objective: To streamline data collection and reporting for better visibility into operational performance and quicker response times.

Proposed Solution

InsightPro Suite

Our proposed solution directly addresses Green Solutions’ needs with the following features:

• Real-Time Data Tracking: Allows teams to monitor KPIs as they occur, reducing lag in identifying inefficiencies.
• Predictive Analytics: Analyzes historical data to forecast future trends, aiding in proactive decision-making.
• Automated Reports: Simplifies reporting with customizable dashboards that can be tailored to Green Solutions’ needs.

Unique Selling Proposition (USP)

InsightPro Suite is the only analytics tool that combines real-time tracking, predictive analytics, and customizable dashboards specifically optimized for environmental and operational efficiency sectors, setting us apart from general data solutions.

Implementation Plan and Deliverables

Phase 1: Initial Assessment and Setup (2 weeks)

• Deliverable: Customized InsightPro Suite setup to meet Green Solutions’ data structure requirements.

Phase 2: Integration and Training (3 weeks)

• Deliverable: Full integration with Green Solutions’ existing software and on-site training for key staff.

Phase 3: Optimization and Support (Ongoing)

• Deliverable: Continued support with monthly performance reviews and system adjustments.

Timeline

Project Start Date: December 1, 2024

Expected Completion: January 15, 2025

Pricing

Tier Options:

• Basic: €10,000 – Real-time tracking and automated reports only.
• Standard: €20,000 – Full InsightPro Suite integration, including predictive analytics.
• Premium: €30,000 – Includes full suite, dedicated support team, and quarterly optimization consultations.

Case Studies and Client Testimonials

Client: EcoClean Technologies

• Results: Improved operational efficiency by 28% and reduced annual costs by €150,000 after implementing InsightPro Suite.
• Testimonial: “Insight Analytics transformed our operations. Their predictive insights gave us the edge to proactively address inefficiencies.” – Laura Smith, COO

Call to Action

To proceed with InsightPro Suite, please schedule a demo or a follow-up call with us. We look forward to partnering with Green Solutions Inc. to achieve measurable improvements and sustainable cost savings.

Finally

Writing a sales proposal might seem like a daunting task. But, like any business document, if you know its important components and how they should be designed and structured, you can prepare an effective one.

In this guide we analyzed different parts of an effective sales proposal, and then provided some hands-on templates and an example for you. Use the tips and templates above to prepare a convincing sales proposal and close that sale.