If you're struggling to land higher ticket clients, you might be wondering how to write B2B proposals for projects. 

Over the years, I've seen hundreds of proposals. Some sent to me, but most are proposals I've sent myself or were sent by marketing agencies I've consulted.

Unfortunately, most proposals are so bad — they get discarded and tossed in the recycle bin. But after witnessing countless proposals that have been accepted, I've identified some core aspects to proposals that make them much more effective. Understanding what those aspects are will help you close more deals and prevent your proposals from being ignored.

Imagine this:

You had a great sales call. You and the client seemed to click. The next day you type up a proposal, dress it up nicely with your branding, and send it off! Then.... *crickets*

You never hear back, despite your 3 follow ups. Tragic.

If this is happening to you, it's probably because your proposals are missing these critical pieces. They're either too long, full of irrelevant material, or your sales process wasn't performed as well as you thought.

The result? You lose out on a new client, a revenue boost, and you're back to chasing new prospects.

If you're getting ghosted after sending your proposals, or your proposals aren't closing as many clients as they should... Incorporate these 5 components into your proposals (and start winning clients).

Component 1: Make sure the situation behind their needs is clearly expressed

A lot of proposals begin with generic information about the recipient — meaning the potential client. If your proposal includes a bunch of general information they already know (and that can be found easily on their website), you've set yourself up to fail. 

To start any proposal, identify the situation behind their needs. Define what their problem is and why they are exploring a solution to this problem in the first place. 

Here's an example:

"The ABC company ran their most successful marketing campaign in history last year, which resulted in acquiring 3 times as many consulting clients compared to prior year. To accommodate for this increase in client deliverables, ABC company greatly increased their operational expenses and labor costs. Despite the revenue increase, profit margin percent took a steep dive. ABC is in need of an in-depth financial analysis to improve the financial health of the organization, making way for sustainable long-term growth."

When you correctly identify the problem, your potential client feels understood. They also feel aligned with what needs to occur to improve their current situation.

Takeaway: In the introduction of your proposals, summarize the current negative situation they are experiencing and what needs to take place to rectify the problem.

Component 2: Make sure their ideal outcome is summarized

After you identify the current situation, you need to outline the end result that will occur if they accept the proposal.

What are the BIG goals they'd like to achieve by solving the problem? This is something you should have uncovered during your sales process. You should reiterate those points in your proposal. 

If you can correctly summarize their desired end state, they once again feel understood, aligned with the project, and are more likely to accept your terms.

Using the same example as above regarding ABC company:

"Following the financial analysis you will have key metrics and a strategic pathway to achieve the following objectives:

- Maximize net profit % without churning existing clients
- Have percentage breakouts defining healthy labor costs vs client spend
- You will be able to continue rapid growth while maintaining higher profit margins
- Understand what software and tech tools are necessary, beneficial, or unneeded
- Know when to hire and backfill roles more effectively and which positions are demanded"

Takeaway: Include a list of items that will be improved if they accept your proposal

Component 3: Quantify outcomes

It's tough to sell using an estimated "ROI" only, but that doesn't mean you shouldn't include it as an extra selling point within your proposal.

When you quantify outcomes it's easier for buyers to connect the value proposition to your price. Then when the value proposition is significantly higher than what they pay you, it becomes more obvious to accept the proposal.

Here's an example using ABC company's profit margin problem:

"Prior to your rapid growth last year, your profit margin percent was 28.1%. Your profit margin percent so far this year is 12.2%. We will provide a clear strategy, that if applied, will bring an estimated new profit margin percent of 25%. If you maintain current revenue figures with a new profit margin percent of 25%, your overall profit will increase by $325,000 per year."

Based on the language above, there is now an "anchor" benefit of $325,000 if they accept the proposal. Plus, you could write down additional qualitative benefits such a as smarter decision making long-term.

Takeaway: When you quantify outcomes this makes it easy to justify your fees and increases your odds of a successful proposal because the value proposition becomes clear.

Component 4: Timing

You should include an estimated or known range for the duration of the project.

The potential client will want (and deserve) to know how long the project will take. You're essentially answering the question, "how long will it take to get these results?"

To protect yourself you should also have a defined end date. This serves the purpose of eliminating any potential scope creep and ensures you get paid for everything that you work on!

Takeaway: Define time periods for the project. This ensures any project does not extend beyond those dates and you go unpaid for any additional work. Your buyer will also have a clear understanding of how long it will take to get their desired outcome.

Component 5: Make accepting the proposal and starting work easy

At some point you'll introduce how much your services cost. When you do you should have them accept or reject the proposal at this time.

To increase odds of an accepted proposal, make the initial payment a means of kicking off the project. Give them a way to make an immediate decision through purchasing.

The best thing to do is have your proposal directly connected to your payment processor. Include language within the proposal that states payment is an indication of an accepted proposal which allows the project to begin.

Takeaway: Send your proposals signed and include a link for payment. Allow them to accept without additional legal oversight or communication from you.

Bonus consideration: should you include multiple options or tiers?

With any proposal, you have the choice to send multiple options for them to select. Is it best to give them one option or multiple? Here's the argument for each:

One option: you make their decision a simple yes/no and you look like an expert that knows the exact solution that they need.

Multiple options: their decision isn't a yes/no question anymore. Instead they won't be thinking about whether to accept or not, they will be deciding between which option to accept. Psychologically, this factors in an "assumed sale." Additionally, you can generate more revenue by providing expensive tiers that would not be included in a one option proposal.

I don't have a specific recommendation for either path here.

The only thing I would suggest is — if you include multiple options — make sure your cheapest option still fully solves their problem. 

In Summary

5 key components of proposals that win deals:

1. Situation analysis
2. Ideal outcome explained
3. Quantify their desired results
4. Include timeframe of the project
5. Make it easy to begin working with you

I hope you found this blog helpful!

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