Though sites are great for presenting your company and services, direct sales are still more effective, especially if your service costs over four or five figures.

To effectively sell at that level, your client needs to see a written proposal that outlines everything about your collaboration. Today we’d like to share with you what a proposal contains.

This is the perfect guide for any agency, company, or consultant.

What is a proposal?

A proposal is a document that you send to clients in B2B selling so they know what you do and also know what you’re going to provide for them, specifically.

Proposals should be customized and they should outline the client’s problems and then what sort of solutions you can provide. Alongside with everything you know about the project.

Some agencies literally spend the entire day putting together proposals. We want to save you time with this article and guide.

When’s the best time to use a proposal?

Proposals are used when the project that you’re selling is over a certain amount or presumes a commitment of several months or ever years..

Very few people are going to buy directly from the website in B2B. They’ll will at least want to get on the phone with you before starting.

If you don’t do a very good job of presenting your offer on your website, or if you’re running an agency and your offers are super customized you’re almost always going to need a proposal.

A good sales sequence to have is:

  1. Lead research and cold emails (maybe use GrowthOK?)
  2. Prospect agrees to a call
  3. Call #1: Collect all the details you can about their issues, and discuss your background. At the end of this call have the client agree to a proposal, and set a time for call two.
  4. Create the proposal: after call one sit down and draft a proposal using the format below.
  5. Call #2: Present the proposal to the client, get their feedback, make any changes, ask about next steps
  6. Close!

What goes into a proposal?

A proposal has 7 main sections:

  1. The Opportunity. This is a breakdown of who the company is, and why they’re talking to people like you.

This section is important because it shows the client that you understand exactly where they are in business and what some of their issues are.

The easiest way to write this section is to record your first sales calls and pretty much regurgitate word for word what the client says their problems are.


Acme Inc provides companies with an easy to install door unlocking system, powered by employee’s smartphones. Currently, the company is using scrapers and lead generators to find leads from aggregator sites like Crunchbase, and booking appointments via cold emails.

The company has a prospecting list of over 20,000 emails, and yet their book rate is only 1%. If we could raise that by even .5%, it would be a huge win.

2. The Solution. How you can help them. You take the problems/issues they have and tell them what you’re going to do about them.

This doesn’t have to be long — but you need to show that 1) you have enough understanding of their problems to pitch a solution and 2) recap what exactly your solution is.


There are two issues with Acme Inc’s current strategy:

  • The cold email sequences can be optimized to increase response rates. This involves writing a different sequence of emails for each user segment, and delivering those emails consistently.
  • We need to find users that are raising their hands and asking for a solution like Acme Inc. For example, in the tech vertical, we might need companies that are freshly moving, or that are hiring a devops team on AngelList.

3. Project Goals. You outline what the future is going to look like once the solution is in place. It is important to add Key Performance Indicators (KPIs) in this section. The purpose here is to align KPIs to specific goals that your team can be measured on later.


  • Create a sequence of emails for each of Acme Inc’s user segments, that has (at a minimum) double the response rate of current emails.
  • Identify prospecting channels for each of the chosen user segments — places where these customers are already craving a solution like Acme Inc.
  • Review email performance after 7, 14 and 30 days. Rewrite the email sequences and prospecting channels as necessary for scalability.

4. Deliverables. A list of exactly what they will get as a result of your work. Be as specific as possible, and try to repeat the benefits of what you’re offering in the actual deliverables.


  • Qualification criteria — an outline of where Acme Inc can find warmer leads and target companies.
  • 5–7 emails (touch points) for each user segment.
  • Optimization of prospecting methods (includes training videos for each channel — to be used to ramp up prospectors via UpWork or similar).
  • 3 rounds of email revisions: one at 7 days, one at 14 days, and a final at 30 days.

5. Timeline and Budget — How much is it going to take and what budget is needed? Feel free to include packages and discounts to this part.



Budget: $1,200

Timeline: 1 week


Budget: $1,200

Timeline: 1 week


Budget: $1,200

Timeline: 1 week


Budget: $1,200

Timeline: 1 week


Budget: $1,200

Timeline: 1 week

CoWorking Spaces / Incubators:

Budget: $1,200

Timeline: 1 week


Budget: $1,200

Timeline: 1 week

** A la carte budget is above, however, the following packages are available:

Pick 3 Verticals: $3,240 (10% off the above pricing)

All 7 Verticals: $6,720 (20% off the above pricing)

6. Payment Schedule. How much do they need to pay you and at what points in the process? The best and fairest way to outline payments is payment on deliverables — though some companies bill based on time and materials using an hourly rate.


Invoices will be issued at the start of the project, 50% due on signing, the remainder to be due upon delivery of final email sequences.

7. Signature Box so they can sign immediately. You can make this process easier by using something like HelloSign to speed up the process.

This is what a standard proposal contains. Of course, if your client asks you for a confidentiality statement — or anything else, you put that in also.

Did this article help? Hit that love icon 🙂

Let me give you a freebie! Here’s an actual proposal for a 5 figure project (client’s name has been changed) — feel free to use this as a template to get you started!

As always, if you’re looking for highly qualified and targeted custom sales lead data, check out —

Author: Wilson

Wilson is a 3x entrepreneur and founder of GrowthOK. He loves and breathe entrepreneurship, growth, sales, and has a strong passion for crypto and blockchain related topics. You can follow him on Twitter @itswilson8

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