5 must-have sales proposal templates to win the business

Imagine you're about to step into an important meeting, your heart racing with anticipation. You've got one shot to impress your potential clients and seal the deal — and it all hinges on your sales proposal. 

The make-or-break moment could close the deal or send you back to the drawing board. 

But, creating an irresistible sales proposal isn't just about listing your services or pricing. It's about understanding your client's pain points, offering a solution that seems tailor-made for them, and presenting it in an impossible way to ignore.

Here, we walk you through how to create a sales proposal that convinces your potential customers you're the perfect fit for their needs.

What is a sales proposal?

A sales proposal (also known as a business proposal) is a document that pitches your products or services to potential clients or current customers. They showcase how you can solve their specific problems or fulfill their needs. It's a tailored presentation of your offer outlining the benefits and features in a way that aligns with the client's objectives and expectations. 

You’ll usually use a sales proposal during the prospecting stage. This is when you've identified potential clients who might need what you offer and are ready to convince them they do. 

Sales proposals are a mix of art and strategy—they blend persuasive writing, a deep understanding of the prospect's needs, and a clear presentation of your solution. They're about building relationships, showing you understand their challenges, and positioning yourself as the solution.

Why are sales proposals important?

Sales proposals provide a concise, tailored document for prospective clients to compare and contrast different solutions. It highlights your unique value proposition amongst competing products and services. 

Think about it: how many products do you explore during your buying process? At least three to four, right?

And what about the decision-making process that involves multiple stakeholders? According to Gartner, the B2B buying group already includes eight to nine people.

With a sales proposal, decision-makers get a clear, structured overview of what you offer that makes it easier for them to understand and appreciate the unique benefits of your solution. 

When the sales process involves multiple stakeholders, a proposal helps align their varying perspectives and priorities toward a common understanding. 

Plus, a sales proposal acts as a tangible reminder of your proposition that acts as a reference point in discussions and deliberations and ensures your solution stays top of mind throughout the decision-making process.

8 key sections of a winning sales proposal

Different industries, business sizes, and deal sizes require different proposal content and structures. In general, a sales proposal should have these eight key sections:

• Executive summary: This is your hook—a brief yet impactful overview that captures the essence of your proposal. It should immediately address the client's pain points and how your solution is the perfect fit.

• Problem statement: Identify the specific challenges your client faces. This section shows that you understand their needs and are not just selling a product or service but offering a solution.

• Your solution: Here's where you shine. Detail your product or service, emphasizing how it addresses the client's problems uniquely and effectively. Include any unique features or benefits that set you apart from competitors.

• Pricing and terms: Be transparent and straightforward about costs and terms of service. This avoids any future confusion and builds trust with your client.

• Case studies or testimonials: Real-world examples of your solution in action as social proof. Include brief case studies or testimonials demonstrating your track record with similar clients or situations.

• About us: Give a snapshot of your company, your team's expertise, and why you're the right choice. This builds credibility and rapport.

Next steps: End with a clear call to action. Encourage them to take the next step, whether scheduling a meeting, signing up for a demo, or simply reaching out for more information.

How to create a sales proposal

Creating a sales proposal might seem daunting, but it's really about understanding your client's needs and showcasing how you can meet them. Let's walk through the steps.

1. Research your prospect and understand their needs

What keeps your client up at night? What day-to-day challenges do they face?

Research your prospect (and buying group) to understand their pain points and tailor your proposal. Thorough research provides deep insights into a potential customer’s specific challenges and decision-making dynamics.

Focus on these aspects:

• What are their biggest challenges? Identify surface-level issues and underlying problems they might not have recognized.

• Who are the decision-makers? Understanding who holds the power to say 'yes' is crucial. What are their specific concerns and priorities?

• How can you qualify the lead? Evaluate if the prospect is a good fit for what you offer. Does your solution genuinely meet their needs?

• What are the unique pain points for each decision-maker? Each individual in the buying process might have different concerns. How does your solution address each of these?

• Who is your champion within the organization? Is there someone who's already convinced of the value of your solution? How can you work with them to advocate for your proposal?

• Can you reference previous conversations or interactions? Use past discussions to show you've been paying attention and understanding their evolving needs.

2. Research your prospect’s background

Understand your prospect's background through publicly available information to learn about business culture, priorities, and potential needs. Look into these specifics:

• Company website: Review their history, mission, values, and recent news or announcements.

• Social media profiles: Look at their LinkedIn, Twitter, and Facebook for recent posts they’ve shared, the kind of people they interact with, and other areas of interest. 

• Press releases: Look for new initiatives, partnerships, or changes in strategy.

• Case studies or client testimonials: Understand their success stories and client relationships.

• Interviews and webinars: Gain insights from the company’s leaders on their vision and challenges.

• Blog posts and articles: Blogs provide a sense of their thought leadership and areas of interest.

• Communities: Go through the discussions they have on Facebook groups, LinkedIn groups, and Slack communities. 

3. Outline and write your sales proposal

Those elements we outlined earlier? Use those to structure your proposal. Fill in the blanks with your research and understanding of your audience.

Once you have a skeleton, flesh it out with your product’s features and benefits, explain how it fits their needs, and back up everything you say with data. 

Limit your sales proposal to two to three pages. This length provides enough detail without overwhelming the reader. 

Also, check how your proposal looks and is easy to read, with well-organized sections, headings, and bullet points that guide the reader through your argument. Lastly, infuse your proposal with a tone that matches the prospective customer’s company culture — whether it's formal, dynamic, or somewhere in between. 

4. Review the proposal for accuracy and relevance

Get a fresh set of eyes on your proposal before submitting it. Ask a colleague or someone from another department to review it and provide feedback. They may catch typos and grammar errors or suggest areas that need more detail or clarification.

When you're proofreading it, look out for these editorial guidelines:

• Describe technical terms so all decision-makers understand them

• Check that the proposal flows logically from problem identification to the solution and then to the call to action

• Verify all data, statistics, and references in your proposal are current and accurate

• Make sure that the proposal still aligns with the client's current situation if there was a time gap

• Organize your pricing plans from high to low

• Add enough white space around text and between sections

• Use bullet points, bold text, or italics to emphasize critical information 

• Address any potential objections or concerns the client might have

• Check for cultural sensitivity and appropriateness

• Break blocks of text with visuals like images, charts, or graphs

5 sales proposal templates

Customize these free templates to reflect the specifics of your services, your target audience, and your unique value proposition.

1. Consulting proposal template

A well-structured proposal is crucial for winning new consulting projects — emphasizing polish, experience, and building trust. Core sections in a consulting proposal include:

• Company background: Insight into your firm's history and expertise.

• Client needs and objectives: A detailed understanding of the client's goal.

• Methodology: Your approach and how you plan to tackle the project.

Here is a consulting proposal template you can customize: 

[Title]

Consulting Services Proposal for [Client Company Name]

[Front Page]

Prepared for: [Client's Name and Title]

Prepared by: [Your Name and Title]

[Your Company Name]

Date: [Insert Date]

[Cover Letter]

Dear [Client's Name],

We appreciate the opportunity to present this proposal to [Client Company Name]. At [Your Company Name], we are committed to providing tailored solutions that address your unique challenges and contribute to your long-term success. Enclosed is our detailed proposal outlining our services and how they can benefit your organization.

We look forward to a potential partnership and are available for any further discussions or clarifications.

Sincerely,

[Your Name]

About Us (Company Background)

[Your Company Name] has been providing industry-leading consulting services for over [X years]. Specializing in [Your Specialization Areas], we have helped numerous clients achieve [Specific Goals or Outcomes].

Challenges and Goals/Outcomes

Based on our preliminary discussions, we understand that [Client Company Name] is facing challenges in [Briefly Describe Challenges]. We aim to [State the Desired Outcomes or Solutions to These Challenges].

Proposed Solutions

Our proposed approach includes [List Key Strategies or Solutions], tailored to address [Client Company Name]'s specific needs. This approach is designed to [Explain How the Solutions Achieve the Goals].

Pricing

Our services are offered at [Detail the Pricing Structure]. This includes [List What is Included in the Price, such as Number of Consulting Hours, Specific Deliverables, etc.].

Deliverables with Key Dates

We will deliver the following services on the specified timeline:

• [Deliverable 1] - [Date]

• [Deliverable 2] - [Date]

• [Additional Deliverables as Necessary] - [Respective Dates]

Case Studies

[Include 1-2 Case Studies Demonstrating Past Success Stories and How Your Company Addressed Similar Challenges for Other Clients].

Client Testimonials

[Include 2-3 Testimonials from Previous Clients Praising Your Work, Expertise, and Impact].

Terms

[Detail the Terms of the Proposal, Including Payment Terms, Confidentiality Agreements, and Any Other Legal Considerations].

Next Steps

To proceed with our services, please select your desired solution package and provide your signature below:

• [Solution Option 1]

• [Solution Option 2]

2. Design proposal template

A design proposal communicates your vision and plan to a client. It outlines all the critical elements needed to convey the vision, scope, and feasibility of a design project. Key sections in a design proposal include:

• Scope of work: Detailed list of services and deliverables.

• Payment schedule: Breakdown of costs and payment terms.

• Client testimonials/portfolio: Showcase of previous work and client feedback.

Here is a design proposal template you can customize: 

Title, Front Page, and Cover Letter

Title: [Project Name] Design Proposal Date: [Insert Date] Prepared for: [Client's Company Name]

Cover Letter: Dear [Client's Name],

We are excited to present this proposal for the [Project Name]. Our team has carefully reviewed your requirements and is confident in delivering a solution that not only meets but exceeds your expectations. Enclosed, you'll find a detailed outline of our approach, timelines, and how we at [Your Company Name] can make this project a success.

Looking forward to a fruitful collaboration.

Sincerely, [Your Name] [Your Position] [Your Contact Information]

Your Company Name

[Your Company Logo]

About Us (Company Background)

At [Your Company Name], we specialize in [briefly describe your expertise and unique selling points]. With [X years] of experience in the industry, our team is dedicated to delivering [mention the kind of results you've achieved for clients, e.g., innovative designs, efficient solutions].

Challenges and Goals/Outcomes

Client's Challenges:

• [List the key challenges identified during discussions with the client]

Desired Goals/Outcomes:

• [List the outcomes the client expects to achieve through this project]

Proposed Solutions

Our approach for [Project Name] includes:

• Solution 1: [Brief description of the solution and how it addresses a specific challenge]

• Solution 2: [Description]

• ...

Pricing

Deliverables with Key Dates

• Deliverable 1: [Description] - Due Date: [MM/DD/YYYY]

• Deliverable 2: [Description] - Due Date: [MM/DD/YYYY]

• ...

Case Studies

Case Study 1: [Brief overview of the project, challenges, solutions provided, and outcomes]

Case Study 2: [Overview]

Client Testimonials

• "[Testimonial excerpt]" - [Client Name, Position, Company]

• ...

Terms

• Payment Terms: [Details]

• Project Duration: [Start Date] to [End Date]

• Confidentiality Agreement: [Details if applicable]

• ...

Next Steps

• Solution Selection: Please review the proposed solutions and select the option that best fits your needs.

• Signature and Date: To proceed, kindly sign below and return this document by [Deadline Date].

3. Real estate proposal template

A real estate business proposal template provides a structured and persuasive format to present properties, services, or project plans. It communicates the value and details of a real estate opportunity to clients or stakeholders.

• Property details: Key features and specifications of the property.

• Financial information: Pricing, funding, and investment details.

• Market analysis: Insights into current market trends and positioning.

• Certifications and compliance: Any relevant legal or industry certifications.

• Milestones and timeline: Projected timeline and significant milestones.

Here is a real estate proposal template you can customize: 

Front Page:

• [Your Company Name]

• [Title of Proposal]

• [Date]

• [Client's Name and Company]

Cover Letter:

• Dear [Client's Name],

• A brief introduction stating the purpose of the proposal and expressing gratitude for the opportunity to present your services.

Your Company Name:

• XYZ Real Estate Solutions

About Us (Company Background):

• Detail your company's history, mission, and expertise in real estate. Include any specific qualifications or certifications that distinguish you.

Challenges and Goals/Outcomes:

• Outline the client's known challenges in their real estate endeavors.

• Example: "Our analysis indicates your need for high-yield commercial properties in urban areas."

Proposed Solutions:

• Detail how your services will address these challenges.

• Example: "We propose a focused investment in up-and-coming urban neighborhoods with high growth potential."

Pricing:

• Clearly outline your pricing structure, whether it's a flat fee, commission-based, or another model.

• Example: "Our commission is a competitive 5% on the total investment amount."

Deliverables with Key Dates:

• List key deliverables, such as market analysis reports, property listings, etc., along with their expected completion dates.

Case Studies:

• Include examples of past clients with similar needs and how you successfully met those needs.

• Example: "See Case Study: Downtown Revitalization Project."

Client Testimonials:

• Add quotes or endorsements from previous clients.

• Example: "XYZ Real Estate Solutions provided us with exceptional insights into the commercial real estate market." - John Doe, ABC Corporation

Terms:

• Outline the terms and conditions of your services, including any legal or regulatory information.

Next Steps (Solution Selection, Space for Signature, and Date):

• Provide clear instructions on how the client can proceed if they wish to accept the proposal.

• Include a space for the client's signature and date to formalize the agreement.

[Your Contact Information]

4. Sponsorship proposal template

A sponsorship proposal template pitches your event or project to potential sponsors, outlining the benefits and opportunities of their investment. 

• Event/organization overview: A brief introduction to what you are offering.

• Sponsorship benefits: Clear articulation of what's in it for the sponsor.

• Demographics of audience/participants: Who they will be reaching.

• Sponsorship levels and opportunities: Different ways sponsors can contribute.

• Marketing and promotion plan: How you'll promote the event and the sponsors.

Here is a sponsorship proposal template you can customize: 

Thank you for considering our event/organization for sponsorship. We are excited to present this proposal and showcase the benefits of partnering with us. Our goal is to create a mutually beneficial partnership that will help both parties achieve their objectives.

Event/Organization Overview

[Insert brief description of your event or organization here]. Our event/organization provides [insert key services, products or opportunities here] and has a [insert size or reach of audience/participants here]. We have a proven track record of success and are committed to creating high-quality experiences for our attendees/members.

Sponsorship Benefits

Sponsoring our event/organization will provide your company with several benefits, including:

• Exposure to a highly engaged and targeted audience

• Increased brand visibility and awareness

• Opportunities for product placement and demonstrations

• Networking and collaboration opportunities with other sponsors and industry professionals

• The chance to align your brand with a reputable and well-respected event/organization

Demographics of Audience/Participants

Our event/organization attracts a diverse demographic, including [insert key demographics here, e.g., age range, interests, professions]. By sponsoring our event/organization, your brand will have the opportunity to reach these individuals and potentially gain new customers or clients.

Sponsorship Levels and Opportunities

We offer various sponsorship levels that cater to different budgets and objectives. Some potential opportunities for sponsors include:

• Title sponsor: Have your brand prominently featured in all event/organization materials and be recognized as the title sponsor

• Presenting sponsor: Have your brand showcased during specific sessions or portions of the event/organization

• Exhibitor: Showcase your products or services at our event/organization's vendor expo

• Advertisement opportunities in event/organization materials, such as program booklets or online advertisements

Customized Sponsorship Packages

We understand that every company has different goals and objectives when it comes to sponsoring events/organizations. That's why we offer customized sponsorship packages, tailored to fit your specific needs and budget. Let us know what you're looking for, and we will work with you to create a unique sponsorship package that aligns with your brand.

Contact Us

If you're interested in becoming a sponsor for our event/organization, please contact us at [insert contact information]. We would happily discuss sponsorship opportunities and create a customized package that meets your needs. 

Thank you for considering partnering with us!  Overall, sponsoring our event/organization provides a valuable opportunity for brands to reach a diverse audience and gain exposure while supporting a reputable and well-respected event/organization. 

5. Marketing proposal template

If you're pitching a marketing campaign or strategy to a client, a marketing proposal template outlines your plan and its expected results. Include these sections:

• Situation analysis: Insight into the current market and the client's position.

• Objectives: Clearly defined goals the proposal aims to achieve.

• Strategies and tactics: Detailed description of the proposed marketing actions.

• Budget and resources: An outline of the financial and human resources required.

• Timeline: A timeline for implementation and milestones.

• Measurement and evaluation: Methods for tracking success and ROI.

Here is a marketing proposal template you can customize: 

Campaign Overview

Our proposed marketing campaign is designed to increase brand awareness and drive sales for your company. This comprehensive plan includes a mix of digital and traditional marketing tactics to reach our target audience and achieve measurable results.

Target Audience

We will target [specific demographic or customer segment] who are [description of ideal customer]. Our research shows that this audience is most likely to be interested in your products/services and has a high potential for conversion.

Objectives

The main objectives of our campaign are:

• Increase brand awareness by [percentage]

• Drive sales by [percentage]

• Generate [number] leads

Strategy and Tactics

To achieve our objectives, we will implement the following strategies and tactics:

Digital Marketing

• Develop a targeted social media advertising campaign to reach our target audience and drive website traffic.

• Utilize search engine optimization (SEO) techniques to improve your website's ranking on search engines, making it easier for potential customers to find you.

• Create engaging and informative content for your website and blog, including videos, infographics, and articles.

Traditional Marketing

• Run a direct mail campaign targeting potential customers in our target audience.

• Partner with relevant influencers and bloggers to reach a wider audience and gain credibility.

• Attend trade shows and events to showcase your products/services and network with potential customers.

Budget and Resources

Our proposed marketing campaign will require a total budget of [amount] over [duration], broken down as follows:

• Digital marketing expenses: [percentage of budget]

• Traditional marketing expenses: [percentage of budget]

We will also allocate resources for hiring a social media manager and a content creator to execute our digital marketing strategies.

Measurable Results

To track the success of our campaign, we will measure the following metrics:

• Website traffic increase by [percentage]

• Social media engagement and following growth

• Direct mail response rate

• Trade show leads generated

We will also conduct surveys to measure brand awareness and customer satisfaction.

Sales proposal example

To bring these recommendations to life, below is an example sales proposal template for a B2B SaaS company specializing in a CRM solution:

[Title] CRM Solutions for Modern Businesses Optimizing Customer Relationships and Streamlining Sales Processes

[Front Page and Cover Letter] [Company Logo] [Date] [Client's Company Name] [Client's Address]

Dear [Client's Name],

As businesses strive to enhance customer relationships and optimize sales processes, the need for an effective CRM solution becomes increasingly vital. We understand these challenges at [Your Company Name] and are excited to present a tailored solution that aligns with your unique goals and requirements. Enclosed is our proposal detailing how our CRM software can revolutionize the way you manage customer interactions and sales operations.

We look forward to partnering with your esteemed company, and are available for any further discussions or clarifications.

Sincerely,

[Your Name] [Your Position] [Your Company Name] [Contact Information]

[About Us - Company Background] [Your Company Name] Empowering Businesses Through Innovative CRM Solutions

Since [Year of Establishment], [Your Company Name] has been at the forefront of providing cutting-edge CRM solutions to businesses across various industries. Our commitment to innovation and customer satisfaction has driven us to develop a platform that is intuitive, user-friendly, and packed with powerful features to enhance sales efficiency and customer engagement.

[Challenges and Goals/Outcomes] Understanding Your Needs - Our Approach to Solutions

• Challenge 1: Difficulty in tracking customer interactions and sales follow-ups.

• Goal/Outcome: Streamline the sales process and improve customer interaction tracking.

• Challenge 2: Inefficient lead management leads to missed opportunities.

• Goal/Outcome: Enhance lead management to increase conversion rates.

[Proposed Solutions] Tailored CRM Features for [Client's Company Name]

• Feature 1: Customizable Dashboard for Real-Time Sales Data Analysis.

• Feature 2: Automated Lead Tracking and Follow-Up System.

[Pricing] Transparent and Competitive Pricing Structure

• Basic Plan: $[XX] per user/month - ideal for small teams.

• Premium Plan: $[XX] per user/month - includes advanced features.

[Timeline with Key Dates] Your Path to CRM Implementation

• Signing Date: [Date]

• Initial Setup and Training: [Date]

• Full System Deployment: [Date]

[Case Studies] Success Stories from Our Clients

• Case Study 1: How [Client Name] Improved Sales Efficiency by 40%.

• Case Study 2: [Client Name]'s Journey to Streamlined Customer Management.

[Client Testimonials] Hear from Our Satisfied Customers

• “The CRM solution from [Your Company Name] transformed our sales process...” - [Client Name]

• “We've seen a significant improvement in customer engagement...” - [Client Name]

[Terms] Terms of Agreement and Service

• Term Length: [X] Years

• Service Level Agreement (SLA) Details

• Termination Clauses

[Next Steps - Solution Selection, Signature, and Date] Moving Forward Together

To proceed with the implementation of [Your Company Name]'s CRM solution, please review the terms, sign below, and return this document by [Date].

[Space for Client's Signature] [Date]

[Your Company's Contact Information]

This template is a basic structure and should be customized further based on specific client needs and your company's unique value proposition. For more inspiration and examples, you might want to refer to resources like the one you mentioned, Pipedrive's blog on sales proposals.

The post-proposal period

You've sent your sales proposal. Now what? This period can be like waiting for the kettle to boil—it seems to take forever. But there are proactive steps you can take to navigate this waiting game. Here’s what you can do in each scenario:

• If they say Yes: Celebrate, but don't stop there. Follow up promptly with a thank-you message and begin the onboarding process. Make sure to outline the next steps clearly (like signing contracts or scheduling a kickoff meeting). Your aim? To keep the momentum going and start the project on a high note.

• If they say No: It's tough, but don't get discouraged. Politely ask for feedback – it's gold. Understanding why they said no can help you improve future proposals. And remember, a no isn't always forever. Keep the door open for future opportunities.

• If there's No Response: Wait for a bit, but not forever. A gentle follow-up email after a week is a good start. Check in to ensure they received the proposal and ask if they have any questions. Sometimes, they're just busy, and a nudge can put your proposal back on their radar. But don't be too pushy – it's a delicate balance.

In each case, your approach should be professional and understanding.

Automate your sales proposals with a CRM

Crafting sales proposals from scratch tends to be a huge time suck — sales teams feel this pain. Imagine if you could speed up the whole sales process with just a few clicks. A unified CRM manages your sales pipeline, lead management, and automates your sales proposals. With ready-to-use templates in a CRM like Freshsales, sales teams can monitor real-time updates on proposal status and close deals more efficiently.