How to write a business proposal (with a free template)

Summary

This video offers a comprehensive guide to writing and designing business proposals in a modern, effective way, backed by insights from over 570,000 proposals. It covers nine essential components, including cover pages, cover letters, executive summaries, solutions, pricing, and agreements, with tips on how to tailor each section to your specific needs. Visual appeal and personalization are key, with a focus on engaging the recipient through clean designs and clear, concise content. By following these best practices, you can create proposals that impress and convert, whether for small deals or larger enterprise contracts.

Takeaways

• 😀 Proposals should have nine main parts: cover page, cover letter, table of contents, executive summary, solution section, price page, About Us, testimonials, and an agreement with a CTA.
• 😀 Keep your business proposal between 6 to 10 pages for smaller deals under $10,000, and no more than 50 pages for larger deals. Adjust the length based on industry and company size.
• 😀 The cover page should create a strong first impression with visuals, your company logo, contact information, and the proposal title.
• 😀 A cover letter should be personal and creative, thanking the recipient for the opportunity and establishing a connection.
• 😀 A table of contents is optional for shorter proposals but can be useful for longer ones to help stakeholders jump to relevant sections.
• 😀 The executive summary is your chance to summarize the overall strategy and solutions being offered. Focus on addressing the recipient's problems and high-level solutions.
• 😀 In the solution section, break down the assessment (discovery of the problem), implementation (what you'll do and when), and goals (expected outcomes with measurable results).
• 😀 The pricing page should clearly outline services and pricing, preferably using an interactive pricing table for ease of selection and calculation.
• 😀 The About Us section allows you to add a personal touch, introducing your team, your company's mission, and even team photos or bios.
• 😀 Testimonials and social proof are key to building trust. Include customer stories, case studies, awards, and logos to validate your offerings.
• 😀 The final section of your proposal should include an agreement, clear call-to-action (CTA), and if necessary, legal terms. Keep the CTA simple and avoid cluttering the final page.

Q & A

What is the ideal length of a business proposal for deals under $10,000?

For smaller deals below $10,000, a proposal should typically be 6 to 10 pages long.

How long should a business proposal be for larger enterprise deals?

For larger enterprise deals, business proposals tend to be longer, but should still not exceed 50 pages.

What are the nine key components of a business proposal?

The nine main components of a business proposal are: a cover page, cover letter, table of contents, executive summary, solution section, pricing page, About Us section, testimonials/social proof, and an agreement with a final call to action (CTA).

Why is a cover page important in a business proposal?

A cover page is important because it makes a strong first impression, sets the tone for the proposal, and provides essential details like company name, logo, client information, and the title of the proposal.

Should every proposal include a table of contents?

No, a table of contents is optional and more useful for longer proposals. For proposals under 9 pages, it is typically not necessary.

What is the purpose of the executive summary in a proposal?

The executive summary is meant to provide a high-level overview of the proposal, summarizing the problems the client is facing and the solutions the proposal offers. It helps the recipient quickly understand the main points.

How should the solution section of a proposal be structured?

The solution section should be broken into three parts: assessment (what problems exist), implementation (how the solution will be carried out), and goals & outlook (expected outcomes and metrics).

What should be included in the pricing page of a business proposal?

The pricing page should include a detailed pricing table that outlines each service or product offered, with clear costs and time frames. It is helpful to use an interactive pricing table that allows clients to select services and calculate total costs.

Why is the About Us section important in a business proposal?

The About Us section provides a personal touch, allowing potential clients to get to know the company, its mission, and the team. It builds trust and helps the client feel more comfortable with the company.

What role do testimonials play in a business proposal?

Testimonials and social proof help build credibility by showing that previous clients have had positive experiences. This could include customer stories, case studies, awards, reviews, or logos of previous clients.

What is the significance of a clear call to action (CTA) at the end of a proposal?

A clear CTA at the end of the proposal outlines the next steps for the client, such as signing the proposal or scheduling a meeting. It helps push the deal forward and provides a clear direction for what happens next.

How should the agreement and final CTA be handled in a proposal for larger deals?

For larger deals, it’s advisable to attach a Master Service Agreement (MSA) or terms and conditions as separate documents, to avoid cluttering the proposal. The final CTA should be clear and concise, guiding the client to take the next action.