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How to write winning a business proposal

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Some quick tips on how to write a business proposal

If you’re a business owner, you know that winning proposals is key to landing new prospective clients and growing your business. But writing proposals can be intimidating – it’s important to make sure you cover all the bases and present yourself in the best possible light. Test

In this article, we’ll walk you through the process of how to write a business proposal. We’ll start by introducing you to the basics of writing a winning business proposal writing, then move on to more specific tips and tricks. By following these guidelines, you’ll be able to put together a proposal that stands out from the competition and convinces prospective clients that you’re the right company for the job!

An example of a business proposal template – a starting framework

When you’re putting together a well-written business proposal for a potential client, certain elements should be included in order to make it as effective as possible. You’ll need an executive summary that provides a brief overview of the proposal. This summary should include or be followed by a section on the problem that your product or service is solving. Then you’ll need to describe your proposed solution in detail, including information on pricing and delivery.

Finally, you’ll want to include a section on why you’re the best company for the job, including your company background, testimonials, and case studies.

By including all of these elements, you can write an effective business proposal in a way that will increase your chances of success with a potential client

Here’s a free business proposal example template that we recommend as a starting point for our clients:

  • Proposal Cover Page
  • Table of contents
  • Executive Summary
  • About Us
  • Leadership
  • Case Studies
  • Pricing Page / Acceptance
  • General Terms and Conditions

Let’s dive into some tips and tricks for each section of this business proposal example

Proposal Cover Page (Title Page)

When you’re putting together a business proposal template, the cover page (or title page) is really important and most often overlooked. It’s the first thing readers will see, so it needs to make a good impression. structure your cover page correctly, it will help give your proposal a professional appearance and make it easier to read for a potential client. Here’s how to write a business proposal template cover page:

  • Include your prospective client’s logo and your logo. Pro tip – put your client’s logo in the center of the page, do not make your logo the “dominate” company logo. This proposal is about them.
  • Write the name of the person or organization you’re submitting the proposal to. Make sure you include the title of your prospective client.
  • Include the name of your company and your contact information (phone number, email address, website). Your business proposal might be circulated to other business decision-makers you want to make sure they can easily reach out to you to ask additional questions.
  • Include the name of the proposal (i.e. project proposal x) Include the date you’re submitting the proposal. Put an expiry date on the front page if needed.

Following this structure will ensure that your cover page is clear and easy to read. Including all of this information will also help give your business proposal a more professional appearance.

Table of contents

A business proposal is a document used to sell goods or services. It should be well-organized and professional in appearance, with a table of contents that helps the reader navigate the document. The table of contents should list all of the sections of the business proposal, as well as the page number on which each section starts. This makes it easy for the reader to find the information they are looking for, and it underscores the organization of the document. Including a table of contents also shows that you have taken the time to put together a comprehensive and well-thought-out business proposal.

A table of contents can make the difference between your business proposal being read and being passed over. So if you want your business proposal to get noticed, be sure to include a table of contents.

Executive summary

This section is a key component of a business proposal. It should be well written in order to make a good impression on potential investors or partners.

So what makes a well-written executive summary?

  • First, it should be clear and concise. It should give an overview of the business proposal without getting bogged down in too much detail.
  • Second, it should be well organized. It should include an introduction, main body, and conclusion.
  • Third, it should be persuasive. It should sell the business proposal and convince the reader that it is worth investing in.
  • And most importantly, the summary should focus on what the customer’s business problem statement is, how you are proposing to solve them, and the business benefits the customer is seeking to achieve.

With these tips in mind, you can ensure that your business proposal has a well-written summary that will make a positive impression and increase the chances of success.

Note: The example above works for solicited proposals. We don’t recommend creating unsolicited business proposals as these would typically lack a well-defined problem statement.

About Us / General Product and Services

When you’re putting together business proposals, it’s important to include a section about your company and the products or services you provide. This will give potential customers an overview of who you are and what you can offer them.

When writing this section, focus on highlighting the unique selling points of your company. What makes you different from your competitors? What can you offer that they can’t? Be sure to focus on the needs of your potential customers and how your products or services can meet those needs.

This is also a good place to highlight any awards or recognitions your company has received. This will help build trust and credibility with potential customers.

About Us / Leadership

Include a section on your company’s leadership. This is important because potential customers want to know who they’ll be working with if they decide to do business with you.

In this section, introduce the members of your executive team and provide an overview of their experience and qualifications.

List bios of your key people, make this personal. Who is going to deliver the product or service in the business proposal? Include pictures of your people.

Try and make this section no more than one page, and list 3-5 key people. Include a mix of company leadership and who they will be working with.

Case Studies

Include case study examples of other businesses you have helped. These should be a half to a full page (no longer than a full page). Showcase the business’s logo and a short description of what they do. and how you helped them.

Try to include no more than three case studies in each of your business proposals. Either try and fit the case studies into 1 page or expand each case study 1 page per case study.

At a high level each case study should include the following:

  • The Company you helped – Logo, quick summary about the company, what industry are they in? What products and services do they provide to their customers?
  • What problem did you solve?
  • What results did they achieve?

Recommended Products and Services / What is your Proposed Solution?

This is the section where you get to recommend specific products and services to your potential customer. It’s important to be very clear and concise in this section so that there’s no confusion about what you’re recommending.

Once you’ve identified the products or services you want to recommend, provide a brief overview of each one

To start, take a look at the customer’s business and their specific needs. What products or services will help them achieve their goals? Be sure to focus on how your products or services will benefit the customer and solve their problems. What is your value proposition and how is it relevant to them?

Hint: Make sure you tie your recommended products and services back to the Executive Summary section covered earlier.



Be sure to include pricing information for each product or service you recommend. This will help the potential customer understand the total costs of what you are proposing.

Some things to consider when displaying pricing.

  • Should you show a range or a specific price?
  • What payment terms are you offering (e.g. up-front, monthly, etc)?
  • Are there any discounts available?
  • Is this a one-time purchase or will there be recurring charges?
  • Include a Pricing Table that easily summarizes your recommended products and services and associated pricing.
  • How long is your pricing good for?

Agreement / Signature Section

The final section of your business proposals should be the agreement or signature section. This is where you formalize the offer and get the customer’s signature agreeing to your terms.

Some tips to consider for the Signature Section –

  • The signature line should contain the Name, Title, and Date of each signing party
  • Clear language that clearly states signers are authorized agents for their respective companies.
  • Include summary pricing on the same page.
  • Include the business proposal title, date, and revision of the business proposal.

Including a signature or agreement section in your business proposals is essential to formalizing the offer and getting the customer’s signature agreeing to your terms.

In Closing…

Conclusion paragraph: As you can see, there’s a lot that goes into creating an entire proposal that wins the hearts (and business) of your potential clients. But by following the tips we outlined and paying attention to the little details, you can put your best foot forward and increase your chances of sealing the deal.

Are you feeling inspired? If so, send us a note – we’d be happy to discuss how our team can help make your next business proposal ideas a success! We’d be happy to discuss more business proposal examples, and discuss how to write a business proposal template specific to your business.


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