Write Sales Proposals That Stand Out: 13 Steps + Examples

Learn how to write a sales proposal that destroys your competition. Get effective customizable sales proposal examples usable as sales proposal templates.

Dominika Krukowska

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Short answer

What is a sales proposal?

A sales proposal is a document designed to persuade potential clients to choose your product or service. It outlines benefits, pricing, and solutions, tailored to the client's needs, helping to secure business deals.

A weak proposal can undo all the effort you’ve put into winning clients

By the time you send your proposal, you've worked hard on your sales strategy, you've engaged with the clients, and uncovered their critical needs. Now you’re at the finish line.

If you’re not new to this, then you know that your sales proposal is more than just a formality. It's the most critical moment of your entire sales process. It’s literally your “money time”.

But you know you’re not the only option on the table. And if you don’t shine the brightest, you’re in trouble. To drop the ball here would hurt bad…

This post will teach you how not to drop the ball, how to sidestep the client’s objections, get a clear shot, and score (even snatching victory from incumbents).

What is the purpose of a sales proposal?

The purpose of a sales proposal, sent at the end of the sales cycle, is to demonstrate to prospects that you are the right solution provider. It effectively summarizes the benefits and solutions offered. It aims to convert interest into a solid business agreement.

Main types of sales proposals

Navigating the world of sales proposals is key to unlocking successful deals. Let's explore the different types you might encounter.

6 main types of sales proposals:

B2B service proposal

Real estate proposal

Sales training proposal

Sales plan proposal

Product sales proposal

Tailored for specific products, this proposal highlights features, benefits, and how they meet the client's needs, often with pricing and customization options.

Business proposal for selling B2B services

Focused on business-to-business services, this proposal outlines service offerings, value propositions, and how they solve specific business challenges.

Sales consulting proposal

This proposal offers expert advice and strategies to improve a client's sales processes, emphasizing the consultant's expertise and the expected outcomes.

Real estate sales proposal

Designed for property sales, it showcases properties, market analysis, and tailored strategies to attract buyers or sellers in the real estate market.

Sales training proposal

(Internal proposal or Sales as a Service proposal)

Whether for an internal team or as a service, this proposal outlines training programs to enhance sales skills and strategies, tailored to specific team needs.

Sales plan proposal

(Internal proposal or Sales as a Service proposal)

This proposal presents a comprehensive sales strategy, including targets, tactics, and resources, tailored to either improve an internal team's performance or as a service offering.

What documents should I use for my sales proposal?

You may be great at refining the proposal message, but you'll still fail if you're not using the best format. The right type of presentation can make all the difference. Let's explore the options.

Best types of sales proposal documents:

1) Sales proposal email letter

The classic sales proposal letter is used mostly in cold prospecting to persuade prospects to book a sales meeting. A sales proposal email is either used on its own or in tandem with your sales proposal presentation or PDF.

Since email is limited to plain text and images, it limits your ability to show rather than tell your value. This forces you to make generic uninteresting proposals which makes it hard to stand out.

The best way to transcend the email format and demonstrate value is to use it as a setup for viewing your sales proposal presentation.

But what format should you use for your proposal presentation?

2) One-page sales proposal

A traditional one-pager sales proposal is normally a PDF document dense with text and includes a few tables or graphs with the most important information for the buyer.

This type of proposal tends to be very textual and unattractive. And since there is only so much you can fit into a one-page PDF the information tends to be insufficient.

To make things worse, PDFs are static, dull, and mobile-unfriendly. This led to the rise of modern interactive PDF alternatives.

3) Interactive sales proposal

Interactive proposals are a leap forward from legacy static PDFs. They get clients’ attention and earn their engagement through interactivity and storytelling.

Interactive sales proposals enable clients to make their buying decisions with rich forms of content like videos, live data visualization, ROI calculators, narration and annotation, and more .

Here’s what a static vs. interactive sales proposal looks like:

Your browser does not support the video tag. Static PPT Your browser does not support the video tag. Interactive Storydoc

What is the best sales proposal outline?

  1. Introduction and client insight: Start with a brief overview highlighting the proposal's benefits, then demonstrate your understanding of the client's needs and objectives.
  2. Solution and value: Detail your product or service and its fit for the client's requirements. Emphasize the unique benefits and value your solution offers.
  3. Implementation and pricing: Outline the steps for deploying your solution, including timelines, followed by a clear, transparent pricing structure and terms.
  4. Credibility and wrap-up: Conclude with success stories or testimonials to establish trust, a snapshot of your company's expertise, and a summary that reinforces the proposal's key benefits, nudging the client towards a decision.

You can read more about proposal highlighting here.

How to write a winning sales proposal

Creating a sales proposal is about building a connection with your client and showing them how your solution can transform their business.

With these tips, you're writing more than a simple proposal; you're starting a conversation that could lead to a long-lasting business relationship.

1) Dive deep into your client’s world

Begin by stepping into your client's shoes. Grasp their industry dynamics, internal challenges, and what keeps them up at night. This deep understanding forms the backbone of a proposal that resonates on a personal level.

For instance, if your client is in the healthcare sector, talk about how your solution can streamline patient care or reduce administrative burdens.

2) Echo their communication style

The tone of your proposal should mirror your client's corporate culture. Whether it's formal, relaxed, or somewhere in between, it should feel like a conversation they would have internally.

This alignment in communication style makes your proposal feel more familiar and trustworthy.

For example, if they're a startup, a conversational and energetic tone might work best. For a corporate client, a more formal and structured tone could be more appropriate.

3) Create a compelling title

Your proposal's title is the first handshake with your client. Make it count by crafting a title that's not just a label but a promise of value. It should encapsulate the essence of your solution and its impact on their business.

For example, "Revolutionizing Your Workflow: A Tailored IT Solution" immediately tells the client what to expect and piques interest.

4) Use clear language

Avoid industry jargon and complex terminology. Your proposal should be easy to understand, making your client feel at ease. Use clear, concise language that speaks directly to their needs and how you can fulfill them.

For instance, rather than stating, 'Our solution enhances communication capabilities,' you could say, 'Our tool simplifies and improves team communication.'"

5) Write a strong executive summary

The executive summary is where you make your pitch. It should be a clear, concise overview of what you're offering, why it matters, and how it addresses the client's specific challenges.

Think of it as a mini-version of your entire proposal, offering a snapshot of the value you're bringing to the table.

For example, "Our custom software solution is designed to cut your document processing time in half, boosting productivity."

For more information, check out our guide on how to write an executive summary.

6) Use solution-focused writing

Use real-life examples and case studies to illustrate how your solution works. For instance, if you're proposing a new HR portal, include a case study showing how it improved HR processes at a similar company.

7) Highlight benefits over features

Focus on the benefits of your offering, not just its features. Explain how these benefits will directly improve the client's business operations or contribute to their bottom line.


A renowned online sales trainer and private equity fund manager, Grant Cardone, says:

“People do not believe what they hear; they believe what they see. (. ) Anything offered or points of value that are included should be written down to show buyers what they get when they make a decision with you.”

—Grant Cardone, Sales trainer and private equity fund manager

Your browser does not support the video tag.

8) Craft a persuasive narrative

Effective storytelling in a sales proposal involves more than just presenting facts; it's about creating a narrative that the client can see themselves in.

Start by setting the scene with the client's current challenges or pain points. Then, introduce your solution as the turning point in this story.

For instance, if your client is struggling with inefficient accounting processes, narrate how your software has transformed a similar company's financial operations, leading to increased efficiency and reduced errors.

Use specific examples and paint a vivid picture of the journey from problem to solution, making it easy for the client to envision a similar successful journey for themselves.

9) Personalize your proposal

In a world where 77% of B2B buyers demand personalized content, the traditional approach of manually customizing proposals for each client becomes a time-consuming and inefficient task.

Using an interactive proposal creator, you can personalize at scale in just a few clicks.

By integrating with your CRM, tools like Storydoc can automatically extract key customer data, enabling you to create highly personalized proposals with ease.

This saves you valuable time and ensures each proposal is precisely tailored to the client's specific context and needs.

Here's how you can easily personalize with Storydoc: