Winning proposals aren’t about luck—they’re about strategy. After analyzing thousands of successful proposals, we’ve identified the key practices that consistently lead to higher close rates. Here are ten tips you can implement today.
1. Research Before You Write
The best proposals start long before you open a blank document. Invest time in understanding:
- The company: Their industry, size, competitors, and recent news
- The stakeholders: Who’s involved in the decision, their roles, and priorities
- The problem: What triggered this project? What happens if they don’t solve it?
- The context: Have they tried to solve this before? Why didn’t it work?
Action step: Create a pre-proposal checklist of questions. Don’t start writing until you can answer them all.
2. Lead with Their Problem, Not Your Solution
A common mistake is jumping straight to what you’ll do. Instead, start by demonstrating that you understand their challenge better than anyone else.
Weak opening: “We’re excited to present our proposal for your new website…”
Strong opening: “Your current website is losing you an estimated $50,000 per month in abandoned carts due to a checkout process that takes 3x longer than industry average…”
When clients see themselves in your proposal, they trust you can help them.
3. Write for the Decision-Maker
Your proposal will likely be read by multiple people, but structure it for the person who signs the check. Typically, they:
- Have limited time
- Care about outcomes, not processes
- Need to justify the investment to others
- Are risk-averse
This means:
- Front-load the most important information
- Quantify benefits whenever possible
- Address potential concerns proactively
- Make it easy to explain to others
4. Use Clear, Confident Language
Wishy-washy language undermines your credibility. Compare:
Weak: “We would potentially be able to possibly help improve your conversion rates.”
Strong: “We will increase your conversion rate by at least 25% within 90 days.”
Avoid hedge words like:
- Hopefully
- Potentially
- We think
- Perhaps
- Try to
If you’re not confident in your proposal, why should they be?
5. Quantify Everything You Can
Numbers are more compelling than adjectives. Transform vague claims into specific outcomes:
Vague: “We’ll improve your efficiency significantly.”
Specific: “We’ll reduce your invoice processing time from 3 days to 4 hours, saving your team 15 hours per week.”
If you can’t quantify an outcome, at least quantify the input:
- “A team of 3 senior developers”
- “12 weeks of development”
- “Unlimited revisions during the review phase”
6. Present Pricing Strategically
How you present pricing affects perception. Key principles:
Anchor high, then provide options. If you offer three tiers, show the premium option first. This makes the mid-tier feel like a smart choice.
Bundle strategically. When possible, present comprehensive packages rather than itemized line items. This shifts focus from cost to value.
Be transparent. Hidden fees or vague pricing create distrust. If something might cost extra, say so upfront.
Include payment terms. Make it easy to budget. “50% upfront, 50% on completion” is clearer than “payment terms to be discussed.”
7. Include Social Proof
Decision-makers want reassurance that you’ve done this before. Include:
- Case studies: Brief examples of similar projects with results
- Testimonials: Quotes from satisfied clients (with names and titles)
- Logos: Companies you’ve worked with (with permission)
- Metrics: “Helped 100+ companies increase sales by an average of 40%”
Choose social proof that’s relevant to this specific client and project. Quality beats quantity.
8. Anticipate and Address Objections
Every client has concerns they may not voice:
- “Is this worth the investment?”
- “What if it doesn’t work?”
- “Why should we choose you over the competition?”
- “Can we really afford this right now?”
Address these proactively:
- Include ROI calculations
- Offer guarantees or risk-reduction measures
- Differentiate your approach from alternatives
- Show flexible payment options or phased approaches
9. Make Saying Yes Easy
Friction kills deals. Remove every possible barrier to acceptance:
- Clear next steps: Exactly what happens after they sign
- Simple acceptance: One signature, not a legal obstacle course
- Available contact: Your email and phone, and when you’re reachable
- Urgency: A valid reason the proposal expires (availability, pricing, project timing)
The moment they’re ready to say yes, nothing should slow them down.
10. Follow Up Strategically
Your job isn’t done when you hit send. A strategic follow-up process includes:
Immediate confirmation: “Just sent over the proposal. Let me know if you have any questions.”
24-48 hours: Check if they’ve reviewed it. If using proposal software, you’ll know when they’ve opened it.
After initial review: Offer to walk through it together. “Would a 15-minute call help clarify anything?”
Before expiration: “The proposal expires Friday. Is there anything holding up the decision I can help address?”
Most proposals are lost not because of what’s in them, but because of poor follow-up.
Bonus: Common Mistakes to Avoid
Even strong proposals can be undermined by these errors:
- Typos and errors: They signal carelessness. Triple-check everything.
- Generic content: Templated language that doesn’t fit this client
- Too long: Most proposals should be under 10 pages
- No clear CTA: Clients shouldn’t have to wonder what to do next
- Talking about yourself first: Always lead with them
Putting It All Together
Winning proposals share these characteristics:
- They demonstrate deep understanding of the client’s problem
- They present solutions in clear, confident language
- They quantify value and outcomes
- They address concerns proactively
- They make it easy to say yes
Start by implementing one or two of these tips in your next proposal. Track your results. Then add more. Over time, you’ll develop a winning formula that’s unique to your business.
Remember: every proposal is a chance to show clients what it’s like to work with you. Make it count.