Business Proposals

Proposals of every type are intimidating. You’re asking someone to choose you — or, in the case of business proposals, your company — and hoping that they understand why you’re the perfect fit. Writing a business proposal requires that you convincingly articulate your understanding of the potential client’s problem, as well as the reasons your company is the best choice. Let’s take a look at how to write a proposal that gets your potential clients to say ‘Yes’.

A well-written proposal begins just like writing anything else — by gathering information. If you’ve already crafted a custom solution to your potential client’s problem, you likely already have information about them on hand.

Revisit it to remind yourself of the issue they’re trying to solve and trends in their industry (these can help you offer services they may not have even known they needed and paint you as an industry expert).

If you have sales tools like battle cards prepared, revisit these as well to find already-crafted language on what makes your company better than the competition. And of course, make sure you know the specifics of your proposal inside out.

The basic structure of your business proposal

Building a business proposal is like building a house. Just as the structure of a house varies based on location and the architect or homeowner’s preferences, business proposal components can vary based on industry, company size, and many other factors.

In any case, there are certain elements that are always necessary. The following three things are what the recipient of your proposal will be looking to glean from it.

Think of these as the roof, walls, and foundation of your business proposal:

1. Information about your company: Who are you, what are your qualifications, and why would a potential client pick you over your competitors?

2. Demonstrated knowledge of the problem: Show that you’ve listened and done your research. You know what the client needs.

3. Pricing and methodology: How exactly are you going to solve the client’s problem, and how much is it going to cost?