A solid sales proposal process is key to closing deals. Whether you’re selling a product or service, your proposal needs to be clear, concise, and persuasive. This blog post gives you tips for an effective sales proposal process. Read on to up your sales game!

Sales Proposal Process

A sales proposal is a document used to sell products or services to a potential buyer. The proposal outlines the product or service being offered, the price, and the terms of the sale.

It is important to create a sales proposal that is clear, concise, and persuasive in order to close the deal.

How to Create a Sales Proposal in 5 Steps

Follow these five steps to create a great sales presentation.

1. Do a market research

The first step in creating a successful sales pitch is knowing your audience. You’ll need to do extensive research on your customers before creating your offer.

By researching your prospect’s industry, you can better understand how your product can help them. This knowledge will help you craft a sales presentation that is more likely to close the deal.

Your proposal should include a variety of research to get a well-rounded understanding of your target audience, their needs, and how your business can fill those needs. This may include customer research, competitor research and feasibility studies.

When researching competitors, compare your business against them to see where you shine and what areas may need improvement. Having this data will help you create a persuasive and compelling sales proposal.

Researching your potential customers and competitors will give you an idea of how you should approach them.

Learn more about market research:

2. Know the elements that make up a sales proposal

When writing sales proposals for clients, make sure to keep the following things in mind:

An introduction to sales: The introduction of a sales letter should grab the reader’s attention and explain your proposition. It should also give background on your business, product, or service.

An Executive Summary: The executive overview gives an outline that introduces your service or product, highlights its advantages, explains who it’s for, and details any terms and conditions.

Your executive summary should outline your product, its key features, and why a customer may purchase it. Then, you should explain those features with clear and concise language that any reader can understand. End your business document with a call to action that tells your reader why they should purchase the product.

A focus on the customer: The proposal should be about the customer and their needs, not about you or your company.

A clear call to action: The proposal should end with a strong call to action that tells the reader exactly what you want them to do next.

A timeline of results for your product: Including a time frame for when your customers will see results from their purchases, as well as a list of the benefits that they will receive from purchasing, and the steps they need to take in order to buy, will help your customer understand exactly what they should expect after they make their purchase.

A list of things they can do: A buyer’s guide that lists out how to buy your product or service can make it easier for them to accept your pitch and follow through on the purchase.

A well-designed, organized, and the professional-looking document is key to winning over clients. By including sections and using bullets, you can clearly lay out your offer while presenting yourself as a competent professional.

3. Outline your script

Once you have your proposal outlined, you can gather your necessary data, assess it, and familiarize yourself with the elements that go into a sales presentation.

Before drafting, it’s helpful to organize your ideas and plan your key points.

You can outline the sections of your presentation, as well as the information that your audience should know about. You can also create outlines for other projects.

While your scripts will vary based on the audience, you can streamline the process by using the same general structure.

4. Write your sales proposal

When it comes time to write your sales pitch, remember that it’s most important to think about your prospect and their needs. Make sure you’re including information about the benefits of your offer that will fulfill those needs and persuade them to buy.

Your sales presentation should aim to show your audience why they should choose you over your competition. Emphasize your unique value proposition and highlight any positive customer comments.

Including positive customer reviews in your sales or marketing material is a great way to build trust with potential clients.

The length of sales proposals vary, with some being as short as 1 page while others can be up to 10 pages long. When drafting your draft, be sure to include all the necessary information and details.

After you’ve finished writing your draft, go back and read it over. See if there are any sections that can be trimmed down or eliminated. You can also include visuals, such as charts or infographics, to visually represent data.

These design elements can help simplify complex information into easy-to-digest summaries.

5. Proofread the proposal and edit it

After you’ve finished your draft, edit and proofread it to make sure it’s free of errors.

Some great ways to edit a sales script are to walk away for a while, have another person read over it, or record yourself reading it aloud.

When reviewing your written business communication, focus on the quality of the information you’re providing. Remove any unnecessary or redundant information and only include what’s relevant to your prospect’s needs. This will engage them more with your content.

Once you’ve finished writing your script, you can organize it to make sure it’s logical and that it makes sense. Also, check for typos, grammar, and wording.

Sales Proposal Template

Here’s an outline for writing sales proposals for your outbound sales team.

Page 1.

Proposal for [Client Company].

[Sender company name].

[Phone number, email, and website].


[Explain the features and benefits of the service, why the customer would want to purchase the service and any conditions that apply.].

About the company.

[This paragraph summarizes the company. It can include client testimonies from previous successful marketing campaigns.].

Solution or Approach.

[Explain how your product solves your client’s problems or fulfills their needs. This explanation should be thorough and in-depth.

It can include visual elements such as graphs, tables and images.].

Financial information.

[Outline the costs associated with your proposal.].

Attaching files.

[Include any additional documentation such as contact lists, legal documents, a glossary of industry terminology, or client testimonials.].

Sample Sales Proposals

This sales proposal template is an example of how you should structure your own.

The title page.

Sample sales proposal for a coffee shop.

Written by the team at Savvy Panda.


Sensible Straws at business email dot com.


Your company, which is environmentally friendly, is looking to sell the eco-friendly, stainless steel, Reusable Straws at your brick and mortar location and online.

Reusable Steel Straws are the perfect product for Cool Beans Café. Not only will our eco-friendly products help to promote your business, but they will also encourage your patrons to do their part in creating a sustainable world.

The “Cool beans” project involves designing, manufacturing and selling stainless steel drinking straws that are branded with the “cool beans” logo and slogan.

We project that this campaign will increase engagement with your company’s website by 200% and result in the elimination of all single-use plastics from your restaurant within two years.

About the company.

At SensibleSstraws.com, we’re the leading producers of sustainable, eco-friendly, and non-toxic stainless steel drinking straws that are a great alternative to plastic. We work directly with restaurants, bars, and retailers to provide them with durable, long-lasting, and affordable products.

Our mission at Call Loop is to help your business achieve its environmental and sustainability initiatives.


We intend to manufacture and sell stainless steel drinking straws that are 100% recyclable.

The cool beans cafe and coffee shop will be featuring their company logo on our stainless steel straws that are sold in sets of 3 or 1. Each set comes with a case and cleaning brush. Our production and shipping methods all adhere to industry standards for sustainability and our mission statement.

Our product will feature the “Cool beans” cafe and coffee shop logo and will follow all industry standards for sustainable practices.

The name of the product list of ingredients instructions for useAt Cool Beans, we are all about sustainability. From our production methods to our shipping system and packaging, we follow industry best practices to minimize our impact on the environment.

Our products are also designed with sustainability in mind. For example, our coffee cups are made from recycled paper and are 100% compostable. And our cool beans logo is printed using soy-based ink. So when you buy from us, you can be confident that you’re supporting a company that is committed to making a difference.

The cool beans cafe and coffee shop.

The cafe’s logo and name are printed on a steel bowl that is dishwasher safe and safe for microwaves.

Stainless steel.

Double-wall vacuum insulationBPA and phthalate free188 pro-grade steelThe water bottle is made of food-grade stainless steel and has an attachable, flexible silicone segment for easy sipping. The double-wall vacuum insulation keeps drinks cold for up to 24 hours and hot for up to 12 hours. The water bottle is BPA and phthalate free.

An attached, bendy, rubber piece for drinking.

The Eco-Friendly Sipp’nGo is perfect for those on the go. The attached, flexible silicon section makes it convenient to carry and drink water from any location. The carrying bag is made from recycled material, so you can feel even better about helping the environment. The easy-to-clean, removable, and replaceable mouthpiece makes cleaning a breeze.

A case made from recycled materials.

A small tube of toothpasteA travel-sized bottle of mouthwashThe recycled carrying case is perfect for storing your cleaning kit, which includes a thin scrub brush and a small tube of toothpaste. The case is also great for carrying your travel-sized bottle of mouthwash.

A soft-bristled toothbrush.

We will work with the representative from Cool Beans to finalize the logo for the straws. The manufacturing of the straws will start two months after the proposal date.

We will start selling our product online and in our physical location within the next three months. Our partnership with you will continue under the terms laid out in our agreement.

The pricing of your product and your manufacturing costs.

We have estimated total production costs to be $500,000. 5% of straws sold will go to us.

Major expenses include:

Labor costsOverheadThe cost of materials is the largest expense, followed by labor and overhead.

Materials cost.

ShippingThe total cost of the project will be $1,000. This includes the cost of materials, production, and shipping.


CostOur production team is experienced in handling your type of product. We have the latest technology and equipment to get the job done quickly, and our transportation department is equipped to handle any size order. Our cost structure is very competitive, and we are confident that we can provide you with a proposal that meets your needs.


We can provide your company with top-notch transportation, product design, and customer service. We have a team of experts who are ready to help you with all of your needs. We are confident that we can provide you with the best possible service and products.

Product design.


Sustainable Straws LLC has attached the following documents:

Make it look easy with proposal automation software

Why then it is so hard for sales teams to produce a good sales proposal? Because you have to work hard to make it look easy.

Writing something compelling from scratch is daunting and takes people out of their comfort zone. Instead, many will resort to copying and pasting from their last proposal.

But quality and personalization will suffer. This is where proposal automation software plays a key part.

A response management platform like RFPIO offers the ability to create and maintain a library of persuasively-written, formatted, up-to-date, and approved content.

Sales teams can initiate these calls from within the CRM system, which gives them the ability to personalize the sales proposal.

Technology can automate your proposal process, allowing you to select only the most relevant topics, results, and benefits to include.

In other words, you quickly develop a sales proposal that packs a punch.

By allowing technology to do the heavy-lifting for you, you’ll “make it look easy” because this process is, in fact, easier with proposal automation software.

How do you structure a sales proposal?

A sales proposal is typically structured around the needs of the customer. It should begin with an executive summary that outlines the key points of the proposal, followed by a section on the products or services being offered. This should be followed by a section on pricing information, and finally a section on terms and conditions.

What is a sales proposal tool?

A sales proposal tool is a software application that helps sales teams automate the creation of sales proposals. It enables sales reps to quickly and easily create proposal documents that are tailored to the specific needs of each customer.

A typical proposal tool will include a library of pre-written proposal templates, a drag-and-drop interface for customizing proposals, and a built-in CRM system for tracking customer interactions.


The sales proposal process is key to closing any deal. By following these 8 steps, you can be sure that your proposal will be clear, concise, and persuasive.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Editors Note:

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Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.