Tim Nicklas October 18, 2021 Before I get into the business proposal example, template, and tips, I need you to remember one thing: You’re Yoda, not Luke Skywalker:
“Think about Luke Skywalker and Yoda in Star Wars. When Luke meets Yoda, he encounters the perfect guide. Yoda understands Luke’s dilemma and has mastered the skills Luke must develop if he is going to defeat the Death Star.”
–Donald Miller
As the writer of a business proposal, you want to come off as the perfect guide. Your goal is to make your prospect look like Luke Skywalker, the hero of the story. The prospect doesn’t care about your product; they care about solving their problem.
What is a business proposal?
Put simply, a business proposal is your solution pitch to a prospect’s business problem. It’s you saying, “I understand your problem. This is what the situation will look like after it’s fixed. Here’s a few ways we can help you fix it. Sign here to get the solution rolling.”
It’s used often, especially if your prospect isn’t the only stakeholder involved in deciding whether or not to buy your solution. In such situations, the business proposal is the document that your prospect will share with those decision-makers. Jeff Bloomfield, sales coach and author of NeuroSelling, says, “They need to know that they are saving money with your solution when compared to the high cost of the problem you are solving.”
As succinctly as possible, you need to tell the story of how your solution will help your prospect look like Luke Skywalker. That’s not much room; the opening scroll in all the Star Wars movies takes up more than two pages.
A business proposal is brief, yet informative and customized to every prospect’s specific problem, even if you only have one solution. Remember this is about their needs rather than your features. To put it another way, it’s the photo negative of a brochure or website.
How to write a business proposal
Arguably the most important step when writing a business proposal takes place before any writing begins: Confirm interest in your solution. Odds of winning deals from unsolicited business proposals are multi-state lottery-level. Any effective business proposal starts with a conversation.
When you understand objectives and have a solution, then you can begin writing. If after identifying the prospect’s pain points you believe that your solution isn’t strong enough, then keep digging for the pain points where you can excel. Sometimes you have to push to get the right objectives to make sure there’s enough pain to justify your solution.
Timing is essential because a business proposal needs to be educated and comprehensive. Too early and it’s going to land on deaf ears. Too late and either someone else solved the problem or you’re perceived as not caring enough to make it a priority.
As soon as you’ve identified pains, objectives, and how to position your solution as the ideal, then gather the following content:
- Logos (yours and prospect’s)
- Pricing options
- Scope of work collateral you can link to from the business proposal
Now you just have to complete the business proposal template. These business proposal best practices will help.
8 business proposal best practices
- Take advantage of “title” real estate. As my esteemed colleague Keith Norrie explains in his expert advice on executive summaries, the title is too good of a setup opportunity to pass up. Use an action verb to surface the primary problem that you’re proposing to fix with your solution. The following power-verb examples will perk up stakeholders’ ears: increasing, reducing, accelerating, improving, streamlining, monetizing… Check out the business proposal example to see how I framed the solution in the proposal.
- Agree on 3-5 objectives with the prospect’s champion during your initial calls. These objectives will be based on pains that your prospect wants to overcome.
- Explain how your solution will enable these objectives. This isn’t an opportunity for you to list product features—most of which the prospect won’t care about. It’s where you tie solutions to problems. For example: “RFPIO’s AI-enabled Answer Library will reduce XYZ Company’s time spent responding to repetitive questions from 1,200 hours to 720 hours or fewer annually for an equal number of submitted RFPs.”
- Give multiple pricing options as a checkable list. Avoid line-item detail. Explain the difference between each option. For example, “This one allows you to scale…this one gets you to the end of the year…this one is best for small businesses…”
- Provide a high-level scope of work specific to the prospect’s need. Link out to data sheets or websites for more information.
- Include a call to action, preferably a signature request. At the very least, schedule a call to review next steps.
- Review the proposal with the prospect over the phone or through video conferencing. If possible, try to get the person you’re really building the proposal for (the decision-making stakeholder in the shadows behind the prospect champion) to join the review. If you can’t schedule a review, then record a Vidyard of you walking through the business proposal that can be shared with stakeholders.
- Be careful of jargon. Every industry has its unique terminology, but be wary of using jargon for jargon’s sake. With only two pages, you don’t have any room to waste on hollow language that doesn’t address the prospect’s specific problem.
Download your business proposal template & business proposal example
Here are the business proposal template and the business proposal example. When you’re ready to write your own business proposal, make a copy of the template. Then, delete all the instructions as you complete the sections. That way you don’t accidentally fire off a document complete with my tips and tricks. Also, if you build your business proposals from Salesforce, then these tips on Salesforce Proposal Builder will be a big help.
I hope you find the template and example helpful. Remember, the decision-making stakeholder (likely an executive) will be reviewing multiple proposals. They should be able to look at yours and identify that it’s comprehensive and customized for them. They’ll sniff out cookie-cutter treatments immediately and will sideline them while they look for something unique, like yours.
Be confident. This isn’t a shot in the dark. The prospect needs to solve this issue. Your business proposal will illustrate how you’ve thought through their problems.
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