Business Proposals that work #151
- Adrian Dionisio - business737 owner
- Nov 14
- 3 min read
Why Your Proposal Matters
Most service providers explain their offer brilliantly… until they put it into a proposal. A poorly structured proposal can make a “yes” turn into hesitation. A strong proposal, on the other hand, does three things:
Positions you as the expert
Shows your value with clarity and confidence
Makes it easy for the client to say yes
This guide walks you through exactly how to write business proposals that win clients.
1. Lead With Outcomes, Not Activities
Clients don’t buy your process.They buy the result your process creates.
When writing your proposal, start with:
The problem you’re helping them solve
The outcome they want
The transformation they will experience
2. Include Light Case-Study Metrics (Without Giving Away the Entire Story)
This is the one place where numbers matter.
Even if you don’t disclose every detail, add simple proof points such as:
“Reduced client churn by 32% in 6 months.”
“Increased email-to-sale conversions by 19%.”
“Helped a coaching business go from 1:1 to group delivery and increase revenue by 54%.”
You don't need full case studies — just enough to demonstrate that your work delivers measurable impact.
3. Never Call It Pricing — Call It an Investment
Words matter. “Price,” “fees,” or “costs” feel heavy and transactional.
“Investment” signals growth and ROI.
Use language like:
Investment: £X
Your growth investment: £X
Project investment: £X
Business growth asset: £X
Clients respond better and close faster when the framing reflects value, not expense.
4. Offer One Clear Solution (Not Three Options)
Many solopreneurs believe they should offer:
a small option
a medium option
a large option
But research shows that offering one clear solution increases conversions. It reduces confusion and eliminates decision fatigue.
Your proposal should clearly answer:
What is the one best solution for this client?
What does it include?
What will it achieve?
You can always offer add-ons later once the project is underway.
5. Clearly Outline Milestones and Payment Schedules
If you don’t define milestone-based payments, you risk:
delays in project progress
delayed payment
being stuck waiting for “client input”
Recommended structure:
Deposit: 40–50% upfront
Milestone 1 payment: After first deliverable
Milestone 2 payment: Before final delivery
Final payment: On project handover
This ensures cash flow and protects you from project slow-downs outside your control.
6. Add a Total Project Timeline
Clients love clarity.
A simple timeline adds confidence, professionalism, and urgency.
Example timeline section:
Week 1: Strategy & onboarding
Week 2–4: Deep work + implementation
Week 5: Iteration + quality assurance
Week 6: Final delivery
This also signals, “I run a structured business.”
7. Always End With a Clear Call to Action
Do not assume the client knows what to do next. Your CTA should be explicit and frictionless:
“Click here to approve the proposal and get started.”
“Here is your direct payment link to secure your project slot.”
“Sign here to begin.”
A direct payment link is proven to increase conversions across many industries. Make saying yes effortless.
8. Optional Enhancements That Improve Conversion
You can also include:
A short video recap (increases trust)
A summary table (clients skim — help them)
FAQs (remove objections in advance)
A guarantee or reassurance
These aren’t required, but they move deals across the finish line faster.
Putting It All Together: Your Proposal Template Structure
Here’s the flow that wins clients:
The outcome they want
Your understanding of their situation
Your process (brief, simple)
Proof and metrics
The investment
Timeline + milestones
Payment schedule
Call to action
Simple. Clean. Effective.
If you want personalised support with your proposals, pricing, positioning, or client acquisition, get in contact today.
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