How to write a proposal that actually gets signed
ZJ Chang 
Struggling with time consuming proposals that don't convert?
You send out a proposal.
You’ve put in the time, structured it well… and then?
No client...
The problem isn’t your service. It’s how you present it. Let’s fix that.
1. Ask the right questions to make your proposal irresistible
Most service providers think they understand what their client needs. But in reality, they stay too much at the surface. A strong proposal doesn’t start with writing—it starts with asking better questions in the first (few) meetings you have with your prospect.
Instead of asking: “What do you need help with?” ask questions that dig deeper and uncover the reason for reaching out to you.
“What’s your biggest frustration right now?”
“What happens if you don’t solve this problem?”
“Why is this a priority for you now?”
Make it as specific, concrete and tangible as possible. These questions uncover real pain points and taking these into account when writing your proposal will make your prospect feel heard and understood.
2. A strong proposal sells the outcome, not the service
Clients don’t buy services. They buy results. A strong proposal highlights the transformation and the impact of your work, not just the deliverables. Many proposals that I've seen however from my clients, focus too much on what’s included and what is being offered. But that doesn't sell. What sells is a clear outcome and an emotion attached to that outcome.
So instead of “You’ll get five strategy sessions, a report, and email support.”, say something like: “In five weeks, you’ll have a clear, actionable plan to consistently attract clients—without wasting time on trial and error.”
Make your proposal more compelling by focusing on the problem you solve, by emphasizing the results they will get and make it specific and measurable for your client.
3. Structure your proposal to guide the client to a yes
A winning proposal is not just a document with services listed. Too often however I see proposals that are a summary of what services are sold. A good proposal follows a logical (story telling) structure that naturally leads the client toward a decision. Is it your job to make the client see that the solution you propose is the best for them, rather then letting them pick and choose it themselves.
The best format includes:
- Current situation and problem – What challenge is the client facing? What is at stake if they do nothing?
- Desired outcome – What does success look like for them?
- Your solution – How will you help them achieve their goal?
- Process and approach – What steps will you take? How does it work?
- Social proof – Case studies, testimonials, or client results to build trust.
- Investment and next steps – What does it cost, and how can they move forward?
A proposal written in this flow makes it easy for the client to connect the dots and feel confident in moving forward.
4. Price based on value, not effort
One of the biggest mistakes in proposals is pricing based on effort or deliverables instead of value. Clients do not pay for the number of hours you work. And if they do, the want to pay the least amount of hours naturally. You want them to shift to the results you deliver. If you focus too much on the effort, clients tend to hold on to that too much and focus on how much it will costs rather than what it would give them.
Ask yourself:
- How much time, money, or frustration does my client save with this solution?
- What is the cost of not solving this problem?
- What is the long-term impact of my work?
When you price based on value, your offer becomes an investment rather than an expense.
So how can you put this in your proposal? An examples of what you could say:
Instead of saying: “My coaching program costs $2,500 for ten sessions. "
Frame it as, “This strategy will help you double your conversion rate and generate at least $50,000 in extra revenue.”
When the value is clear, the price becomes easier to justify in the mind of your prospect.
5. How to follow up without being pushy
Many proposals go unanswered or are not won simply because there is no clear follow-up strategy. Here’s how to follow up effectively:
Before sending the proposal, set a follow-up date in advance. For example, “Let’s check in on Friday to go over any questions.”
If there is no response after sending, follow up in three to five days with a simple message: “Just checking in to see if everything is clear.”
If the client says no, ask why. This is crucial. Is it timing, budget, or internal approval? Also, consider the reason for a delay. Do they need to discuss it with their team? Are there specific objections that haven’t been addressed? Understanding their hesitation allows you to refine future proposals and the process of delivering the proposal around it. The more insight you have, the better you can navigate the sales process and proactively take action on it.
Conclusion: Want proposals that get signed?
As you can see, if your proposals are not converting, the issue is often not your price. The real problem is rather:
A lack of real insight into the client’s pain points.
Focusing too much on services (you want to sell) rather than outcomes (that your client seeks)
No clear follow-up process or understanding of the client's buying process.
The good news is that all of this can be fixed. When you take the time to ask the right questions, frame your offer around value, and follow up with intention, you will close more deals—without chasing clients.
PS. Do you want to convert your prospect into a client with your next proposal?
I help business owners and their teams write and deliver proposals that get signed.
Your proposals is just one element in your sales process. Want to learn how I can help you improve your proposals and process around it, then book a free sales boost call with me here.
Categories: : Proposal Writing, Sales Strategy, Strategy
