Expert Help & Pitch Advice

With many years of experience pitching for business, sending out proposals on
a regular basis we’ve developed the best formula to ensure your company has the
best platform to wins bigger pitches more frequently.

drafting a proposal

Importance of Business Proposals

A business proposal can build or break certain businesses because a well structured one is more likely to take a company to the next level.

book proposal

Book Proposals

Crafting the perfect book pitch for potential agents or publishers is a daunting experience. Here we share our top tips.

business document creation

Improving Customer Focus

Ensuring your proposal is tailored to your unique client can sometimes be the difference between winning or loosing.

How to write a sales proposal

So, you’ve made the contact, you’ve reeled them in, and now it’s time to close the deal. The reality of writing a winning sales proposal is a daunting one, and striking the right chord can be the difference between that closing feeling and the deal slipping through your fingers.

So what do you include in a winning sales proposal, and how best to craft it? Take a stroll through our guide to producing the perfect pitch.

What to include?

There a few vital things to include in your pitch, ranging from a brief outline of your company’s profile to a section focussing on the benefits to your customer and, of course, an outline of the costs involved. Whilst these can be chopped, changed and added to depending on the nature of the transaction, a typical sales proposal will include the following sections; Opening statement, About Us, Scope of Work, Deliverables, Costings, Contract/Call to Action and a Thank You Statement.

In some cases it can be appropriate to include personal touches such as a ‘Team Bio’ page, a handful of Reference Quotes and images in order to best showcase your ability to carry out the job in hand.

Top tips for proposal perfection

Keep it customer-focussed

It’s a common mistake that people make when writing sales proposals to get bogged down in the deliverables of your business. Style the copy and focus of the pitch towards solving the client’s problem rather than focussing your own capabilities – clients don’t pay for deliverables, they pay for results.

Style is everything

Do your level best to keep your pitch short and snappy, avoiding any waffle. The client will be keen to dive straight into the facts, and the truth is, large sections of your lovingly-crafted proposal won’t be read. Clear and concise sub-sections are key, as is a consistent, on-brand writing style. Think about you you want your business voice to sound, and craft the copy around that. Keep the copy actionable – remember, you’re closing a sale here.

Research the customer

Not every customer or client is the same, and your pitch should respect that. Reeling off the same, moderately edited document for every proposal might save you time, but it will cost you big in the long time, as your rivals curate pitches bespoke to the customer’s style and needs.

Support each statement with facts

Across the length of your pitch, it’s likely that you’re going to make a whole lot of assurances, promises and wax lyrical about your business. Whilst these all make perfect sense in your mind, it’s important to back these up with cold, hard facts. Include figures or references along with as many of your points as possible. Oh, and keep it snappy!


Remembering that, hopefully, you’ll be closing your sale with this proposal, isn’t it an opportunity missed to not try to upsell your services? Add a section advising the customer that ‘with just a little more investment here, here and here’, their ROI will rocket.

Proofread. Again and again.

It might sound obvious, but it’s alarming how many proposals are sent out to customers with glaring spelling errors and grammatical mistakes. It’s good practice to have at least three separate people read the pitch twice over, and remember, if one person can’t make sense of something, there’s a strong chance your client won’t.

These tips are just that, and given that every business is different, it’s only right that each proposal is completely bespoke, reflecting both the client needs and the style of your company.

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