When the customer requests a business proposal, he is signaling that he is ready to analyze his value proposition and decide if it is worth the investment. If, when reading your proposal, your argument is weak or doesn’t convey confidence, it can cast doubt on your credibility. After all, what is written is almost always worth more than what is said.


So that you don’t throw all the effort you put into building a relationship with your new customer down the drain, you need to give your business proposal due attention.

Next, you will understand how your proposal can positively or negatively impact the customer and how to ensure that your proposal is the spark that will spark this new business.

The Proposal is Your Communication Channel with Other Decision Makers

In a B2B (business-to-business) sale, there is almost always more than one person responsible for any purchase decision. This means that even if you’ve built a good relationship with your primary contact and he’s interested in doing business with you, you still need to have the same effect on everyone else’s decision-makers.

The problem is that you’ve had days, maybe weeks, of interaction to build that relationship, but the other decision-makers will have to decide whether or not to close a deal with you based on just two things:

  • The information your primary contact passes on to them;
  • Your business proposal;

In other words, your commercial proposal is the only weapon you have to delight other decision-makers in the company. After all, you cannot guarantee that all the details will be communicated correctly by your direct contact at the company.

So if your proposal is weak, confusing, or not making a good impression, the chances of you getting busted at this stage are very high.

Your Bid Will Be Compared to the Competition

In most negotiations, you will be compared to other competitors on various aspects such as price, reliability, value delivered, experience, etc.

When a customer requests your proposal, it will be compared to documents sent by your competitors. Decision makers often meet to review options based on these documents.

So this is a time when your business proposition can make a good impression or embarrass you in front of your competition.

You Won’t Be There To Answer Questions

If your business proposal cannot leave unanswered questions. Or, even worse, contradict what you said over the phone or in meetings. You will not be there to clear up the misunderstanding.

If you allow this to happen, you are making room for your competitor to take the business.

Good Practices for Submitting a Business Proposal

To avoid problems like these, you need to ensure that your business proposition doesn’t fall short. Let’s look at the most important precautions you need to take.

Send quickly

The first proposal to arrive gains a valuable advantage: it is used to compare all others.

For example, if your proposal is the first and the second is more expensive, yours appears to be more cost-effective. If the next proposal is cheaper, yours looks more professional.

In addition, submitting your proposal quickly demonstrates commitment and organization.

To submit your proposal quickly, start with an organized business proposal template. Customize it according to your customer and service details and you are ready to send your proposal quickly and with quality.

Make an impact

Appearances matter!

If your proposal is sloppy, disorganized, or just plain boring, the impression you’ll make won’t be very good. The customer can get the impression that you talk more than you deliver.

Therefore, invest some time in creating a proposal that conveys the personality and quality of your services. The quickest way is to use a tool like Proposeful. It  has several proposal templates that you can easily customize with your company’s identity. This will have a positive impact on your future customers.

Follow A Coherent Structure

So that your proposal does not generate doubts, it is important to plan its structure in a way that explains the objectives of the service you want to offer, the goals you intend to achieve, and your experience in this mission.

Some sales techniques like SPIN Selling can be applied to increase the effectiveness of your business proposal.

Remove Obstacles

Your job is to make life easier for your customer, so don’t create obstacles with bureaucracy and unnecessary processes.

If the customer is interested in closing, streamline the process with a ready-made service contract template. You can customize it quickly or through an online proposal that can be digitally signed.

Really customize

Using a proposal template will streamline your sales process. But beware: this doesn’t mean you should send the same thing to every customer.

Your customer needs to feel that the proposal has been prepared specifically for them, that their needs have been understood and will be met. Therefore, do not include unsolicited services or information that is not relevant to the decision you want your customer to make.

Keep in Touch

If you use an online proposal tool, you’ll know when the customer has accessed your proposal and when they can follow up. If you sent a traditional document, mark your calendar to contact the customer within two days.

Don’t worry about sounding pushy. Your customer will value a supplier who is helpful and easy to contact much more than someone who doesn’t seem interested.

Keep in touch with your customers, answer their questions and continue to provide value to every interaction. That’s the only recipe you need to close the deal.