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Write a Consulting Proposal to Get Clients (+Templates)

Learn how to write a proposal for consulting services that wins over clients. Explore interactive consulting proposal templates optimized for engagement.

Author Dominika Krukowska

5 minute read

How to write a consulting proposal

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Short answer

What to include in a consulting proposal?

  1. Executive summary

  2. Client background

  3. Problem

  4. Solution and your unique approach

  5. Project scope

  6. Deliverables

  7. Timeline

  8. Pricing

  9. Terms and Conditions

  10. Next steps


Keep reading for a full breakdown of the slides ⤵

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What does a consulting proposal look like?

Traditionally, consulting proposals came as text-heavy Word documents or static PDFs.

Even templates from big names like McKinsey, which many see as the gold standard, are just simple slides. They’re easy to print and great for meetings, but they’re not cutting it anymore.

Nowadays, modern agencies are switching things up with interactive decks. These come with features like clickable elements, links to external sites, or even tools to embed your calendar right into the presentation.

This change is making proposals more engaging and much more practical for today’s fast-paced environment.


Here's an example of an interactive consulting proposal:

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NOTE: If you want to see more successful consulting proposal decks, check out our post containing the best consulting proposal examples.

How to write a consulting proposal?

A great consulting proposal does more than just help you land the job. It's your first shot at building trust and mapping out exactly how you'll help the project succeed.

Think of it as a roadmap that shows your clients the path from where they are now to where they want to be.

Here’s a step-by-step guide on how to write a winning proposal:


1) Executive summary

Think of the executive summary like the headline of a newspaper—it needs to grab attention and give the essentials right away.

In this part, your focus is on how you plan to tackle the client’s biggest challenges. It's meant for the client's key decision-makers who might not have time to dive into the whole proposal.

Keep your summary clear and to the point, about one page. Start by laying out the main challenges the client is facing, showing that you really understand their current situation. Then, briefly describe how you plan to address these issues.

This slide isn’t for diving deep into every detail—it’s about highlighting the key points that show your approach and why it's beneficial for the client.


Here's an example of an executive summary slide:

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Consulting proposal executive summary slide example

2) Client background

In the client background section of your consulting proposal, you're applying the McKinsey-inspired Situation-Complication-Resolution (SCR) framework.

This section, the ‘Situation,’ is crucial for building trust by demonstrating a deep understanding of where the client stands—highlighting their current challenges, market position, and key objectives.

Start by clearly detailing the client’s current situation. Use information gleaned from their Request for Proposal (RfP) or insights from direct conversations you’ve had with them. Discuss their business goals, recent efforts, and main challenges.

This approach shows you're aware of their needs and ready to address them effectively.

Keep your language clear and straightforward. Avoid industry jargon to ensure that everyone, especially key decision-makers, can easily grasp the points you're making.


Here's an example of a client background slide:

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Consulting proposal client background slide example

3) Problem

After you’ve laid out the client's background, it’s time to dive into the ‘Complication’.

This section focuses on the major challenges or issues that are disrupting the client’s operations or threatening their market position. It's crucial to show why the status quo is no longer an option.


What to include:

  • Why can’t things stay the same? Is there an emerging threat that could disrupt the client's business, or is a valuable opportunity about to slip through their fingers? Highlighting these points makes it clear why immediate action is necessary.

  • What’s in the way? Pinpoint the obstacles that are preventing the client from reaching their goals. This might include outdated technology, fierce competition, or inefficient processes that are holding them back.

  • The risks of inaction: Detail the consequences if these challenges go unaddressed. For example, failure to act might result in decreased sales, loss of market share, or other significant setbacks.


Humans are often more motivated by the fear of losing something than by the potential to gain something new.

By emphasizing what could be lost if no action is taken, this section of your proposal taps into the client’s instinct to avoid risk.

This highlights the urgency of the situation and makes the client more receptive to the solutions you’re about to propose.


Here's an example of a problem slide:

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Consulting proposal problem slide example

4) Solution and your unique approach

After unpacking the challenges, let's explore the 'Resolution'—this part of the proposal outlines how you can help the client solve their problems.


Here’s what you should include:

  • How to tackle these challenges: Describe the specific strategies for getting past the obstacles you've identified. This might mean bringing in new technology, making processes smoother, or stepping up marketing efforts. Explain how these changes will benefit the client.

  • Why this approach works: Discuss why your proposed solution is the right fit. Maybe it’s your history of successful implementations or the innovative methods you bring to the table. Be specific about what actions you plan to take, why they're likely to succeed, and how they differ from standard solutions.

  • Visualizing success: Describe what success will look like with your strategies in place. If improvements in sales, reduced costs, or enhanced customer satisfaction are expected, spell these out clearly. Let the client see what they stand to gain, using straightforward terms to paint a picture of the potential improvements.


Here's an example of a solution slide:

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Consulting proposal solution slide example

5) Project scope

In the project scope section of your proposal, you need to spell out exactly what you'll be doing during the project. This clarity is key to setting detailed, precise expectations and avoiding any confusion as the project progresses.


Here’s what to cover:

  • Scope of work: Be absolutely clear about what your services include. Are you just designing strategies, or will you also run workshops and assist with implementing those strategies?

  • Exclusions: It’s crucial to be transparent about what is not included in your scope of work. If potential tasks arise that weren't part of the initial agreement, clearly state that these will need separate discussions and possibly additional agreements. This upfront clarity helps manage expectations and prevents scope creep.

  • Communication: Detail your communication plan. How will you keep the client updated on project progress? Whether it’s through regular email updates or weekly check-in calls, outlining this plan ensures both you and the client know how and when communication will occur throughout the project duration.


An example of a project scope slide:

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Project scope slide example

6) Deliverables

In this part of the proposal, you'll outline the specific results your client can expect at the project's conclusion—the "what."

This section moves beyond explaining how you’ll get things done (covered in the project scope) and focuses on the tangible results you’ll deliver.


An example of a deliverables slide:

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Deliverable slide example

7) Timeline

In the Timeline section of your proposal, you’ll map out exactly when each task in the scope section will happen. This makes sure everyone knows the schedule and can plan accordingly.

Start by determining the start and end dates for the project. This sets the overall time frame and helps keep everyone aligned right from the start.

Then, pinpoint the major milestones—these are the key deadlines that need to be met throughout the project.

They’re important for tracking progress and also provide perfect moments to touch base with your client and handle any necessary paperwork.

It’s important to stick to this timeline as closely as you can, but it’s also key to keep some flexibility.

Sometimes, things don’t go exactly as planned, and being able to shift things around a bit without derailing the whole project is really important.


An example of a timeline slide:

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Consulting proposal timeline slide example

8) Pricing

The pricing section of your proposal breaks down all the details about the costs for the consulting services you're providing. It covers what each fee includes and when payments need to be made.

Decide which pricing structure suits the project best. When charging a fixed fee, it's useful to break down the cost according to different phases or deliverables. This way, your client can see exactly what they're paying for at each stage of the project.

For projects billed by the hour, specify the expected number of hours each team member will spend on the project. This transparency helps the client understand the workload and how it contributes to the overall costs.


An example of a pricing slide:

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Pricing slide example

9) Terms and Conditions

Adding terms and conditions to your proposal means it also works as a contract, which makes everything simpler for everyone involved.


What to include:

  • Cancellation policy: Explain how either side can end the agreement. Make sure to include how much notice is needed and any fees if someone decides to terminate early.

  • Payment terms: Describe when payments are due—whether they're tied to certain milestones or specific dates. Also, list which payment methods you accept and any details about initial deposits or payments needed to start the project.

  • Late payment fees: Be clear about any fees for late payments. This encourages timely payments and lays out what happens if there's a delay.

  • Confidentiality and non-disclosure: Include terms to protect any confidential information shared during the project. This is crucial to keep sensitive data safe.


Offering the option to sign electronically can also speed up the process, making it easy to finalize the contract from anywhere, anytime.


Terms and Conditions slide example:

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T&C slide example

10) Next steps slide

Many people treat the final slide as an afterthought, often just slapping a “Thank you” on it and moving on. But this slide is actually crucial—it can make or break everything you've worked on.

Instead of closing the conversation, the last slide should keep it going and guide the client on what to do next. Do you want them to visit your website for more information? Or maybe schedule a follow-up call to discuss details?

The more actionable you make this slide, the better your chances of moving forward with the client. It’s all about making it as simple as possible for them to take the next step.


Next steps slide example:

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Consulting proposal next steps slide example

How to prepare for writing a consulting proposal?

Before you sit down to write a consulting proposal, it’s essential to do your homework. This preparation helps you understand your client's world, tailoring your proposal to their specific needs and setting the stage for a successful pitch.


1) Get to know the client

Start by soaking up everything you can about the client. Browse their website, check out their latest social media posts, and read through recent press releases.

This gives you a solid feel for what they’re all about—what matters to them, their style, and their business goals.

Look into how they stack up against their competitors and if their financial information is public, take a peek at that too.

Understanding the landscape they operate in helps you craft a proposal that speaks directly to their position and potential challenges.


2) Understand the client's challenges

Now, get into the details of what’s keeping your client up at night. What challenges are unique to their industry? What recent changes might impact their business?

Identifying these pain points is your ticket to positioning yourself as the solution they need.


3) Set up a discovery meeting

Nothing beats a direct conversation. Set up a meeting to really dig deep—this is your chance to gather insights that documents and data just can’t provide. Pay close attention to the decision-makers and what they’re aiming to achieve.


Here are a few questions to throw in that mix:

  • "What are your immediate and long-term goals?"

  • "What challenges are you facing right now?"

  • "What’s worked for you with consultants in the past... and what hasn’t?"

  • "What does success look like for this project from your perspective?"

  • "What’s your budget?"

  • "Who else should I be talking to about this project?"

  • "What’s your ideal timeline for this project?"


4) Develop a unique value proposition

What makes you different? Why should they choose you over someone else? Here’s where you boil down your strengths and the unique benefits of your approach into a compelling pitch that’s too good to ignore.


5) Anticipate and address objections

Think ahead about any hesitations or concerns the client might have. Come prepared with answers that reassure and convince them that you’ve got everything under control. This shows you’re proactive and committed to making their life easier.

Where to find interactive consulting proposal templates?

Putting together a consulting proposal from scratch is harder than it looks. It's not just about writing content; you also need a good eye for design, knowledge of what to include, and the ability to make your proposal pop among thousands of others.

Interactive consulting proposal templates provide a ready-made layout that you just need to customize. It’s been pre-optimized for engagement, which makes the process much easier and frees up your time to focus on other tasks.

Just grab one.

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Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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What to include in a consulting proposal What a consulting proposal looks like How to write a consulting proposal How to prepare for writing a consulting proposal Interactive consulting proposal templates
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