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Writing a Sales Proposal That Wins Deals (+Templates)

Learn how to write a sales proposal that seals the deal, with tips on sales proposal format. Use our customizable templates for your sales proposal design.

Author Dominika Krukowska

5 minute read

How to write a sales proposal

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Short answer

What is a sales proposal?

A sales proposal is a tailored document designed to persuade potential clients to choose your service, product, or project. It outlines their problem, your solution, and the value you bring.

A well-made proposal turns interest into action, showing why you’re the best choice.

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What are the main types of sales proposals?

The main types of sales proposals are outreach and closing proposals. Click the links to jump to the page section that guides you on writing each type.

Outreach proposals - used early on in the sales cycle, are all about grabbing attention and starting a conversation with prospects. They’re more high-level, focusing on the client’s pain points and big-picture solutions.

Closing proposals - used in the final stage of the sales process, provide detailed terms, pricing, and deliverables to finalize agreements.

Looking for specific use cases? We’ve got dedicated guides for that:


When should you use a sales proposal?

There’s no such thing as a one-size-fits-all sales proposal—there are multiple kinds, but the main 3 use cases are sales proposals for services, products, and projects.

  • Service proposals offer solutions for ongoing needs like consulting or bookkeeping, focusing on expertise and measurable outcomes.

  • Product proposals are created to sell tangible items or software, explaining how their features and benefits solve specific problems.

  • Project proposals outline one-time undertakings, such as events or construction, detailing plans, timelines, and deliverables.

Each type requires a tailored approach to prove you’re the right choice for the job.

When should you use a sales proposal?

You should use a sales proposal when you need to win over a client, whether you’re reaching out proactively or responding to a formal request.

Unsolicited proposals are sent cold to prospects, demonstrating that you understand their challenges and offering tailored solutions designed to capture their interest. These are perfect for sparking interest and opening doors.

Solicited proposals, like RFP responses, are more formal, structured documents that meet specific requirements laid out by the client. They’re used when the client is actively seeking a solution and expects detailed, competitive offers.

How to write a closing sales proposal?

Writing a closing sales proposal is all about getting your prospect to say yes with confidence. At this stage, you’ve already sparked their interest—now it’s time to provide the details that show you’re the right choice.

A strong closing proposal is clear, thorough, and answers every question they might have. It focuses on deliverables, pricing, and the value they’ll gain by working with you.

Here’s how to write a successful closing proposal slide by slide.

What is the structure of a closing sales proposal?

  1. Cover slide

  2. Introduction

  3. Problem

  4. Objectives

  5. Proposed solution

  6. Benefits and value proposition

  7. Solution details

  8. Timeline

  9. Pricing

  10. Case studies and testimonials

  11. Team

  12. Terms and Conditions

  13. Next steps slide

1) Cover slide

The cover slide in a closing sales proposal is your chance to make a lasting impression and set the tone for the final push.

By now, you’ve got a solid understanding of the decision-makers and what they’re working toward, so use this slide to show you’ve been paying attention.

Add a personal touch with their name, company logo, or a mention of a key goal or challenge you’re helping them address.

A video introduction can make it even more engaging, adding a human connection that shows you’re fully invested in their success.

Every detail matters at this stage. Keep the design sharp and professional to make it clear this proposal was made specifically for them.

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Sales proposal cover slide example

2) Introduction

The introduction slide lays the groundwork for the rest of your proposal.

At this stage, it’s less about making a first impression and more about showing you understand the client’s needs and how your solution fits perfectly with their goals.

Use it as an executive summary to briefly recap their challenges and highlight the tailored solution you’re offering, setting a clear direction for what’s to come.

Keep it concise and focused—there’s no room for fluff here. The goal is to reassure the client that you’re ready, capable, and the best choice to deliver exactly what they need.

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Sales proposal introduction slide example

3) Problem

This slide is your chance to show you really get what your client is dealing with.

By now, you’ve had conversations, reviewed their RFP, and picked up on what matters most to them, so keep your message clear and focused.

Highlight their pain points or goals in a way that feels genuine and relatable.

It’s not about simply repeating their words—it’s about showing you genuinely understand and care. Get this right, and you’ll leave no doubt that you’re the partner they can trust.

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Sales proposal problem slide example

4) Objectives

The Objectives slide is your chance to show you truly understand what your client wants to achieve.

By now, you should have a good handle on their goals—whether it’s boosting revenue, simplifying processes, or hitting a big deadline. Let them see that you’re completely in tune with what success looks like for them.

This slide should reflect their priorities with precision. Show that you’ve listened carefully and tailored your solution to meet their exact needs.

When done well, it reinforces your role as a trusted partner who is ready to deliver on their goals.

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Sales proposal objectives slide example

5) Proposed solution

By the closing phase, the proposed solution slide shifts from ideas to strategy. Keep it clear and concise, outlining what you’ll deliver and why it’s the right fit.

This isn’t the place for every detail; save that for the solution details slide. Instead, aim to give them a clear picture of the value you bring.

The goal is to leave them thinking, “They truly understand us, and this plan makes perfect sense.” It’s all about building confidence and trust.

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Sales proposal proposed solution slide example

6) Benefits and value proposition

Now that you’ve put your solution on the table, it’s time to show the client why it matters to them.

Get specific. Explain how your solution will make a real difference—faster timelines, happier customers, a stronger bottom line.

This slide should be crystal clear about the tangible benefits you bring to the table.

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Sales proposal benefits slide example

7) Solution details

The Solution details slide is where you shift from explaining what you’re pitching and why your proposal matters to showing how it works.

By the closing stage, it’s time to get specific—lay out the key features, deliverables, and steps involved in your process.

Make it easy for the client to see what they’re getting and how it works. Break it down clearly without overwhelming them.

This slide should bridge the gap between strategy and execution, leaving no doubt that you’re ready to deliver.

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Sales proposal solution details slide example

8) Timeline

At this stage of the sales cycle, you need to be clear and straightforward.

Lay out the key dates and deadlines in a way that feels tailored to the client’s project or goals. It’s your chance to show you’ve thought everything through and are ready to deliver exactly when they need it.

A detailed timeline gives the client a clear picture of the process and the confidence to move forward with you.

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Sales proposal timeline slide example

9) Pricing

By the closing stage, the Pricing slide should be clear, detailed, and leave no room for doubt.

This is where you break down exactly what the client will be paying for—costs, deliverables, and any optional extras they might want to consider.

It’s all about transparency. Clients want to see the value behind the numbers and feel confident they’re making the right choice.

A well-laid-out pricing slide takes the guesswork out of the decision and helps them see why your proposal is worth every penny.

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Sales proposal pricing slide example

10) Case studies and testimonials

The Case studies slide is your chance to show the client you’ve tackled challenges just like theirs—and delivered results.

Find examples that really match what they’re looking for, and tell the story—what you did, how you made it happen, and the difference it made.

For example, if you’re pitching a new HR portal, share a case study about how it streamlined HR processes for a similar company..

The goal here is to build confidence and prove that you have the experience and expertise to deliver the same success for them.

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Sales proposal case studies slide example

11) Team

In a closing proposal, the Team slide is a great way to show the client who they’ll be working with and why your team is the perfect fit.

Introduce the key members of your team—their roles, expertise, and experience that directly connects to what the client needs.

Adding little personal touches like photos or short bios makes your proposal feel more human and helps build a stronger, more authentic connection.

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Sales proposal team slide example

12) Terms and Conditions

In a closing sales proposal, you’ve got to include a Terms and Conditions slide.

It sets out what both sides can expect—key terms, responsibilities, and next steps—so everything’s clear and easy to follow before moving forward.

Keep the language simple and easy to follow—no need for heavy legal jargon.

This slide is all about giving the client confidence that everything is fair, professional, and ready for a smooth partnership.

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Sales proposal terms and conditions slide example

13) Next steps slide

The next steps slide is your moment to guide the client toward taking action. In a closing proposal, it’s more than just a wrap-up—it’s a pathway to sealing the deal.

This slide can include an e-signature option, turning it into a seamless way to finalize the agreement.

Be sure to include your contact details for any last-minute questions, making it easy for the client to reach out.

Never just slap on a “Thank you.” This slide should feel intentional, guiding the client smoothly toward a decision.

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Sales proposal contact slide example

How to write an outreach sales proposal?

Writing an outreach sales proposal is all about sparking interest and starting a conversation.

The key is to keep it concise, focused, and tailored to your prospect’s needs—highlighting the problem you can solve and the unique value you bring.

This isn’t the time for overwhelming details; it’s about leaving them curious enough to want more.

In this section, I’m going to show you how to do it slide by slide.

What is the structure of an outreach sales proposal?

  1. Cover slide

  2. Introduction

  3. Proposed solution

  4. Benefits and value proposition

  5. Solution details

  6. Why you

  7. Case studies and testimonials

  8. Next steps slide

1) Cover slide

The cover slide for an outreach proposal is your chance to grab attention right away.

While personalization might be harder at this stage, including the prospect’s logo or a bold statement relevant to their industry shows you’ve put in the effort.

For an extra touch, consider adding a short video introduction—it’s a dynamic way to make an immediate connection.

Keep the design clean and professional, and make sure it sets the right tone for the rest of your proposal.

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Outreach sales proposal cover slide example

2) Introduction

The introduction slide in an outreach proposal is all about making a strong, memorable first impression. Use this slide to briefly share who you are, what your company does, and why you’re reaching out.

Keep it focused and thoughtful—showing that you’ve taken the time to understand their industry and challenges goes a long way.

Avoid overloading with details; this is about sparking curiosity and setting the stage for the rest of your proposal.

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Outreach sales proposal introduction slide example

3) Proposed solution

The proposed solution slide in an outreach proposal is your chance to connect the dots between common industry challenges and what you offer.

Since you might not have specific details about their pain points at this stage, focus on broader issues their industry likely faces. Highlight how your solution is designed to address these challenges and add value.

The key is to sound confident and knowledgeable enough to make them think, “They really get what we’re dealing with.”

Keep it clear and high-level—you’re not solving every problem here, just sparking interest and showing them you’re worth exploring further.

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Outreach sales proposal proposed solution slide example

4) Benefits and value proposition

This slide is where you show why your solution matters.

Focus on proven success metrics—like how you’ve helped other clients save time, cut costs, or achieve measurable growth.

Even without knowing their exact challenges, you can emphasize results that speak to universal business goals.

Keep it clear, specific, and easy to understand—it’s about showing your value in a way that sticks with them.

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Outreach sales proposal benefits and value proposition slide example

5) Solution details

The solution details slide in an outreach proposal is your chance to go beyond the big-picture solution and give a glimpse into how working with you might look.

This isn’t about diving into the nitty-gritty—that’s for a closing proposal.

Instead, give them a snapshot of the range of services or solutions you provide, tailored to their industry or potential needs.

Outline the key steps, such as booking a consultation, the stages of working with you, and any post-project support. Keep it high-level but specific enough to show you have a thoughtful process.

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Outreach sales proposal solution details slide example

6) Why you

The “Why you” slide is your moment to stand out in a sea of competitors. Let’s be honest—no matter how great your solution is, they’ve probably seen similar proposals.

This slide needs to answer one crucial question: Why should they care about you?

Focus on what sets you apart. Maybe it’s your proven track record, your unique approach, or the way you prioritize customer success.

Highlight the results you’ve delivered for others and how you make the process seamless for clients.

Keep it real, keep it specific, and don’t shy away from showing why you’re the best choice for their needs. This is where you make them feel like their time with you won’t be wasted.

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Outreach sales proposal why us slide example

7) Case studies and testimonials

The case studies and testimonials slide is where you let your work—and your clients—do the talking.

Instead of listing generic success stories, pick examples that are directly relevant to your prospect’s industry or challenges. Show them exactly what you’ve done for others and how it translates to what you can do for them.

Add testimonials that highlight the impact you’ve made. Hearing it from your clients makes it far more credible than you singing your own praises.

Want to go a step further? Embed a link to your portfolio so they can explore even more success stories.

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Outreach sales proposal testimonials slide example

8) Next steps slide

The next steps slide is where you guide your prospect toward action. Don’t end with a dry, generic “Thank you” slide. If you want them to take the next step, spell it out clearly and make it as easy as possible.

Be specific: Do you want them to book a meeting? Click a link? Review the full proposal? You can include external links for prospects who want to dive deeper on their own time.

Even better, embed your calendar so they can book a meeting without ever leaving the deck.

The goal is to make things effortless and keep the momentum alive. A great next steps slide could be what turns interest into action.

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Outreach sales proposal next steps slide example

Sales proposal templates

Creating a sales proposal that ticks all the boxes and fits each stage of the sales cycle takes serious time and effort.

And even then, with so many proposals fighting for the attention of the same decision-makers, there’s no guarantee yours will stand out.

Interactive sales proposal templates have all the slides you need, ready to tweak in just a few clicks, and they’re designed to keep your audience hooked.

Just grab one.

No templates found

How to prepare for writing a sales proposal?

A huge chunk of the work happens before you even sit down to create your sales proposal. How well you prepare will directly impact how your proposal is received.

The more effort you put into understanding your prospect, their needs, and the competitive landscape, the stronger and more persuasive your proposal will be.


1) Research your prospect inside and out

Before you start, dig deep into who your prospect is and what they care about.

What’s their business model? What challenges are they facing? Have they worked with a competitor before? Use tools like LinkedIn, their website, and industry news to build a clear picture.


Ask yourself:

  • What problem are they trying to solve?

  • What are their top priorities or goals right now?

  • Who are the key decision-makers, and what do they value most?


The better you understand their world, the easier it is to tailor your proposal to feel like it was made just for them.


2) Study the competitive landscape

Knowing your prospect is one thing—knowing their options is another. Who are their other potential partners or vendors? What are they offering? Look at what’s missing or how you can stand out.


For instance:

  • Does your pricing model offer more flexibility?

  • Do you provide added value they won’t find elsewhere, like faster delivery or personalized support?


Highlighting what makes you different (and better) sets the stage for a proposal that feels indispensable.


3) Identify your Unique Value Proposition

Your proposal needs to answer the question: Why you? Be clear about what sets you apart. Maybe it’s your proven track record in their industry, a standout feature in your product, or your team’s expertise.


Ask yourself:

  • What’s the biggest benefit I bring to the table?

  • How does my solution solve their specific pain points better than anyone else?


When your value proposition is clear, your proposal won’t just be another option—it’ll be the only choice that makes sense.


4) Clarify your goals for the proposal

What’s the outcome you’re aiming for with this proposal? Is it to secure a meeting, win a contract, or get buy-in for the next stage of discussions? Having a clear goal ensures your proposal stays focused and persuasive.


Consider:

  • What’s the most important action I want the client to take after reading this?

  • How can I make it easy for them to take that action?


5) Gather relevant data and examples

Support your claims with evidence. Case studies, metrics, and testimonials build credibility and make your proposal more compelling. Have examples ready that match your prospect’s industry or challenge.


For instance:

  • If you’re proposing a marketing service, include data on how you’ve boosted ROI for similar clients.

  • For a product, show how it’s solved a specific pain point for another customer.


Concrete proof makes it much harder for your prospect to doubt your ability to deliver.

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.

Table of contents
What is a sales proposal? What are the main types of sales proposals? What are the main use cases for sales proposals? When should you use a sales proposal? How to write a closing sales proposal? What to include in a closing sales proposal? How to write an outreach sales proposal? What to include in an outreach sales proposal? Sales proposal templates How to prepare for writing a sales proposal?
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