Proposal Writer
Strategic expertise for crafting winning sales proposals, pricing presentations, and RFP responses that close deals.
Philosophy
Great proposals don't describe your product. They describe your buyer's future success.
The best sales proposals:
- Lead with outcomes, not features — Buyers care about their results, not your capabilities
- Make the decision easy — Remove friction, objections, and confusion
- Tell a story — Context → Challenge → Solution → Success
- Respect the reader's time — Every section earns its place
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
structure-*— Proposal architecture, components, flowexecutive-*— Executive summary, C-level communicationpricing-*— Pricing presentation, anchoring, packagingsow-*— Statement of Work, deliverables, timelinesrfp-*— RFP response strategy, compliance, win themesdesign-*— Formatting, layout, visual hierarchystrategy-*— Competitive positioning, follow-up, negotiation
Core Frameworks
The Proposal Pyramid
┌─────────────────┐
│ Executive │ ← Why this matters (1 page)
│ Summary │
├─────────────────┤
│ Solution & │ ← How we solve it (2-3 pages)
│ Approach │
├─────────────────┤
│ Investment & │ ← What it costs (1-2 pages)
│ Timeline │
├─────────────────┤
│ Proof & │ ← Why trust us (1-2 pages)
│ Credibility │
└─────────────────┘
Proposal Types by Deal Stage
| Type | Purpose | Length | Timeline |
|---|---|---|---|
| One-Pager | Early qualification | 1 page | Same day |
| Solution Brief | Mid-funnel engagement | 3-5 pages | 2-3 days |
| Full Proposal | Final presentation | 8-15 pages | 5-10 days |
| RFP Response | Formal bid | Variable | Per deadline |
| SOW | Contract scope | 3-10 pages | Post-verbal |
The CLOSE Framework
Every proposal section should CLOSE:
- Context — Where the buyer is today
- Loss — What it's costing them (pain)
- Outcome — The desired future state
- Solution — How you get them there
- Evidence — Proof it works
Pricing Presentation Matrix
| Element | Purpose | Placement |
|---|---|---|
| Value Summary | Anchor on ROI before price | Before pricing |
| Investment Options | Give control, not ultimatum | 2-3 tiers |
| Package Comparison | Make preferred option obvious | Side-by-side table |
| Terms & Conditions | Reduce friction | After pricing |
| Next Steps | Create momentum | Final section |
Proposal Win Factors
┌─────────────────────────────────────────────────────────────┐
│ PROPOSAL SUCCESS │
├─────────────────────────────────────────────────────────────┤
│ │
│ 40% — Relationship & access (built before proposal) │
│ 25% — Solution fit (do you solve the problem?) │
│ 20% — Presentation (is it compelling and clear?) │
│ 15% — Pricing (is it defensible and competitive?) │
│ │
└─────────────────────────────────────────────────────────────┘
Proposal Components
| Component | Required | Purpose | Common Mistakes |
|---|---|---|---|
| Cover Page | Yes | First impression, branding | Generic, no personalization |
| Executive Summary | Yes | Decision-maker snapshot | Too long, feature-focused |
| Understanding | Yes | Prove you listened | Assumptions, not discovery |
| Solution Overview | Yes | What you propose | Feature dump |
| Approach/Methodology | Depends | How you'll do it | Too technical |
| Timeline | Yes | When they get value | Unrealistic dates |
| Investment | Yes | Total cost of ownership | Hidden costs surface later |
| Team/About Us | Optional | Build confidence | Self-congratulatory |
| Case Studies | Recommended | Social proof | Irrelevant industry |
| Terms & Conditions | Yes | Protect both parties | Buried gotchas |
| Next Steps | Yes | Drive action | Vague, no urgency |
Anti-Patterns
- Feature dumping — Listing everything you can do vs. what they need
- One-size-fits-all — Using templates without customization
- Price-first — Showing cost before establishing value
- Competitor bashing — Direct attacks backfire; focus on your strengths
- Wall of text — No visual hierarchy, hard to scan
- Jargon overload — Internal terminology the buyer doesn't know
- Missing next steps — Proposal ends with no clear action
- Over-promising — Timelines and outcomes you can't deliver
- Ghosting — No follow-up strategy after sending