How to Write a Proposal That Wins the Deal

From First Draft to Closed Contract: The Proven Proposal Framework. Post #16

Mort Greenberg
September 21, 2025

Hi,

In high-stakes selling, a proposal is far more than a price tag or a bullet list of deliverables, it’s your final audition. Too many sellers treat proposals as administrative paperwork instead of a strategic persuasion tool.

In reality, the best proposals combine clear structure, persuasive storytelling, and customer-focused value. A winning proposal answers the unspoken question: “Why should we choose you, now?”

This workshop shows you how to move from generic templates to proposals that speak directly to decision-makers’ priorities, positioning your offer as the safest, smartest, and most strategic choice. A proposal isn’t just a document, it’s the bridge between a handshake and a signed contract.

You’ll learn how to align your content with the buyer’s vision, overcome last-minute doubts, and make your document a deal-closing asset instead of a formality.

WHY THIS WORKSHOP MATTERS

A proposal is often your last chance to influence the deal before the decision is made. Whether you’re selling a six-figure service or a subscription package, a poorly written proposal can stall momentum, invite more competitors, or push the buyer toward “no decision.”

A great proposal does the opposite, it accelerates approval, reduces negotiation friction, and gives decision-makers the confidence to move forward.

Turn to Best View Tables Below

DO’S AND DON’TS

WHAT TO DO	WHAT NOT TO DO
Anchor every section of your proposal in the customer’s stated goals.	Lead with your company history, lead with their problem and the outcome you’ll deliver.
Keep your structure clean, logical, and easy to navigate.	Overload with jargon or internal terminology.
Use plain language backed by data and real examples.	Forget to close with a strong, action-oriented next step.

3 WORKSHOP STEPS

Step	Description	How to Execute	Example
1. Build a Proposal Framework That Matches Buyer Priorities	Align your outline with the buyer’s pain points, KPIs, and buying criteria.	Use discovery notes to create a 1:1 match between buyer priorities and proposal sections.	If the buyer wants faster delivery, include a “Delivery Timeline” section early in the document with specific milestones.
2. Use Storytelling + Proof to Build Trust	Show how you’ve solved similar challenges and achieved measurable results.	Include 2–3 short case studies or before/after scenarios relevant to the buyer’s industry.	“For Client X, we reduced processing time by 42% in three months, your workflow has the same bottleneck we solved for them.”
3. Close with Confidence and Clarity	Finish with a section that outlines the next step, timeline, and call to action.	Make the last page a signature-ready agreement or a clear decision path.	“We can begin onboarding as early as September 1, sign here to lock in resources and schedule.”

3 UNIQUE FOCUS AREAS FOR MAXIMUM IMPACT

Focus Area	Tip	Example
1. Buyer-Centric Language	Rewrite “we” statements into “you” statements to make it about the client.	Instead of “We provide 24/7 support,” write “You’ll have access to dedicated support anytime, ensuring uptime.”
2. Visual Formatting	Use subheadings, icons, and charts to make the proposal scannable.	Replace a 300-word explanation of ROI with a simple before/after graph showing cost savings.
3. Measurable Outcomes	Always tie your solution to specific metrics the buyer cares about.	“This upgrade will reduce your downtime by 12 hours/month, saving $48,000 annually.”

3 ACTIONS YOU’LL TAKE AFTER THIS WORKSHOP

Create a repeatable proposal template that aligns with buyer goals and your sales process.
Incorporate proof points and visuals into every proposal to build trust quickly.
End with a decision-driving CTA that makes the next step clear and urgent.

TIPS + EXAMPLES

Tip: Think of your proposal as the meeting that happens when you’re not in the room. It should answer objections, reinforce trust, and make your buyer feel smart for choosing you.
Example: A SaaS company increased their close rate by 23% simply by adding a “Why Now?” section to their proposals that addressed urgency and outlined the cost of inaction.

READING LIST

Title	Author	Year	Publisher
The Challenger Sale: Taking Control of the Customer Conversation	Matthew Dixon & Brent Adamson	2011	Portfolio
Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal	Oren Klaff	2011	McGraw-Hill
Revenue vs. Sales: Winning is a Planned Event	Mort Greenberg	2025	digitalCORE Publishing

The Revenue Workshop isn’t theory. It’s a field-tested system used by real leaders, in real markets, under real pressure.

Each newsletter is based on one of over 300 workshops and worksheets found in the eight books of the RevenueVsSales.com and TheFocusedSeller.com book series.

To suggest workshops you’d like to read next, email [email protected]Thank you for your time!

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