Proposal
The document an agency sends to win a project - setting out the client's problem, the proposed approach, deliverables, timeline and price.
For example, after a discovery call, the agency sends a proposal that restates the client's goal, outlines the approach, lists deliverables and presents two pricing options. A clear, well-structured proposal often does more to win the work than the pitch meeting itself.
Why it matters to your firm: the proposal is where many deals are won or lost, and where you frame the engagement around value rather than just cost. A strong, repeatable proposal shortens the sales cycle and sets up the scope and price that the SOW will later formalise.
What a winning proposal includes
- The client's problem, in their own words
- Your recommended approach
- Deliverables and timeline
- Pricing options, ideally tiered
- Relevant proof - case studies or results
- A single, clear next step
Common mistakes
- Leading with your history instead of the client's problem.
- Burying the price and the next step at the end.
- Sending a generic capabilities deck rather than a tailored proposal.