How to Write a Winning Business Proposal to Close More Deals

A business proposal is a document that offers a product or service to a potential client or buyer. Building an effective business proposal is like constructing a house – it needs a strong foundation, solid walls, and a quality roof. The roof shows your qualifications, the walls demonstrate your research and understanding of the client’s needs, and the foundation provides details on pricing and methodology.

In this article, we will go over the key elements of a winning business proposal, including the cover letter, executive summary, proposal section, pricing, conclusion, and more. We will also share tips from software experts on how to write proposals that close deals 3x faster. Whether you are new to writing business proposals or want to improve your existing process, this comprehensive guide will help you create professional and persuasive proposals.

10 Elements of a Strong Business Proposal

Here are the 10 key sections that every effective business proposal should contain:

Cover Letter

The cover letter introduces your company to the potential client. It should include basic information like company names, contact details, logos, and the proposal title and date. A cover letter makes the proposal look organized and professional. Think of it like an introduction before diving into the specifics.

Table of Contents

A table of contents outlines what readers can expect to find in the proposal. For digital proposals, use clickable sections so the reader can easily jump to different parts.

Executive Summary

The executive summary briefly describes the key points that will be expanded on later. It introduces the prospect to your proposed solution based on their needs. The executive summary is customized for each client and project.

Proposal Section

This overview explains the customized solutions your company has created for the client. Describe the expected outcome, general timeline, and how you’ll address the client’s needs. Demonstrate why you are the best fit.

Scope of Work

The scope details exactly what products or services the client will receive and when. Break down each deliverable and expected delivery date.


A timeline pairs deliverables with target dates visually. This makes the information easy to digest.

About Us

Use bios and photos to introduce the people the client will work with. Include information about past successes, awards, testimonials, and case studies.


Create a pricing table identifying each product/service with its cost. Avoid over or underestimating prices.


Specify the agreement duration, payment methods/dates, and any amendment terms.


End with a friendly call-to-action for the client to sign.

Tips from Software Experts to Close Deals 3x Faster

I reached out to the proposal experts at PandaDoc for their top tips on creating winning proposals:

Use Visuals – Our brains process visuals 60,000 times faster than text. Include photos, charts, infographics, etc. to showcase your services and build trust.

Send Digital Proposals – Electronic proposals allow you to easily include videos, annotate, edit, and add e-signatures. Ditch the thick mailed envelopes.

Customize for Each Client – Tailor your executive summary, case studies, and messaging for each prospect. Generic proposals miss the mark.


While business proposals require planning, a structured approach helps present a clear and compelling case to prospective clients. Follow the 10 elements outlined here to cover all the bases and create professional proposals. Implement tips like adding visual content and customizing for each client to connect with prospects and win more deals. With a little time invested upfront in crafting your proposals, you can build trust, demonstrate expertise, and grow your business.