Writing Winning Proposals

A great proposal isn't just a list of what you'll do—it's a story about how you'll transform your client's situation. This guide walks you through Closed's 8-step proposal builder and how to make each section count.

The 8-Step Proposal Structure

Closed guides you through a proven proposal structure:

1. Introduction – Set the stage and show you understand their situation
2. Problem/Challenge – Articulate what they're facing
3. Solution/Approach – Explain how you'll solve it
4. Case Studies – Prove you've done this before
5. Team – Introduce who they'll work with
6. Pricing – Make it clear and easy to choose
7. Timeline – Set expectations on delivery
8. Sign-off – Make it easy to say yes

You can skip sections that don't apply or add custom content, but this structure works for most agencies.

Step 1: Introduction

The introduction sets the tone. Key elements:

• Personalise it: Use their company name, reference your conversation
• Show understanding: Briefly summarise what you know about their situation
• Build excitement: Hint at the transformation you'll deliver

Step 2: Problem/Challenge

Before presenting your solution, demonstrate that you understand the problem. This builds credibility and makes your solution feel inevitable.

• List the specific challenges they mentioned
• Add any challenges they might not have articulated but you've identified
• Quantify the impact where possible (lost revenue, wasted time, missed opportunities)

Step 3: Solution/Approach

Now explain how you'll solve their problem. This is where you differentiate yourself from competitors.

• Be specific: Vague solutions feel like templates. Specific solutions feel tailored.
• Explain your methodology: Why do you approach things this way?
• Connect to outcomes: Don't just list activities—explain what each achieves

Closed lets you display your approach as a step-by-step process, which helps clients visualise the journey.

Step 4: Case Studies

Proof beats promises. Include 2-3 relevant case studies that demonstrate you've solved similar problems before. See our case studies guide for detailed tips.

Step 5: Team

Clients don't just buy services—they buy people. The team section humanises your proposal:

• Include photos: Faces build trust
• Highlight relevant experience: Focus on what's relevant to this project
• Keep it brief: 2-3 sentences per person is enough

Store team profiles in your content library so you can quickly add the right people to each proposal.

Step 6: Pricing

The pricing section is often where proposals are won or lost. Make it clear and easy to understand. See our pricing tables guide for detailed tips on:

• Choosing between fixed pricing, packages, and line items
• Using optional add-ons to increase deal value
• Setting up interactive pricing that updates in real-time

Step 7: Timeline

Set clear expectations about when things will happen:

• Key milestones: What are the major checkpoints?
• Delivery date: When will the project be complete?
• Dependencies: What do you need from them to stay on track?

Step 8: Sign-off

Make it easy to say yes:

• Summarise the investment: Remind them of the total
• Enable e-signatures: Let them sign without printing anything
• Include terms: Add any terms and conditions they need to accept
• Create urgency: Optionally set an expiry date on the proposal

Writing Tips

Beyond structure, how you write matters:

• Write for scanners: Use headings, bullet points, and short paragraphs
• Focus on "you": Talk about their goals, not your capabilities
• Avoid jargon: Use plain language they'll understand
• Be confident: "We will" is stronger than "We would"
• Proofread: Typos and errors undermine credibility

Using Templates

Don't start from scratch every time. In Closed, you can:

• Clone proposals: Duplicate a successful proposal and customise it
• Use templates: Start from pre-built templates for common project types
• Build your content library: Store reusable sections (case studies, team bios, service descriptions)

Templates speed up your process while ensuring consistency. Just make sure to personalise—clients can spot a template from a mile away.

Summary

A winning proposal tells a story: here's your problem, here's how we'll solve it, here's proof we've done it before, here's what it costs. Each section builds on the last, leading naturally to the signature.