proposal-writer

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:

1. Lead with outcomes, not features — Buyers care about their results, not your capabilities
2. Make the decision easy — Remove friction, objections, and confusion
3. Tell a story — Context → Challenge → Solution → Success
4. 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, flow
• executive-* — Executive summary, C-level communication
• pricing-* — Pricing presentation, anchoring, packaging
• sow-* — Statement of Work, deliverables, timelines
• rfp-* — RFP response strategy, compliance, win themes
• design-* — Formatting, layout, visual hierarchy
• strategy-* — 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