Proposal Engine — Win More Deals

Turn discovery calls into winning proposals. Full lifecycle: qualify → scope → price → write → present → close.

When to Use

• Client says "send me a proposal"
• After a discovery call or meeting
• Responding to an RFP/RFI
• Creating a statement of work (SOW)
• Pricing a new project or retainer

1. Pre-Proposal Qualification (Don't Waste Time)

Before writing anything, score the opportunity:

BANT-Plus Framework

qualification:
  budget:
    score: 0-3  # 0=unknown, 1=below range, 2=in range, 3=confirmed+funded
    notes: ""
  authority:
    score: 0-3  # 0=no access, 1=influencer only, 2=decision maker involved, 3=signer in room
    notes: ""
  need:
    score: 0-3  # 0=nice-to-have, 1=want, 2=need, 3=urgent/painful
    notes: ""
  timeline:
    score: 0-3  # 0=someday, 1=this quarter, 2=this month, 3=this week/ASAP
    notes: ""
  competition:
    score: 0-3  # 0=3+ competitors, 1=2 competitors, 2=1 competitor, 3=sole source
    notes: ""
  champion:
    score: 0-3  # 0=no internal advocate, 1=passive, 2=active, 3=actively selling for you
    notes: ""
  total: 0     # Sum of all scores. Max=18

Decision matrix:

Disqualification Signals (Walk Away)

• They want a proposal before a real conversation
• "We're just getting quotes" (you're column fodder)
• No budget conversation allowed
• Decision maker won't attend any meeting
• Timeline is "whenever" with no urgency driver
• They want you to do unpaid strategy work in the proposal

2. Discovery Extraction

After a discovery call, extract these into structured notes:

discovery:
  client:
    company: ""
    industry: ""
    size: ""  # employees, revenue range
    decision_makers:
      - name: ""
        role: ""
        priorities: []
        communication_style: ""  # analytical, driver, expressive, amiable
  
  situation:
    current_state: ""
    trigger_event: ""  # What happened that made them look for help NOW?
    previous_attempts: []  # What have they tried? Why didn't it work?
    constraints: []  # Budget, timeline, technical, political, regulatory
  
  desired_outcome:
    primary_goal: ""
    success_metrics: []  # How will they measure success? Get NUMBERS.
    dream_state: ""  # "If this goes perfectly, what does it look like in 12 months?"
    fears: []  # What are they afraid will go wrong?
  
  decision_process:
    steps: []  # "What happens between receiving our proposal and starting?"
    stakeholders: []  # Who else weighs in?
    timeline: ""
    budget_range: ""
    competing_options: []
  
  value_drivers:
    revenue_impact: ""  # Will this make them money? How much?
    cost_savings: ""  # Will this save them money? How much?
    risk_reduction: ""  # What risks does this eliminate?
    strategic_value: ""  # How does this advance their bigger goals?

Key rule: If you can't fill in success_metrics with numbers, you don't have enough discovery. Go back and ask.

3. Pricing Strategy

Cost-Plus Pricing (Floor)

Hours × Rate + Materials + Buffer = Floor Price
Never price below this. It's your minimum, not your target.

Value-Based Pricing (Target)

Client's expected value from the project = X
Your price should be 10-20% of X
If X = $500K revenue increase, price = $50K-$100K

Three-Tier Pricing (Always Present Options)

Always offer exactly 3 options. Anchoring psychology makes the middle option feel like the best deal.

pricing_tiers:
  good:
    name: ""  # e.g., "Foundation", "Essential", "Starter"
    price: 0
    description: "Solves the core problem"
    includes:
      - "Core deliverable 1"
      - "Core deliverable 2"
    excludes:
      - "Everything in Better/Best"
    timeline: ""
    best_for: "Budget-conscious, clear scope, minimal customization"
    
  better:
    name: ""  # e.g., "Growth", "Professional", "Recommended"  
    price: 0  # 1.5-2.5x of Good
    description: "Core + optimization + support"
    includes:
      - "Everything in Good"
      - "Additional deliverable 1"
      - "Additional deliverable 2"
      - "30 days support"
    timeline: ""
    best_for: "Best value — most clients choose this"
    recommended: true  # Mark this one visually
    
  best:
    name: ""  # e.g., "Enterprise", "Premium", "Partnership"
    price: 0  # 2-4x of Good
    description: "Full transformation + ongoing partnership"
    includes:
      - "Everything in Better"
      - "Premium deliverable 1"
      - "Premium deliverable 2"  
      - "90 days support"
      - "Quarterly reviews"
    timeline: ""
    best_for: "Maximum results, full partnership"

Pricing rules:

1. Never show hourly rates — price the outcome, not the time
2. Good option should still be profitable (don't create a loss leader)
3. Better option is your target — design it to be obviously the best value
4. Best option is the anchor — makes Better look reasonable
5. Use round numbers ending in 0 or 5 (not $12,347)
6. Annual/retainer pricing: show monthly equivalent AND total (monthly feels smaller)

Payment Terms

payment_terms:
  project:  # For fixed-scope projects
    deposit: "50% on signing"
    milestone_1: "25% on [milestone]"
    final: "25% on delivery + approval"
    late_fee: "1.5%/month after 30 days"
    
  retainer:  # For ongoing work
    billing: "Monthly, billed in advance"
    minimum_term: "3 months"
    unused_hours: "Do not roll over"
    overage_rate: "$X/hour"
    cancellation: "30 days written notice"
    
  saas:  # For software/platform
    billing: "Annual (2 months free) or monthly"
    payment_method: "Credit card on file"
    refund_policy: "30-day money-back guarantee"

4. Proposal Structure

The Winning Formula

Every proposal follows this arc: Mirror → Solve → Prove → Ask

1. Their World (Mirror)     — Show you understand their situation
2. The Gap (Problem)        — Articulate what's broken/missing
3. The Bridge (Solution)    — Your approach to closing the gap
4. The Proof (Evidence)     — Why you specifically can deliver
5. The Path (Plan)          — How you'll get there, step by step
6. The Investment (Pricing) — Three options, value-framed
7. The Ask (Next Steps)     — Exactly what happens when they say yes

Section-by-Section Guide

Cover Page

[Client Logo] + [Your Logo]
"[Project Name]: [Outcome-Focused Subtitle]"
Prepared for: [Decision Maker Name], [Title]
Prepared by: [Your Name], [Title]
Date: [Date]
Valid until: [Date + 30 days]
Confidential

1. Executive Summary (1 page max)

Write this LAST but put it FIRST. The decision maker may only read this page.

Template:

[Client] is facing [specific challenge] that is costing approximately 
[quantified impact — dollars, hours, risk]. After [discovery call/meeting], 
we understand that your priority is [primary goal] by [timeline].

We propose [one-sentence solution] that will [primary outcome + metric]. 
Based on [similar project/experience], we expect [specific result] 
within [timeframe].

Three engagement options are detailed below, ranging from $[Good price] 
to $[Best price]. We recommend [Better option name] for the optimal 
balance of speed, thoroughness, and value.

Next step: [specific action] by [date].

Rules:

• No jargon. Write at 8th grade reading level.
• Include at least one number (cost of inaction, expected ROI, timeline).
• Name the decision maker. This is personal.

2. Understanding Your Situation (Mirror)

Restate what you learned in discovery. Use their exact words where possible.

Current state: [What they told you about today]
Trigger: [Why they're looking for help NOW]
Impact: [What this problem is costing them — quantified]
Previous attempts: [What they've tried, why it fell short]
Desired outcome: [What success looks like — in THEIR words]

Why this works: When prospects see their own words reflected back accurately, trust skyrockets. They think "these people actually listened."

3. Proposed Solution

Structure: What → Why → How

What we'll deliver:
- [Deliverable 1]: [One sentence on what it is and why it matters]
- [Deliverable 2]: [One sentence]
- [Deliverable 3]: [One sentence]

Why this approach:
- [Reason 1 — tied to their specific situation]
- [Reason 2 — addresses a concern they raised]
- [Reason 3 — differentiates from alternatives]

What's explicitly NOT included:
- [Out of scope item 1]
- [Out of scope item 2]
(This prevents scope creep and manages expectations)

4. Proof & Credibility

Pick 2-3 of these (not all):

proof_elements:
  case_study:
    client: "[Similar company]"
    challenge: "[Similar problem]"
    solution: "[What you did]"
    result: "[Quantified outcome]"
    timeline: "[How long it took]"
    
  testimonial:
    quote: ""
    attribution: "[Name, Title, Company]"
    
  credentials:
    - "[Relevant certification]"
    - "[Years of experience in this specific area]"
    - "[Number of similar projects completed]"
    
  methodology:
    name: ""
    description: "Brief explanation of your proven process"
    
  guarantee:
    type: ""  # money-back, performance, satisfaction
    terms: ""

Rule: Every proof element must be relevant to THIS client's situation. Generic "we're great" claims are worse than no proof at all.

5. Project Plan & Timeline

timeline:
  phase_1:
    name: "Discovery & Planning"
    duration: ""
    activities:
      - task: ""
        owner: ""  # "Us" or "Client"
    deliverable: ""
    milestone: ""  # What signals this phase is complete?
    client_requirements: []  # What do you need from them?
    
  phase_2:
    name: "Build / Execute"
    duration: ""
    activities: []
    deliverable: ""
    milestone: ""
    client_requirements: []
    
  phase_3:
    name: "Review & Launch"
    duration: ""
    activities: []
    deliverable: ""
    milestone: ""
    client_requirements: []
    
  ongoing:  # If applicable
    name: "Support & Optimization"
    duration: ""
    activities: []
    review_cadence: ""

Include client responsibilities. Delays are almost always caused by the client. Document what you need from them and when.

6. Investment (Pricing)

Present the three tiers from Section 3. Frame as investment, not cost.

ROI framing:
"The [Better] option is an investment of $X. Based on [discovery data], 
we expect this to [generate/save] $Y within [timeframe], representing 
a [N]x return."

Cost of inaction:
"Every month without a solution, [Client] is [losing $X / spending Y hours / 
risking Z]. Over the proposal validity period alone, that's $[amount]."

7. Next Steps & Terms

To proceed:
1. Select your preferred option (Good / Better / Best)
2. Sign this proposal (e-signature below or reply "approved")
3. Submit deposit of [amount]
4. Kickoff call scheduled within [X] business days

This proposal is valid until [date — 14-30 days].
After that, pricing and availability may change.

Terms to include:

• Payment schedule
• Revision/change request process (with cost implications)
• Cancellation terms
• IP ownership (who owns the deliverables?)
• Confidentiality
• Limitation of liability

5. Proposal Quality Checklist

Score each dimension 0-10. Minimum 70/100 before sending.

6. Proposal Delivery & Follow-Up

Delivery Rules

1. Never email a proposal cold. Present it live (call/meeting) or send with a Loom video walkthrough.
2. Send PDF + a one-paragraph email. Don't bury it in a wall of text.
3. Subject line: "[Client Name] × [Your Company] — Proposal for [Outcome]"

Follow-Up Cadence

follow_up:
  day_0: "Send proposal + personal video walkthrough (2-3 min)"
  day_2: "Quick check-in: 'Did you have a chance to review? Any questions?'"
  day_5: "Value-add: Share a relevant article, case study, or insight"
  day_8: "Direct ask: 'Are you leaning toward an option? Happy to jump on a quick call'"
  day_14: "Scarcity: 'Proposal valid until [date]. Want to lock in the timeline?'"
  day_21: "Last touch: 'Wanted to check in one final time. If timing isn't right, no worries — happy to revisit when it makes sense.'"
  day_30: "Close the loop: Move to 'closed-lost' if no response. Send graceful close email."

Objection Response Templates

"It's too expensive" → Reframe to value: "I understand. Let me ask — if this [achieves outcome], what would that be worth to your business over 12 months? The investment is [X]% of that value." → Offer the Good tier: "We also have the [Good option] at $[X] that covers the core need."

"We need to think about it" → Diagnose: "Absolutely. To help you evaluate — is there a specific concern I can address, or information you need that would help the decision?"

"We're looking at other options" → Differentiate: "Smart to compare. What criteria are most important in your decision? I want to make sure our proposal addresses what matters most."

"The timeline doesn't work" → Adapt: "When would be ideal? Let me see if we can restructure phases to align with your timeline."

"We need to get approval from [someone]" → Enable: "Happy to join a brief call with [person] to answer any questions directly. Would that help speed things up?"

7. Proposal Templates by Type

Consulting/Advisory Proposal

Focus on: situation analysis, methodology, expected outcomes, engagement structure Tone: authoritative, advisory Pricing: project fee or monthly retainer Key proof: similar client results, methodology name

Software/Technical Proposal

Focus on: technical approach, architecture overview, integration plan, support Tone: clear, technical but accessible Pricing: project phases + ongoing license/maintenance Key proof: technical credentials, uptime stats, security compliance

Creative/Agency Proposal

Focus on: creative vision, mood boards/references, deliverable list, revision process Tone: confident, visually-driven Pricing: project fee with defined revision rounds Key proof: portfolio samples, brand work examples

RFP Response

Focus on: point-by-point compliance, differentiators, team bios, references Tone: formal, thorough Pricing: as specified in RFP Key proof: relevant contract experience, certifications, references Tip: Answer every question in the RFP even if irrelevant. Non-responsive = disqualified.

8. Common Mistakes (Avoid These)

1. Writing about yourself first. Lead with THEIR problem, not your company bio.
2. One option only. Always offer 3 tiers. One option = take it or leave it.
3. Vague deliverables. "Marketing strategy" means nothing. "30-page go-to-market playbook covering channels, budget allocation, and 90-day campaign calendar" means everything.
4. No deadline. Open-ended proposals die. Always include expiration date.
5. Sending without presenting. Proposals sent blind close at 10-20%. Presented live: 40-60%.
6. No follow-up system. 80% of deals close after the 5th follow-up. Most people stop at 1.
7. Burying the price. Don't make them hunt for it. Investment section should be easy to find.
8. Ignoring the real decision maker. If you're writing for the wrong person, you've already lost.
9. Over-designing, under-writing. Beautiful PDF with weak content loses to ugly doc with killer strategy.
10. Not quantifying value. If you can't show ROI, the price is always "too much."

Quick Start

"Create a proposal for [client]" → I'll walk you through discovery extraction, qualification scoring, pricing strategy, and generate the full proposal with follow-up plan.

"Score this opportunity: [details]" → BANT-Plus qualification score with go/no-go recommendation.

"Help me price [project]" → Three-tier pricing with value framing and payment terms.

"Review my proposal: [paste/file]" → Quality checklist score with specific improvement suggestions.

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