The document that closes.
WHAT ITS PURPOSE IS
Making it easy to say yes.
WHAT IT MUST DEMONSTRATE
That you understood the problem.
WHAT TO LEAD WITH
Their situation, in their words.
WHY
It is the only part proving you listened.
WHAT COMES NEXT
What you propose, briefly What it achieves What it costs What happens next
WHAT TO INCLUDE
Scope, specifically What is excluded Timeline Price and terms What you need from them
WHY EXCLUSIONS
They prevent the assumption that causes disputes.
WHAT TO KEEP SHORT
Descriptions of your company.
WHY
The buyer cares about their problem.
WHAT PROOF TO INCLUDE
Similar work, with outcomes.
WHAT TO AVOID
Template text that does not fit Generic capability statements Jargon Pricing that is hard to find
WHAT TO DO ABOUT OPTIONS
Two or three, with a recommendation.
WHY A RECOMMENDATION
Choice without guidance produces delay.
WHAT TO END WITH
One clear next step, with a date.
WHAT TO DO AFTER SENDING
Arrange to discuss it, rather than waiting.
WHY
Proposals sent and left unread are the commonest way deals die.
WHAT TO ASK IN THAT DISCUSSION
What concerns remain.
