A proposal is not a formality. It is your last chance to make the case before the client decides. Yet most proposals read like capability statements - all about you, nothing about them.
The best proposals feel like a conversation continuation. They reflect back what the client told you, connect those problems to your solution, and make the next step feel inevitable. This framework shows you how to prompt AI to create proposals that close.
Write a proposal for a web development project.
Write a client proposal for a website redesign project. CLIENT CONTEXT: - Company: GreenTech Solutions (B2B SaaS, 50 employees) - Decision maker: Sarah Chen, VP Marketing - Current problem: Website converts at 0.8%, industry avg is 2.5% - Discovery insights: She mentioned their sales team complains about lead quality - Budget range: $30-50K discussed - Timeline pressure: Need it live before Q2 trade show MY CONTEXT: - We specialize in B2B SaaS conversion optimization - Similar project for CloudMetrics: increased conversions from 1.1% to 3.2% - Our unique approach: We start with customer interviews, not wireframes PROPOSAL SECTIONS NEEDED: 1. Executive summary (1 paragraph, client-focused) 2. Problem statement (reflect their challenges) 3. Proposed solution (with milestones) 4. Investment and timeline 5. Why us (differentiation) 6. Next steps CONSTRAINTS: - Use "you/your" more than "we/our" - Include specific numbers where possible - Keep total length under 3 pages - Make the ROI calculation explicit
Anatomy of a Winning Proposal
Every effective proposal answers five questions in the client's mind:
- Do they understand my problem? - Your problem statement proves you listened.
- Can they actually solve it? - Your solution section shows the path.
- Why them over alternatives? - Your unique approach section differentiates.
- What will it cost and take? - Your pricing removes friction.
- What happens if I say yes? - Your next steps make action easy.
Insight
The VALUE Framework
Structure every proposal around VALUE: Vision alignment, Analysis of needs, Logistics and timeline, Unique approach, and Expected outcomes.
Vision Alignment
Analysis of Needs
Logistics and Timeline
Unique Approach
Expected Outcomes
Pro Tip
Executive Summary
The executive summary is often the only part decision-makers read in full. Make it count. Lead with their problem, not your solution.
Write an executive summary for a client proposal. CLIENT SITUATION: - Company: [CLIENT NAME] - Industry: [INDUSTRY] - Key challenge: [MAIN PROBLEM they shared in discovery] - Impact of problem: [BUSINESS COST - revenue, time, reputation] - Desired outcome: [WHAT SUCCESS LOOKS LIKE TO THEM] MY SOLUTION: - Core approach: [ONE SENTENCE on how you solve it] - Key deliverables: [TOP 3 DELIVERABLES] - Timeline: [DURATION] - Investment: [PRICE OR RANGE] WRITE AN EXECUTIVE SUMMARY THAT: 1. Opens with their challenge (not our capabilities) 2. Acknowledges the business impact 3. Previews the solution in one sentence 4. States the expected outcome with specificity 5. Ends with the investment and timeline CONSTRAINTS: - One paragraph, 4-6 sentences - Use their language from discovery calls - Include at least one specific number - Avoid jargon and buzzwords
Problem Statement
The problem statement proves you understand their world. Reflect back what they told you, then add insights they might not have articulated.
Write a problem statement section for a client proposal. WHAT THE CLIENT TOLD US: [Paste key quotes or paraphrased insights from discovery] SYMPTOMS THEY MENTIONED: - [SYMPTOM 1] - [SYMPTOM 2] - [SYMPTOM 3] ROOT CAUSES WE IDENTIFIED: - [CAUSE 1] - [CAUSE 2] BUSINESS IMPACT: - Quantified cost: [DOLLAR AMOUNT or METRIC if known] - Qualitative impact: [TEAM MORALE, CUSTOMER EXPERIENCE, etc.] WRITE A PROBLEM STATEMENT THAT: 1. Acknowledges the symptoms in their words 2. Diagnoses the underlying causes 3. Quantifies the impact where possible 4. Creates urgency without being manipulative 5. Sets up our solution as the logical next section TONE: Empathetic consultant, not lecturer LENGTH: 2-3 paragraphs
Warning
Proposed Solution
The solution section is where you show the path from their current state to their desired outcome. Structure it as phases or milestones, not a feature list.
Write a proposed solution section for a client proposal. PROJECT OVERVIEW: - Type: [CONSULTING / IMPLEMENTATION / RETAINER / etc.] - Duration: [TIMELINE] - Key phases: [LIST MAJOR PHASES] FOR EACH PHASE, INCLUDE: Phase 1: [NAME] - Objective: [WHAT WE ACCOMPLISH] - Activities: [WHAT WE DO] - Deliverables: [WHAT THEY GET] - Duration: [TIME] - Their involvement: [WHAT WE NEED FROM THEM] CONSTRAINTS: - 3-5 phases maximum - Each phase should have a clear outcome - Include client responsibilities (builds buy-in) - Use their language for deliverables - Make it scannable with headers and bullets FORMAT: Clear hierarchy with phase names as headers, followed by structured details.
Pricing Section
Pricing should never be a surprise. Anchor it to value, not hours. Show what they get, not what it costs you.
Create a pricing table for my services.
Write a pricing/investment section for my proposal. PROJECT VALUE: - Problem cost to client: [ESTIMATED ANNUAL COST OF THEIR PROBLEM] - Expected outcome: [QUANTIFIED RESULT - revenue, savings, time] - ROI timeline: [WHEN THEY SEE RETURNS] PRICING STRUCTURE: - Total investment: [AMOUNT] - Payment terms: [UPFRONT / MILESTONES / MONTHLY] - What is included: [SCOPE ITEMS] - What is not included: [EXCLUSIONS] OPTIONAL ADD-ONS (if applicable): - [ADD-ON 1]: [PRICE] - [ADD-ON 2]: [PRICE] WRITE A PRICING SECTION THAT: 1. Reframes cost as investment 2. Anchors to the value/ROI, not the effort 3. Lists exactly what is included 4. Clarifies what is not included (prevents scope creep) 5. Explains payment terms clearly 6. Includes any guarantees or risk-reducers AVOID: - Hourly breakdowns (unless required) - Justifying the price defensively - Discount offers (weakens positioning)
Pro Tip
Proposal Types
Different engagement types need different proposal structures. Here are templates for the most common scenarios.
Best for: Ongoing services, fractional roles, advisory relationships
Write a retainer proposal for [SERVICE TYPE]. RETAINER DETAILS: - Monthly investment: [AMOUNT] - Included hours/deliverables: [SCOPE] - Contract term: [DURATION] - Rollover policy: [IF APPLICABLE] STRUCTURE: 1. Strategic context (why ongoing support matters) 2. Monthly scope and deliverables 3. Communication cadence (meetings, reporting) 4. Investment and terms 5. How to pause or end (reduces commitment fear) 6. Getting started EMPHASIZE: - Consistency and momentum benefits - Priority access and response times - Cost savings vs. project-based work
Best for: Defined deliverables, fixed timelines, one-time engagements
Write a project proposal for [PROJECT TYPE]. PROJECT PARAMETERS: - Fixed price: [AMOUNT] - Duration: [TIMELINE] - Key milestones: [LIST] - Final deliverable: [WHAT THEY GET] STRUCTURE: 1. Project overview and objectives 2. Scope of work (detailed phases) 3. Timeline with milestones 4. Investment and payment schedule 5. What we need from you (client responsibilities) 6. Terms and conditions 7. Acceptance and next steps EMPHASIZE: - Clear boundaries (what IS and IS NOT included) - Milestone-based payments tied to deliverables - Change request process
Best for: Strategy work, assessments, recommendations
Write a consulting proposal for [ENGAGEMENT TYPE]. ENGAGEMENT SCOPE: - Focus area: [STRATEGY / ASSESSMENT / OPTIMIZATION] - Duration: [TIMELINE] - Primary deliverable: [REPORT / ROADMAP / RECOMMENDATIONS] - Presentation: [HOW FINDINGS ARE DELIVERED] STRUCTURE: 1. Engagement context and objectives 2. Our approach and methodology 3. Information we will need (interviews, data access) 4. Deliverables and presentation format 5. Timeline 6. Investment 7. Optional: Implementation support (upsell) EMPHASIZE: - Methodology credibility - Stakeholder involvement plan - Actionable outputs (not just a report)
Best for: Marketing, design, content, development work
Write an agency proposal for [CREATIVE PROJECT]. PROJECT DETAILS: - Deliverables: [SPECIFIC OUTPUTS] - Creative direction: [BRIEF SUMMARY] - Revisions included: [NUMBER] - Licensing/ownership: [TERMS] STRUCTURE: 1. Creative brief recap (prove you understood the ask) 2. Our creative approach 3. Deliverables with specifications 4. Timeline and feedback rounds 5. Investment (including revision policy) 6. Licensing and ownership terms 7. Production timeline 8. Next steps EMPHASIZE: - Creative vision and rationale - Clear revision/feedback process - Ownership and usage rights
Common Mistakes to Avoid
These errors kill proposals. Include them in your AI prompts as constraints.
Making it about you
“We have 15 years of experience...” - They care about their results, not your resume. Lead with their problem, not your credentials.
Price without context
Dropping a number without connecting it to value. Always anchor price to ROI or the cost of inaction.
Vague deliverables
“We will provide strategic guidance...” - Be specific. “You'll receive a 20-page roadmap with prioritized recommendations.”
No clear next step
Ending with “Let us know if you have questions.” Always tell them exactly what to do to move forward.
One-size-fits-all
Using the same template without customization. Every proposal should reference specific details from your discovery conversations.
Pro Tip
Following Up After Sending
Most proposals die in silence. A strategic follow-up sequence keeps momentum without being pushy.
Day 0: Send with context
Email the proposal with a 2-sentence summary. Suggest a call to walk through it together.
Day 2-3: Check receipt
Brief email confirming they received it. Ask if any sections need clarification.
Day 5-7: Add value
Share something relevant - an article, case study, or insight related to their challenge.
Day 10-14: Direct check-in
Ask directly about timeline and decision process. Offer to address stakeholder questions.
Day 21+: Permission to close
If no response, ask if priorities have changed. Give them an easy out - it often restarts the conversation.
Write a follow-up email for a proposal I sent [X] days ago.
CONTEXT:
- Proposal sent: [DATE]
- Client: [NAME at COMPANY]
- Project: [BRIEF DESCRIPTION]
- Last interaction: [WHAT HAPPENED]
- Any signals: [OPENED EMAIL? ASKED QUESTIONS?]
FOLLOW-UP TYPE: [Choose one]
- Receipt confirmation (Day 2-3)
- Value-add touchpoint (Day 5-7)
- Timeline check-in (Day 10-14)
- Permission to close (Day 21+)
WRITE AN EMAIL THAT:
- Acknowledges their busy schedule without being apologetic
- Adds value or asks a specific question
- Makes it easy to respond (yes/no question works)
- Has a clear but low-pressure CTA
CONSTRAINTS:
- Under 100 words
- No guilt language ("just following up", "circling back")
- Sound helpful, not desperateWarning
Next Steps
You have the framework. Now build proposals that win. AskSmarter.ai guides you through creating custom proposals with questions about your client, project, and unique approach.
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Case Studies and Social Proof
Case studies answer “Have you done this before?” Choose examples that mirror the client's situation.