Clarify the buyer’s central challenge and desired result.

Before you write a word, define the strategic question your proposal must answer—what's truly at stake for the buyer? What do they need to solve, change, or achieve? This step aligns your logic with the buyer’s world, not just their RFP.

• Summarize the buyer's current situation and what success looks like for them
• Define the “real” problem beneath the surface specs
• State the specific shift they want to see (from X to Y)

Lay out how you’ll solve the problem—and make the journey feel safe.

Buyers don’t just want a service. They want a process they can believe in. Build a methodology that answers their question clearly, step-by-step—and shows you’ve done this before.

• Break your approach into 3–5 simple, buyer-friendly steps
• Show how each step addresses risk and adds value
• Include a timeline or flow that shows transparency and control

Bridge gaps between multiple decision-makers and stakeholders.

In complex B2B sales, your buyer is rarely one person. Technical leads, project sponsors, finance, and even legal may weigh in. Speak to all of them—not just the one who emailed you.

• Identify 2–4 different buyer roles (e.g., technical, operational, executive)
• State what each one needs to see to say “yes”
• Explain how your proposal meets each of those concerns without contradiction

Define the emotional and business benefits of saying “yes.”

People buy results—not features. Your proposal should make the case for the net gain they’ll get from choosing your team, both practical and intangible.

• Describe the outcome in terms of business value, safety, efficiency, etc.
• Add emotional motivators (peace of mind, reputational gain, job security)
• Make the “why us” story unmistakably clear

Reinforce the right messages and tone throughout the entire proposal.

The best proposals don’t just say the right things—they create a feeling of confidence that builds as you read. Make sure your key themes show up consistently, not just in the executive summary.

• Choose 2–3 core themes (e.g., proactive risk management, cost predictability, team experience)
• Repeat and reinforce those themes in every section: technical, pricing, bios, etc.
• Use visuals, callouts, and tone to match the emotional weight of your message