How to develop proposals that clients can’t refuse?

You email over a stellar proposal, only to get a reply from the client telling you they’re not interested. You know that you’re the best person for the job – what happened? It doesn’t make sense. You tweak some of the elements, and try again. And again. But what you’re offering just isn’t clicking with the client. Why? 

All independent workers, at one time or another, have found themselves stuck in never-ending proposal limbo. Thankfully, there are a few measures you can take to ensure your proposal resonates and strikes an emotional chord with the client, which increases your chances of sealing the deal. In this article, we’ve gathered tips from professionals like you who have learned how to develop quality proposals that sell. 

Connection, not transaction: Proposals are conversations, not sales pitches

Your proposal isn’t a product to buy so much as it’s an approach to solving a problem. It’s the opening dialogue in a conversation with a client about how you might go about tackling their business challenge.

When you develop your proposals, try to see things from the client’s perspective by using language such as “here’s how I can solve X for you.” This has a very different effect than language centered on yourself and your capabilities.

Openings along the lines of “Here’s why you should hire me” turns the conversation into a sales pitch, takes the focus off the client, and isn’t going to resonate.

Make it unforgettable: Don’t write proposals—design experiences

Another tip from an independent professional was to rethink the physical concept of a proposal. Instead of a wall of text that a busy client has to trudge through, try transforming it into an experience. Consider some of the following ideas:

• Revamping the format and design of the proposal
• Adding audio visual elements, such as a short introductory video
• Creating an interactive pricing model 

With multimedia elements, interactivity, and an eye-catching design, your proposal will grab the client’s interest, forge a deeper connection, and, most importantly, help them understand how you can solve their unique problems. 

For an even stronger proposal, explore the art of storytelling. Learn how you can transform your proposals into compelling narratives that capture client interest.

The psychology of pricing: Don’t be just another cost line item

When someone pays for your services, they’re always receiving something in return. Don’t think of yourself as an expense, but as an investment. While you develop proposals, make sure to finetune your language to reflect this. The price of your services isn’t a “cost,” but rather, a value-driven decision. When you share your pricing, couch it in the context of the benefits that the client will receive, in terms that are meaningful to them and their industry. 

If you know of similar services to yours, you can create a price/value grid that easily compares your services to a low-cost alternative. Lead the pricing information by titling sections with the tangible deliverables or the types of problems you’ll tackle. For example, phrases such as "Go-to-market strategy for 3 new markets" or "6 monthly competitive intelligence reports" directly emphasize the value the client will receive. Headlining with information such as “Tier 1 pricing” or “$10,000 package” — which are terms that only have meaning for you — don’t immediately translate into customer benefits. 

Reverse the script: What clients actually want to hear

Clients want to hire professionals who understand their needs. To that end, always try to lead with the client and what they’re hoping to achieve. If your proposal starts off with a list of your services, reverse your structure now. Instead, start off with an introduction that illustrates what new heights the business could reach after working with you. Once they have an idea of your potential impact, the client will better understand your value and feel more emotionally invested in your services.

The 90-Second Rule: No one reads proposals thoroughly

The unfortunate reality is that most people only skim a proposal prior to making a decision — even high-value proposals for big, meaty problems. Make your proposal as easy as possible to read by breaking up the text and using visual elements such as bullet points, call-outs, and bolding. Have a friend read the proposal in 90 seconds or less, and see if they come away with a good understanding of the value you’ll provide the client. To make sure you’ve done everything you can to make your list readable, take a look at our readability checklist below. 

Conclusion: Don’t aim for perfection, aim for connection

Remember, proposals don’t need to be airtight or flawless. All they need to do is open a dialogue for genuine connection. From our community of independent workers, there’s a growing consensus that the best proposals aren’t the most thorough or polished, but those that forge a strong bond with the client, resonating deeply with their needs and values.  

Readability checklist:

Does your proposal include:

1. Bullet points
2. Call-out boxes
3. Bold or underlined text
4. Sentences with no more than one comma
5. Icons
6. Plenty of white space
7. Little to no adverbs or adjectives
8. Headings and subheadings
9. A single font throughout
10.  Short paragraphs (less than 5 sentences)