Sales Proposal Template
1. Cover Sheet (when binding or printing) with confidentiality statement on this page or next one
2. Table of Contents (may not be necessary)
3. Executive Summary – one to two pages maximum. The purpose of this summary is to clearly
state the problem, the impact of the problem, the recommended solution, the impact of the
solution, the investment, and the next steps. This section of the proposal is the most important
to the business executives.
4. Project Technical Brief – one to two pages about the technical details of the project. This is
where you can list all of the options for the solution, illustrations of the end product, and any
relevant charts. Link to the Detailed Scope of Work, if applicable.
5. Financial Investment -- no more than two pages. You may choose to put a timeline here or in
the Technical Brief.
a. Three options with clever, creative titles – highlight the one you recommend
b. Support contract options for the end product
c. Payment terms matched to milestones for the project
6. Deliverables – these are the measures of success for the project. Make sure they are clearly
specified and measurable – there should not be any phrase such as “meets with the approval of
the customer”. Match a timeline to these.
7. Customer Responsibilities and Assumptions about the Project – This is an area where you have
the opportunity to detail what you need in order to be successful and what you understand,
technically, about it.
a. “Services Not Covered by this Proposal” – Companies often do not list what is not going
to be provided. This section is especially important if subjective matters, such as visual
design, are involved. Sometimes this can be combined with the “Assumptions” section.
An example of language in this section is: “our company will provide up to three
prototype designs. Any designs above and beyond these three will be subject to a fee of
___.”
8. Signature Page – both parties and initials on each page
9. “Client Viewable” Scope of Work – does not contain any “secret sauce” and I only recommend
this if the customer requires it as part of the proposal. This would be the full scope of a detailed
