How to Write a Proposal That Gets Approved: Expert Guide [2025]

Successful proposals need more than just fancy formatting or technical jargon. Teams applying the right proposal strategies achieve a 45% win rate on average. Shipley Associates reports their clients' success rates improve by 40-60% through proven proposal writing methods.

A good proposal serves as a persuasive document that can determine your deal's outcome. Research shows proposals with visuals close 72% more deals and secure them 20% faster than text-only versions. Evaluators prefer shorter proposals and often review them first. Your proposal should be clear, client-focused, and compelling to outshine competitors who submit documents that clients avoid reading.

This piece outlines practical tips and proven methods to create proposals that win business. You'll discover the NOSE structure (Need, Outcomes, Solution, Evidence) and frameworks that help create winning proposals. These strategies boost your approval rates for both RFP responses and unsolicited pitches.

Understand What Makes a Proposal Work

A winning proposal creates new opportunities. It's more than just another business document. Your proposal works as your main tool to win projects, get funding, or receive approval for your ideas. Let's get into what makes proposals work and the quickest way to craft one that gets results.

What is a proposal and why it matters

A proposal is a persuasive document that convinces an organization to buy a product or service, secure funding, or approve a project. A business plan guides your internal strategy, but a proposal looks outward. It focuses on persuading others to take action.

This difference is crucial. Your proposal must show how you'll solve a specific problem instead of just listing business goals. Consider it your chance to show value before a client signs on the dotted line.

Your industry determines the type of proposal you need. Service businesses use them as vital sales tools to attract new work and stand out from competitors. Consultants create proposals to define project scope and deliverables, while grant seekers write them to get research funding.

Whatever your field, a well-crafted proposal helps you:

• Outline clear goals and solutions
• Establish credibility with potential clients
• Position your approach as superior to alternatives
• Create a framework for project execution

Types of proposals: solicited vs unsolicited

Proposals typically fall into two categories: solicited and unsolicited.

Solicited proposals respond directly to a client's request. These come in several forms:

• Request for Proposal (RFP) - Formal documents issued when clients need detailed solutions for complex needs
• Request for Quotation (RFQ) - Used when clients know what they want and we're concerned with pricing
• Invitation for Bid (IFB) - Common for services like construction where detailed specifications exist

The good news? Your potential client wants to buy and actively looks for solutions. The catch? You're competing with several other vendors.

Unsolicited proposals arrive without a formal request. These proactive pitches showcase your solutions to prospects who haven't asked for them. They need stronger persuasion since the client hasn't set aside budget for your solution.

These proposals face less competition, though clients might not read them. The secret lies in tailoring them to the client's specific needs—generic unsolicited proposals become just another brochure.

What clients really look for

Every proposal reviewer asks: "Does this solve my problem?" Clients review proposals based on several key factors.

They first check if your solution tackles their needs head-on. Use their language and priorities in your proposal to show you understand their challenges.

Next, they get into how reasonable your costs are against the proposed scope. Reviewers want your budget to match the outlined work and judge if your pricing makes sense for the predicted results.

Your timeline must align with their constraints. Unrealistic schedules raise concerns, as reviewers expect your proposed methodology to match the allocated time.

Clients want proof that you can deliver. Case studies, testimonials, and measurable results from past work build trust in knowing how to execute. Numbers and real examples make your proposal stronger than generic claims.

Note that proposals matching solutions to specific client needs always beat generic templates.

Start With the Client, Not Yourself

Your proposal should focus on what the client will get rather than what you can do. Client-centered proposals are 40-60% more likely to win business. Most writers make the mistake of talking too much about themselves instead of addressing client priorities.

Use customer-focused language

The words you choose reveal whether you genuinely care about client success. A quick way to check this is to count "we" and "our" statements on each proposal page. Too many self-references show you're not focusing enough on client needs.

Make your writing more effective by:

• Writing "you will get" instead of "our approach is"
• Saying "this will be better for you" rather than "we can do this well"
• Mentioning the client's name more often than yours
• Speaking directly to readers with "you" statements when it fits

The right language shows you understand the client's perspective. One expert puts it simply: "hearing you blather on about yourself is a customer turnoff". Even when discussing qualifications, emphasize how your experience helps the client rather than just listing what you've done.

Identify the client's pain points

Pain points represent specific problems that make your prospective clients' work harder, more expensive, or less efficient. You can discover these challenges by asking targeted questions:

• "What business challenges do you face?"
• "What prevents you from hitting growth targets?"
• "Which tasks should you eliminate to focus on value?"
• "Which processes create the most friction in your organization?"
• "How would you improve your current solution?"

Direct conversations give more practical insights than numbers alone because pain points vary by individual. Pay attention during client discussions and don't just rely on demographics, since people often differ from typical profiles.

Note that clients might not always recognize their own pain points. You might need to help them identify problems they haven't clearly expressed.

Match your solution to their goals

A good proposal shows how your offerings directly support the client's strategic vision. This means understanding both immediate needs and future objectives.

Research their mission, values, and business priorities first. Look through their annual reports and strategic plans to find growth targets and main challenges. During meetings, ask:

• "How do you define success?"
• "What would your situation look like after solving this problem?"
• "What plans do you have for growth?"

Connect your solution directly to these goals. If cost efficiency matters most, highlight how your approach saves money without compromising quality. For clients who value breakthroughs, showcase new solutions to ongoing challenges.

Lining up with their objectives positions you as a strategic partner instead of just another vendor. This strategy consistently works better than proposals that only list services or capabilities.

Structure Your Proposal for Clarity and Impact

Your proposal's structure can determine whether you get approved or not. A well-laid-out proposal helps readers follow your ideas smoothly and makes it easier to get a "yes." You should stick to any given formats. If none exist, this proven structure will help maximize your success.

Cover page and executive summary

The cover page sets your first impression, so it needs to look clean and professional. Put the client's name, your company details, submission date, project title, and contact information. This simple start creates the right tone for what comes next.

The executive summary isn't just a recap - it's your chance to show why your solution fits perfectly. It should:

• Start with a hook that grabs attention
• Show the client's challenge or problem
• Spotlight your solution and its benefits
• Show what makes you the best choice
• Close with a strong call to action

Keep it to 1-2 pages and write it after finishing your full proposal.

Problem and solution overview

This part shows you understand your client's situation and how you'll help them. Start by pointing out their challenges - this proves you've listened and get what they need.

Numbers and research help confirm the problem's importance. Then clearly show how your approach tackles these issues. Don't just list features. Focus on what clients will gain and how it helps them.

Deliverables and timeline

Show exactly what clients get and when they'll get it. Split your project into phases with clear milestones, who's responsible, and completion dates. This clear roadmap lets clients see how the project will progress.

Put deliverables in a simple table. Include columns for milestones, specific items, due dates, and team members in charge. Describe each deliverable thoroughly to avoid confusion about what's included.

Pricing and investment

Name this part "Your Investment" instead of "Costs" to emphasize value. List prices clearly and explain what each fee includes. Proposals with pricing details work better - 97.6% of successful proposals include detailed pricing.

Make sure your costs match your proposed work - reviewers look for this consistency.

Terms and sign-off

Think of terms and conditions as your proposal's safety net. Include these key parts:

• What each party needs to do
• Exact project scope
• Rules for cancelation
• When and how payments happen
• Protection clauses

End with a clear signature section and next steps to speed up approval.

Proposal Writing Tips That Actually Work

Your word choice can change an ordinary proposal into a compelling business case. A few tweaks to your writing style will make your proposal more effective.

Start with benefits, not features

Emotions drive buying decisions first, logic comes later. Your proposal should focus on what clients will gain rather than your deliverables. A good proposal answers "why?" questions—the reasons this approach fits, the reasons clients should trust you, and the reasons your solution justifies the investment.

Make outcomes stand out by turning feature statements into benefit statements:

• Instead of: "Our solution has 24/7 monitoring"
• Write: "You'll never face undetected system issues, even at 3 AM"

Use active voice and simple words

Active voice makes writing more decisive, persuasive, and confident. Your sentences become shorter and easier to read. Compare:

• Passive: "The implementation will be completed by our team"
• Active: "Our team will complete the implementation"

Simple language helps readers understand and remember your proposal. Everyday words work better than complex ones—"try" works better than "attempt" and "about" beats "it was determined".

Avoid jargon and long paragraphs

Jargon rarely impresses readers; it creates confusion instead. A NewBase survey shows 83% of senior global marketing professionals believe extra jargon adds complexity rather than clarity.

Your proposal becomes more readable when you:

• Keep paragraphs short with 2-3 sentences
• Explain technical terms that you must use
• Apply the 13-year-old test: a teenager should understand it

Include proof: case studies, data, testimonials

Case studies prove you can deliver results. They show your track record of solving similar problems successfully.

Effective case studies stay brief (one page maximum), easy to scan, and results-focused. A client's direct quote about improved business outcomes becomes invaluable. The case studies should match your prospect's specific challenges—generic examples fall flat.

Write with empathy and confidence

Proposals that show empathy connect emotionally with evaluators by proving you understand their needs and motivations. This builds trust and boosts your success rate.

Your solution should reflect the client's language and terminology. Present your ideas with confidence but stay humble, showing your commitment to addressing their unique challenges.

Design and Follow-Up: The Final Touches

Visual elements make your proposal memorable and persuasive. Adding images to your proposal can boost the close rate by 23%. Proposals with videos are 41% more likely to close and do so 26% faster. These final touches reshape the scene by turning your document from a wall of text into something that grabs attention.

Use visuals and captions to support your message

People remember 80% of what they see compared to just 20% of what they read. Good design isn't just about esthetics—it helps communicate information better. Tables work best for complicated pricing, charts show data clearly, and icons reinforce key messages.

Simple labels like "Figure 1" don't add value. Your captions should drive action and help evaluators grasp the visual's importance. The visuals should sit next to related content rather than scattered through your document.

Add team photos or product images

Real people's photos build trust. Your proposal should include headshots of team members who will work with the client. This creates a connection that goes beyond business benefits.

High-quality product photos throughout your proposal make a difference. They help customers feel confident about their purchase decision. Service businesses can showcase previous work samples or team photos with past clients.

Include a short video if possible

A quick video explains complex ideas better than pages of text. Videos show tone and body language that help create rapport when face-to-face meetings aren't possible.

The video must be short and professional. You can showcase your team, demonstrate products, or include client testimonials. Even relevant third-party videos can boost your proposal if they support your message.

How and when to follow up after sending

Three days makes the perfect waiting period—any sooner feels pushy, while later risks being forgotten. Watch engagement signals like email opens or clicks to time your follow-up right.

Your follow-up message should be short, highlight benefits, and feel personal. Give multiple ways to contact you and remind them about your proposal's main points. Smart automation tools can schedule these follow-ups so you never miss a chance to reconnect.

Conclusion

Writing proposals that get approved isn't rocket science - it's about understanding what clients truly need. You've seen how client-focused approaches dramatically boost success rates. A logical document structure makes it easier for decision-makers to say yes.

The numbers tell a compelling story. Teams that implement proper proposal strategies achieve a 45% win rate. Visual elements make proposals 72% more likely to close deals. These figures represent real-life business opportunities you can capture by improving your proposal techniques.

A proven path forward exists through the NOSE framework (Need, Outcomes, Solution, Evidence). Your starting point should be the client's pain points. Show clear benefits instead of features and back everything with solid proof. The proposal should weave a compelling story that connects emotionally while addressing logical concerns.

Appearance plays a crucial role. Clean layouts, strategic visuals, and even short videos change mundane documents into persuasive business tools. The right follow-up timing - neither too soon nor too late - helps maximize your approval chances.

The time has come to write your next winning proposal. Apply these lessons you've learned and watch the results unfold. The distinction between filed-away proposals and approved ones often depends on these powerful yet simple techniques. Your next client awaits - demonstrate that you understand their needs better than your competition.