Driving growth with a sales proposal process

Sometimes it's the simplest ideas that can make the biggest impact.

In our own business, I’m currently in the process of procuring some external expertise and services. Like most companies, this involves the usual steps: searching Google for specialists, asking for referrals from trusted contacts, having discovery calls or meetings, and finally, receiving proposals.

As someone deeply involved in sales strategy, I can’t help but analyse how these business owners, salespeople, or consultants handle the sales process.

And the truth is, I'm left disappointed 9 times out of 10.

Here’s the thing: most sales proposals fail not because of price, timing, or even product fit. They fail because of how they’re presented - or, more accurately, how they aren’t presented.

Where Most Sales Proposals Go Wrong:

“I’m just following up on the proposal”

Here are some of the common mistakes I’ve noticed - and why they’re deal killers:

1. Failing to Call Back the Problem

Most sellers fail to properly restate the client’s problem or clearly articulate how they’ll solve it. If listening and documenting the client's issues were your priority (it should be) during the sales call/discovery process, you should have pages of notes on the problem. This is a huge missed opportunity. By mirroring the client’s pain points and demonstrating how you can deliver specific value, you show that you genuinely understand their needs. Without this, the proposal becomes generic and uninspired.

2. Slow, Sloppy Responses

How you do something is how you do everything. A slow or poorly written response signals disorganisation, lack of professionalism, and low urgency. Why should clients trust you with their business if you can’t be prompt and polished during the sales process?

3. Generic Proposals

I often see one-page or cookie-cutter proposals that lack depth, personalisation, and effort. Your proposal is your chance to stand out and show that you’ve invested time in the client’s needs. Generic proposals send the message that "you’re just another deal to me".

4. No Differentiation

Price becomes the only deciding factor when every proposal looks and feels the same. If you want to win more deals, you have to stand out. Be creative. Be unique. Show that you’ve thought about their problem in a way others haven’t.

5. Sending Proposals Without a Review

The biggest mistake is emailing the proposal and hoping the client reads it, understands it, and moves forward. This passive approach leaves the client with unanswered questions or objections that could kill the deal. This is the cause of many a salesperson sitting in a sales pipeline meeting with their manager saying, “I’ve been following up,? but they must be away”...... no you’ve lost control of the deal.

What happens when you email a proposal? Yes, some will be lucky, but others will sit in an inbox with the buyer's best intentions. The buyer is busy with a list of priorities, and while that thing you're providing needs doing, it may not be the number one priority. As the seller, you haven’t ’carved out’ the time to go through it and complete the deal together. Remember, you are probably one of several proposals the potential buyer has received.

How to Fix Your Sales Proposals

If you’re tired of losing deals, it’s time to rethink your sales approach. Here’s how to fix these common mistakes and start winning more business:

1. Control the Sale, But Don’t Sell

Your job isn’t to push or trick the client into a decision—it’s to guide them to a solution. Be a trusted advisor. Help them understand their problem better, show them what’s possible, and make it easy for them to buy.

2. Never Send the Proposal—Present It

This is my number one rule: never email the proposal. Instead, you can just schedule a meeting to review it together (in person increases your chances; video call only if necessary). This gives you the opportunity to:

? Walk them through your solution.

? Clarify any details or objections.

? Reiterate the value you’re providing.

I want you to know that clients will feel more confident moving forward because they fully understand your offer.

3. Personalise Everything

Make the client feel like they’re your only customer. Reference specific details from your conversations. Show that you understand their business, their challenges, and their goals. A personalised proposal demonstrates effort, attention to detail, and a commitment to their success.

4. Act with Speed and Professionalism

Time kills deals. Please respond quickly, follow up quickly, and always maintain high professionalism. How you handle the sales process is a preview of how you’ll handle the project.

5. Focus on Outcomes, Not Features

Don’t just tell the client what you’ll do—show them what they’ll get. Frame your proposal around results, outcomes, and the value you’ll deliver. Clients care less about your process and more about how it impacts their bottom line.

Final Thoughts

Winning deals isn’t about being the cheapest or the loudest. It’s about being the most helpful, trustworthy, and professional option.

To stand out in a crowded marketplace, focus on creating an exceptional buying experience. Guide the client, present your proposal, and show them why you’re the right choice.

The next time you’re about to email a proposal, stop (and slap yourself across the head).

Instead, schedule a meeting, take control of the process, and help the client say yes.

By mastering these principles, you’ll close more deals—and your clients will thank you.