Free template · Sales process & deals
The B2B Sales Proposal Template
A short, buyer-focused proposal: situation, goals, approach, scope, investment and next steps.
What's inside
- The seven sections of a proposal that gets signed
- A fill-in proposal template
- Scope and investment tables
- A pre-send review checklist
Who it's for
Founders writing proposals for B2B deals.
Why it matters
A proposal often reaches people who were never on your calls, such as a finance lead or the person who signs. If it is long, full of your own company history or introduces new terms, it gives them reasons to pause. A short document built around the buyer's situation makes it easier for them to approve.
Early-stage founders often write each proposal from scratch, which leads to vague scope and missing terms. A fixed set of sections makes you state what is included and what is not, the timing and the price. That clarity helps avoid disputes after signing and shows the buyer you have listened.
How to use it
- 1Write the situation section using the buyer's own words from discovery, including the problem and what it costs them, in one paragraph.
- 2List three to five goals with how success will be measured, then describe your approach as a short sequence of steps from start to result.
- 3Complete the scope table with each phase or deliverable, what is included and timing, then fill the investment table with items, prices and terms.
- 4Add only real proof in the why us section and write three concrete next steps: sign, kickoff date, and access and onboarding.
- 5Run the pre-send checklist, then book a call to walk the buyer through the proposal instead of only sending it by email.
Read alongside it
- Sales pipeline stages for B2B, explained
- CRM pipeline stages: how to define them
- Sales forecasting for startups: a practical guide
The B2B Sales Proposal Template: FAQ
- What should a B2B sales proposal include?
- Include the buyer's situation, their goals and how success will be measured, your approach, a scope and timeline table that says what is included and not included, the investment and terms, relevant proof and clear next steps to get started. Keep each section short and specific.
- How long should a sales proposal be?
- Short enough that a decision-maker can read it in a few minutes. A paragraph on the situation, a few bullets on goals, half a page on the approach and simple tables for scope and price are usually enough. Length rarely helps if the content was already agreed on calls.
- Should you email a proposal or present it?
- Present it on a call when you can. Walking the buyer through it lets you answer questions as they come up, correct misunderstandings and agree the next step before you hang up. Send the document afterward so they can share it internally.
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