A great proposal isn't a price list—it's a document that helps potential clients see their future transformation and trust you to deliver it. Here's how to write proposals that close.
Before You Write
The proposal should feel like a natural next step, not a surprise. Before sending:
- You've had a thorough discovery call
- You understand their goals deeply
- They've expressed interest in working together
- You've discussed investment range
Proposal Structure
1. Executive Summary
Brief recap of their situation and goals. Show you listened and understood.
2. The Opportunity
What's possible for them? Paint a picture of success. Use their own language and aspirations.
3. The Challenge
What's in the way? Acknowledge the obstacles without dwelling on them.
4. The Solution
Your coaching program. Explain what's included and why each component matters for their goals.
5. The Investment
State your price confidently. Include payment options if available.
6. Next Steps
Make it crystal clear how to move forward. Include a deadline if appropriate.
Proposal Best Practices
- Keep it concise - 2-3 pages maximum
- Make it visual - Use formatting to aid scanning
- Personalize - Never send a generic template
- Focus on them - More "you" than "I"
- Include social proof - Testimonials or results
Following Up
Don't send and disappear:
- Follow up within 2-3 days
- Ask if they have questions
- Offer to walk through it together
- Have a deadline for the offer
Stronghold lets you create and send branded proposals with built-in payment acceptance, so clients can review and commit in one click.