Tips For Persuasive Proposal Writing In Sales

One of the most common mistakes I see in K–12 sales? Assuming “We don’t have the budget” is the end of the conversation. It’s not. It’s the beginning of a better one, if you know how to navigate funding. Most district leaders are juggling a dozen funding sources at any given time. Title I, Title IV-A, CTE, literacy grants, school safety funds, ESSA-based programs, local ballot measures, foundation grants. Most reps don’t know how to bring them into the sales process. If you're selling into education and you're not helping your buyer think through funding strategy, you're forcing them to do all the work and that’s where the deal dies. So what do the best reps do? They ask, “What’s already funded for next year that this might align with?” They say, “Districts like yours have used [specific grant] to cover similar initiatives. Want me to send a breakdown of how that worked?” They build proposals that speak directly to line items and tie to real priorities, not just product features. They don’t just pitch. They translate. They help the buyer connect the dots between what they want to do and how they can afford to do it. Here’s a simple framework that works: Learn the funding sources in your category. Get fluent. Track the application timelines, usage rules, and reporting expectations. Build a one-pager that says “Here’s how you fund this” before they ask. Partner with grant writers, curriculum leads, or fiscal officers—not just the instructional contact. If the funding question is coming at the end of your sales process, you’re late. Bring it into the first conversation. Make it part of your value.

"This looks great, can you send us a proposal?" I used to get SO EXCITED hearing this as an AE ($$$$$!!!) Then I'd send over a 12 page proposal, because more information = easier yes. And then that proposal went to die in someone's inbox. Because it looked like work and nobody’s got time for that. Now when I work with sales teams, here's what we change: 1. Stop treating proposals like closing documents Conversations close deals, not PDFs. The proposal should just summarize what you've already agreed on. If you're using your proposal to convince someone, you’re skipping steps. 2. Do not send a menu Just show exactly what this customer needs, with maybe ONE other option. Make it scannable The people you care about skim for three things: what they get, what it costs, what happens next. 3. Put features/benefits in their language Instead of "Advanced analytics," try "Run monthly reporting in 30 minutes (reduced from 8 hours)” 4. Include the implementation plan Show them exactly what happens in the first 4-8 weeks. Be realistic about what you can do, and what they will need to do. Most deals stall because buyers can't visualize the path forward or it’s not believable. 5. Build it together Share the proposal draft on a call before you send it. Get their input. Handle objections in real-time. Show them what they'll achieve, how it will happen, and what they need to do to get started. My clients are doing this in ~30 minutes per proposal. ————————— 👋 Hi, I'm Monica. I help B2B SaaS founders grow revenue from $1-$10M ARR. If this is you, send me a DM. 

Here’s how I write sales proposals that close deals. [it's not some complicated playbook - you can do it] You've done your discovery. You know how you can be helpful. What do you do next? Don't give them a “here’s what we offer” or “here’s everything we can throw at it.” But instead show them: “here’s how we solve your exact problem.” It is not the time to pitch. Now is when you reflect on the discovery. So the buyer sees their own words in the solution. Here’s how: 1. I restate the problem in their words. - “You said your team is great at relationships, but inconsistent with follow-up.” - “You said you're getting leads, but they aren’t converting.” I want them nodding before they even hit page 2. 2. I clarify what success looks like to THEM, not me. - “You said if you could fix this, you’d see X% more close rate and get your weekends back.” That goes right into the intro. This isn’t about what I offer, it’s about what THEY want. 3. I keep the offer tight and tailored. - 2–3 specific things I’d do. That’s it. - Each one maps back to the exact problem they named. 4. I include pricing options + a next step. - “Based on what we discussed, here are 3 levels of support I can offer." - “Let’s hop on a quick call, just to align and confirm the scope, then we can get started!” No long-winded, bullet-pointed slides. (this kills me) No menu of options and asking them to pick. Just confidence you can help & next steps. TL;DR Here's my Hot Tip: --> Start by making it more about the buyer and what THEY need than about your business and "what you offer."