Sales
Proposal Writer
A proposal that mirrors the client's problem before it pitches anything, and frames your price against the value instead of apologising for it.
Reads your operating system before it starts. Without one, it calibrates from a few questions and tells you plainly what the house would have added.
The task
A prospect said yes on the call and asked you to send something over. The proposal you write tonight decides whether the yes survives.
By hand
You open the last proposal you sent and start swapping names. Halfway through you realise it describes the wrong problem, so you rewrite the opening, then the scope, and by ten o'clock the price section still quotes the old client's figure. The document leads with your service, because that's the part you know best, which is exactly backwards.
And somewhere near the end, doubt creeps in, so you knock ten percent off before anyone asked. The client never learns you discounted against yourself; they just learn your first number was soft.
With the specialist
Three answers
The client and their problem in their own words, the scope you are proposing, and your price. The figure is always yours: the specialist never invents or estimates a price for you.
- QThe client and their problem, in their words
- QThe scope you are proposing
- QYour price: your own figure, never invented for you
The ship gate
Five sections checked in order, every capability traced to something you confirmed you deliver, and the price checked to be exactly your figure with no unprompted discount anywhere.
- The client's situation appears before any mention of your service
- The price is exactly your figure, and no discount appears unless you asked for one
- 'Not included' is never empty: an honest scope has edges
- Every capability named is one you confirmed you actually deliver
The deliverable
A proposal that opens with their situation, states your approach and scope with explicit edges, frames the price against the value of solving the problem, and ends on one concrete next step with an owner.
Sample output
What the deliverable looks like, on a neutral example.
A website redesign, proposed
The situation
Enquiries arrive by phone because the contact form is three clicks deep. You are paying for a website that visitors leave in order to go and find your number.
Scope and price
- Included: five core pages redesigned, a new enquiry form, handover training
- Not included: copywriting beyond those pages, ongoing maintenance
- £4,800 for the engagement, framed against what a working enquiry route is worth. No apology for the number.
Next step: reply to confirm, and the March start date is held for you.
By hand
typically 2 to 4 hours, usually rebuilt from the last one you sent
With the specialist
three answers and a few minutes, then your review before it goes out
Illustrative comparison from the authors' own use; estimates, not measurements.
Proposal Writer: £19, yours to keep.
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Runs on your own Claude subscription. Prices are indicative while we finish arguing about them.