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Proposal Structure: Decision-Ready Offer

Day 25 of 30 · B2B Sales 2026 Masterclass

Write a one-page proposal that enables a decision: goal, scope, time, risk, proof, next step.

Learning Goal

  • Draft a one-page proposal (goal, scope, time, risk, proof, next step).
  • Set 3 required CRM fields for the proposal stage.
  • Write a decision email template.
  • Create a red-flag list (what makes proposals slip).
  • Use AI to insert proof/summary blocks.
  • Define a review/signoff path.

Why It Matters

  • A proposal is a decision doc, not a PDF dump.
  • Risk handling and clear next step reduce slip.
  • Strong structure shortens negotiation.

Explanation

Core blocks

  • Goal and expected impact.
  • Scope (in/out).
  • Timeline and milestones.
  • Pricing + discount rules (if any).
  • Risk handling (assumptions, exclusions).
  • Proof (numbers, short case).
  • Next step (decision email CTA).

Red flags

  • No decision maker looped.
  • No risk/assumption section.
  • No next step or date.

Examples

Bad: “Here’s the price, waiting for you.” – no goal/risk/next step.

Good: One-page decision doc with proof and a clear decision deadline.

Guided Exercise (10–15 minutes)

  1. Write the one-page proposal using the blocks.
  2. Write the decision email template.
  3. Set 3 required CRM fields (scope, decision date, next step).

Independent Exercise (5–10 minutes)

Apply to one live deal, send with the decision email.

Self-check

  • Proposal draft ready.
  • Decision email template ready.
  • CRM fields set.
  • Applied to one deal.

Optional Deep Dive