Proposal Structure: Decision-Ready Offer

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

• Proposal tips: https://www.gong.io/blog/sales-proposal/
• Value-based proposals: https://www.alexhormozi.com