Sales proposal template you can copy

A good sales proposal has six sections: the client's problem, what you propose, the scope, the price, the timeline and the next step. With that structure, the client knows what they are buying and what they need to decide. Copy the template below and fill in each block.

Template to copy

SALES PROPOSAL FOR [client name]
Date: [dd/mm/yyyy]   Valid until: [dd/mm/yyyy]

1. What you told us
[Two or three sentences on the problem, in the client's own words.]

2. What we propose
[What you will do, in three or four sentences, without jargon and with the result they want.]

3. Scope
- Included: [deliverable 1], [deliverable 2], [deliverable 3]
- Not included: [what is out of scope, written to avoid misunderstandings]

4. Price
- [Item 1]: [amount] (excl. VAT)
- [Item 2]: [amount] (excl. VAT)
- Total: [amount] (excl. VAT)
- Payment terms: [for example, 50% on acceptance and 50% on delivery]

5. Timeline
- Start: [date, or "X days after acceptance"]
- Delivery: [date or milestone]

6. Next step
If this works for you, reply to this email to confirm. We will prepare everything within [X] working days.

[Name and title] · [phone] · [email]

What to write in each section

• Section 1: what you told us. The most important and the most often skipped. Use the client's words. Example (hypothetical): "You told us calls go unanswered when nobody is at the front desk."
• Section 2: what we propose. Describe the result, not only the task. "A web form that creates the contact in your CRM and alerts the team" says more than "install a form."
• Section 3: scope. List what is included and what is not. If you leave it out, the client will imagine more than you are offering.
• Section 4: price. Break it down by line. A single total invites negotiation in the dark.
• Section 5: timeline. Give dates or days after acceptance. "Soon" is not a timeline.
• Section 6: next step. Say what the client needs to do and by when.

Mistakes that lose the deal

• Open-ended scope. If the exclusions are not written down, the first extra request becomes an argument.
• A price with no breakdown. Several items on separate lines let the client accept part of the work.
• No next step. Without a clear action, the proposal sits in the inbox.
• Generic wording. If section 1 could go to any company, the client does not feel listened to.
• Uncontrolled versions. Three PDFs with similar names cause confusion. Keep one dated version and mark older ones as replaced.

Checklist before you send

• Section 1 uses the client's words, not yours.
• The scope says what is not included.
• The price is broken down and the total adds up.
• There is a validity date and a start date or timeline.
• The last paragraph asks for a specific reply.
• The file name includes the date and the client's name.

If you quote and invoice from the same place, Flowgration includes quotes, sales orders and delivery notes. Details are on the invoicing page. For following up when there is no reply, see the sales follow-up email templates, and for organizing open deals, the sales pipeline stages template.

Frequently asked questions

How long should a sales proposal be?

As long as it needs to cover the six sections, usually two or three pages. What matters is that the client finds the price and the next step without searching.

Should the price go in the proposal or in a separate email?

In the proposal, inside the price section. That way everything sits in one document the client can forward to the person who decides.

How long should a proposal stay valid?

Set a specific date, for example 15 or 30 days, and choose the period yourself. If it expires, say in the email that you can update it.

Can I reuse the same proposal for different clients?

Reuse the structure, not the text. Section 1 has to reflect that client and their problem.

What if the client asks for changes?

Update the scope and the price, mark the new version with a date and send it. That way only one version is in circulation.

How do I follow up if there is no reply?

With a short email that adds something new or asks one specific question. The sales follow-up email templates post has examples.