A proposal is a formal document or presentation that outlines a recommended solution, offering, or plan in response to a prospect’s needs or request, typically during the later stages of a sales process. Its purpose is to persuade the buyer by clearly presenting how a product or service meets their requirements.

A proposal usually includes:

• A summary of the client’s needs or challenges
• A tailored solution (products/services offered)
• Pricing and terms
• Deliverables, timelines, and scope of work
• Social proof (e.g., case studies, testimonials)
• Next steps or a call to action

Proposals are often used in B2B settings in response to RFPs (Requests for Proposals) or following discovery calls or demos.