Copy-paste template
Business proposal template for B2B services
A business proposal template with seven fill-in sections, ordered the way a client actually makes a buying decision rather than by document convention.
In short
- The template is a starting point, not a form — cut any section you cannot fill with specifics.
- Replace more than the names: bracketed sentences need your numbers.
- The same template works for an agency, a software house, a consultant and a services firm.
- Section one carries the most weight; without it the rest reads like a price list.
The business proposal template
Below is the full template. Text in square brackets is where your data goes — if you cannot fill one with a specific, that is a signal you are missing information from the call, not that the section is unnecessary.
1. Diagnosis — what we understood from the call
"On [date] you said that [exact quote of the problem]. Today [the current process in one or two sentences], which costs you [number: hours / jobs / losses per month]. The biggest risk you named was [risk]."
2. What changes
"After [name of the solution], [the process] looks like this: [three or four steps of the new process]. The measurable effect: [metric] from [value today] to [value after]. First visible result: [timeframe]."
3. Scope of work
"In scope: [four to seven specific items, each an outcome rather than an activity]. Out of scope: [two to four things the client might reasonably ask about]. On your side: [what you need from the client, and when]."
4. Investment
"[Option A — name]: [amount]. Includes [scope]. [Option B — name]: [amount]. The difference: [exactly what is added]. For reference: the current way of working costs you [cost of inaction from section 1] per year."
5. Why us
"[Client in a comparable situation] had [the same problem]. We did [specifically what]. After [period]: [result with a number]. How it maps to your situation: [one sentence]."
6. Questions you raised
"[Objection 1 from the call] — [answer in two or three sentences]. [Objection 2] — [answer]. [Objection 3] — [answer]."
7. Next step
"If the scope looks right, I suggest starting [specific date]. A reply to this email is enough to hold the slot. If [role] is part of the decision, I am happy to answer questions on a short call [proposed time]."
How do you use this template without sounding like a form?
Every template shares one weakness: filled in without context, it produces a proposal that looks like a filled-in template. Three habits are enough to avoid it.
Quote, do not paraphrase
In section 1, use the client's literal words from the call. A paraphrase sounds like your marketing; a quote sounds like understanding.
Cut what you cannot fill
A 'why us' section with no concrete case hurts more than it helps. Six strong sections beat seven with one hollow.
Run the interchangeability test
Read the finished proposal and mark every sentence that would fit another client unchanged. That is precisely what the client reads as noise.
How does the template differ for agencies, software houses and consultants?
The structure stays the same; the center of gravity moves. It is worth knowing where your deal is actually won.
| Type of firm | The deciding section | What to strengthen |
|---|---|---|
| Marketing / creative agency | What changes | A business metric rather than campaign metrics |
| Software house | Scope and out of scope | Assumptions, risks, and what happens when requirements change |
| Consultant / advisor | Diagnosis | Precision of the diagnosis — it is the entire product |
| Services / contracting firm | Investment | Options, clear price boundaries, delivery dates |
The template, filled in for you
Instead of filling this in by hand — paste the call transcript
Proposals fills exactly these sections with context from your call, tags the source of every passage, and publishes the proposal as a page at one link.
Proposal template FAQ
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Updated: August 12, 2026