You had a great call. The client was interested and said, "Send me the proposal." You sent it that same night. Five days later, still no reply.
It's not always the price. A lot of the time, the proposal didn't make it clear why they should say yes today.
What the client wants to know
A proposal that closes answers these questions in this order:
- Did you understand my problem?
- What exactly are you going to do?
- How do I know you can do it?
- How much does it cost and what's included?
- What happens if I say yes?
If your proposal opens by talking about your agency, your story, and your mission, you've already lost their attention.
Structure of a proposal that closes
1. Their situation in two lines
Write down what you heard on the call, in their words. For example: "You have a salon with a good client base, but your social media has been dormant for months and messages get answered late." The client should feel you listened.
2. The goal
What they want to achieve: more appointments, more WhatsApp messages, a more professional look, a fuller schedule on weekdays.
3. The solution
What you're going to do, in plain language. No technical jargon. If it's a social media plan, say how many posts, what kind of designs, how they're approved, and which days you post.
4. Proof
Examples of similar work. If you sell websites, link to live sites; having a web portfolio with real projects helps a lot. If you sell social media, show a sample calendar.
5. Pricing options
Two or three plans, not just one. That way the client compares your options with each other, not with another agency. See how to do it in how to build service packages for your agency.
6. Next steps
What happens once they accept: payment, brief, start date, first delivery. The more concrete, the easier it is to say yes.
An example of well-written next steps: "If you approve today, I'll send you the payment link, tomorrow I'll send you a short form with your business information, and in the first week you'll have the month's calendar to review." The client sees the whole path and stops imagining complications.
How to present the price
| Do this | Avoid this |
|---|---|
| Plans with a name and a scope | A lone number with no explanation |
| A clear monthly price | "Starting at" prices that are never clarified |
| What's included and what's not | "Everything included" |
| A recommended plan highlighted | Three identical options with no guidance |
| Ad spend listed separately | Mixing your service with the Meta budget |
If you have an introductory promotion, include it with a deadline. One example of a public price with an introductory offer is Professional Brand: $350 a month and $250 the first month for new clients.
Present it, don't just send it
The best proposal is one you walk through on a 15-minute call or video call, sharing your screen. That way you answer questions on the spot and see how the client reacts. If you only send it over WhatsApp, it ends up competing with 50 other messages.
On the call, don't read the proposal. Go over the key points, ask whether what they're seeing makes sense, and let the client talk. When they raise an objection, don't argue right away: ask what's worrying them. Often the objection isn't the price, it's the fear of paying and seeing nothing.
If you can't present it live, at least send a short voice note explaining the option you recommend and why.
Mistakes that make clients stop responding
- A proposal that's too long. Three or four pages is enough.
- No deadline. Make it valid for 7 to 15 days.
- No follow-up. Follow up after two days, and again after five.
- Sloppy formatting. A PDF with your logo and colors is worth more than plain text.
- Promising exact results. Nobody can guarantee sales; explain the method and what you'll measure.
- Sending it to the wrong person. Make sure the person receiving the proposal is the one who decides and pays.
After the yes: don't promise what you can't deliver
A proposal is also a commitment. Everything you put in it, the client is going to ask for. So before you send it, confirm your production can deliver it within the timelines you're offering. And put the scope in writing, as we explain in contracts, scope, and expectations.
If you produce with a white label team, you can offer services you didn't have before (websites, ads, AI for WhatsApp) knowing exactly how long they take and what they cost you.
Do you have an agency or work on your own? We are your production team.
You sell and bill under your brand; we handle social media, ads, websites, AI and support at agency pricing. Your client never knows we are behind it.
Your template for today
Take your last proposal and rewrite it with this structure: situation, goal, solution, proof, options, and next steps. Present it on a short call and follow up. If you want to add services to your proposals with a team behind you, message us on WhatsApp for the agency price list.
Frequently asked questions
What should an agency sales proposal include?
The client's situation, the goal, the solution explained simply, examples of your work, two or three pricing options, and the next steps.
How many pricing options should a proposal have?
Two or three, with one marked as recommended. That way the client compares your plans with each other, not with another agency.
When should I follow up if the client doesn't respond to the proposal?
After two days, and again after five. Give the proposal an expiration date so they have a reason to decide.
