Skip to main content

Appendix D1 — Proposal Structure Templates

Purpose of This Appendix

This appendix defines the standard structure for sales proposals.

Proposals are not marketing documents.
They are decision documents.

SalesOps uses proposal structure to:

  • reinforce discovery outcomes
  • reduce decision friction
  • prevent late-stage confusion
  • align expectations before commitment

A well-structured proposal makes the decision easier — not louder.

Proposals Must Reflect Discovery

SalesOps requires that proposals:

  • restate what was learned
  • reflect buyer language
  • align with defined success criteria

Proposals must never introduce new ideas.

If the buyer learns something new in the proposal, discovery was incomplete.

The SalesOps Proposal Spine

Every proposal follows the same structural spine:

  1. Context & Objective
  2. Problem Summary
  3. Proposed Solution
  4. Scope & Boundaries
  5. Investment & Terms
  6. Decision Path & Next Steps

This spine does not change — only the depth does.

1. Context & Objective

Purpose: Anchor the proposal to the buyer’s reality.

Includes:

  • brief restatement of why this exists
  • confirmation of goals
  • acknowledgment of timing

This section answers:

“Why are we looking at this?”

2. Problem Summary

Purpose: Reinforce the cost of inaction.

Includes:

  • key problems identified
  • impact and consequences
  • affected stakeholders

This section answers:

“What happens if nothing changes?”

3. Proposed Solution

Purpose: Connect value to the problem.

Includes:

  • solution overview
  • how it addresses the problem
  • why it fits this buyer

SalesOps avoids feature lists here.
Focus is on outcomes, not mechanics.

4. Scope & Boundaries

Purpose: Prevent misalignment.

Includes:

  • what is included
  • what is excluded
  • assumptions and dependencies

Clear boundaries reduce post-close friction.

5. Investment & Terms

Purpose: Formalize commitment.

Includes:

  • pricing structure
  • payment terms
  • duration or milestones
  • conditions affecting scope or cost

SalesOps presents price after value, never before.

6. Decision Path & Next Steps

Purpose: Enable action.

Includes:

  • approval steps
  • required signatures
  • timeline to start
  • immediate next actions

If next steps are unclear, close will stall.

Good / Better / Best Structure (When Applicable)

SalesOps allows tiered proposals when:

  • trade-offs are meaningful
  • choice clarifies priorities
  • decision complexity is reduced

Each option must:

  • solve the same core problem
  • differ in scope, speed, or risk
  • avoid artificial padding

Choice should create clarity, not confusion.

Proposal Language Standards

SalesOps enforces language that is:

  • clear
  • concrete
  • buyer-centric

SalesOps rejects language that is:

  • vague
  • overly technical
  • promotional
  • defensive

Confidence comes from clarity.

B2B vs B2C Proposal Emphasis

In B2B:

  • deeper context
  • more stakeholder alignment
  • formal approval steps

In B2C:

  • shorter proposals
  • faster commitment
  • reduced friction

Same spine. Different weight.

What This Appendix Enables

With standardized proposal structure:

  • decisions accelerate
  • trust increases
  • rework decreases
  • closes stabilize

Without it:

  • proposals confuse
  • negotiation drags
  • expectations break

 

Back to top