---
name: proposal-structure
description: B2B proposal generation templates, ROI calculator structures, and deal packaging patterns for training, consulting, and enterprise support
---

# Proposal Structure -- B2B Proposal Templates & ROI Calculators

This skill provides proposal generation templates, ROI calculator structures, and deal packaging patterns for training, consulting, and enterprise support proposals.

---

## B2B Proposal Template (7 Sections)

### Section 1: Executive Summary (1 page max)

Structure: Mirror -> Stakes -> Outcome.

```
[MIRROR]: Restate the customer's problem in their own language (from discovery call notes).

[STAKES]: Quantify what happens if the problem persists.
  "If [problem] continues for [timeframe], the impact is [quantified cost]."

[OUTCOME]: One-sentence description of your solution's result.
  "We propose [solution] to achieve [measurable outcome] within [timeframe]."
```

The executive summary is the only section many decision-makers read. It must stand alone.

### Section 2: Understanding Your Situation

Demonstrate deep understanding of the prospect's specific context. Generic problem descriptions signal boilerplate.

```
CURRENT STATE:
  [Pain documented from discovery call -- use their words]
  [Specific metrics: team size, timeline, budget signals]

ROOT CAUSE:
  [Why the problem exists -- demonstrates analytical depth]
  [Connect to industry-wide challenge they'll recognize]

COST OF INACTION:
  [TCO of doing nothing -- quantified]
  [Timeline: "Every month of delay costs approximately EUR [X]"]
```

### Section 3: Our Recommended Approach

```
METHODOLOGY:
  [High-level approach -- 3-4 sentences max]
  [Why this approach vs alternatives]

TIMELINE & MILESTONES:
  Phase 1: [What, when, deliverable]
  Phase 2: [What, when, deliverable]
  Phase 3: [What, when, deliverable]

TEAM:
  [Relevant credentials framed to problem/solution fit]
  [Authority signals: publications, conference talks, case studies]
```

### Section 4: Case Study (Social Proof)

Follow Challenge-Solution-Impact structure. Select the case study most similar to the prospect (industry + size + problem).

```
CHALLENGE:
  [Similar client's problem -- industry and size match]
  [1-2 sentences, specific and quantified]

SOLUTION:
  [What was done and how -- without proprietary detail]
  [Timeline and approach]

IMPACT:
  [Quantified results: %, EUR, time saved, specific metric]
  [At least 2 measurable outcomes]

QUOTE:
  "[Client testimonial]" -- [Name, Title, Company]
```

If no case study exists yet, use a methodology proof point instead: describe the approach with evidence from industry benchmarks, not fabricated results.

### Section 5: Investment (Pricing)

Lead with highest-value option first (anchor). Present Good/Better/Best.

```
OPTION C -- COMPREHENSIVE (anchor)
  [Full engagement description]
  Investment: EUR [highest price, precise non-round]
  Best for: [who benefits most]

OPTION B -- PROFESSIONAL (target)
  [Core engagement]
  Investment: EUR [target price, precise non-round]
  Best for: [most prospects land here]

OPTION A -- ESSENTIALS (entry)
  [Minimum viable engagement]
  Investment: EUR [lowest price]
  Best for: [risk-averse or budget-constrained]

ROI CALCULATION (for recommended option):
  [See ROI Calculator section below]
```

Present highest option first -- it anchors perception. The middle option (your actual target) becomes the "reasonable" choice by comparison.

### Section 6: Risk Mitigation

```
WHAT COULD GO WRONG:
  [Acknowledge 2-3 realistic risks -- honesty builds trust]

HOW WE HANDLE IT:
  [Specific mitigation for each risk]
  [SLAs, guarantees, escalation paths if applicable]

REFERENCES:
  [Named contacts available for reference calls]
  [Or: "Happy to connect you with [N] similar clients"]
```

### Section 7: Next Steps

```
CLEAR CALL TO ACTION:
  [One specific next step -- not "let us know"]
  [e.g., "Reply to confirm Option B and we'll send the SOW by Friday"]

TIMELINE:
  [Decision deadline with genuine reason -- not manufactured urgency]
  [Implementation start date if signed by [date]]

CONTACT:
  [Who to reach, how, response time commitment]
```

---

## ROI Calculator Template

### Inputs (prospect fills in or estimated from discovery)

```
CURRENT COST BASELINE:
  Headcount doing the job manually: [N] FTEs * EUR [salary] = EUR [total]
  Current tool spend: EUR [annual]
  Error/rework cost: [hours/week] * [hourly_rate] * 52 = EUR [annual]
  Opportunity cost (revenue lost to slowness): EUR [estimated]
  TOTAL ANNUAL COST OF STATUS QUO: EUR [sum]

ENGAGEMENT COSTS:
  Engagement fee: EUR [price]
  Internal time to implement: [hours] * EUR [rate] = EUR [cost]
  Training time (productivity loss): [hours] * [people] * EUR [rate] = EUR [cost]
  TOTAL INVESTMENT: EUR [sum]
```

### Outputs (agent calculates)

```
PROJECTED ANNUAL SAVINGS:
  [Specific improvement] * [baseline metric] = EUR [savings]
  Conservative estimate: [X]% improvement = EUR [conservative]
  Base estimate: [Y]% improvement = EUR [base]
  Optimistic estimate: [Z]% improvement = EUR [optimistic]

ROI (using conservative estimate):
  First-year ROI = (savings - investment) / investment
  Show as multiple: "[N]x return" (more intuitive than percentage)

PAYBACK PERIOD:
  Investment / (monthly savings) = [N] months
  Show as: "Pays back in [N] months"

COMPARISON:
  "vs hiring [N] FTEs at EUR [salary]/year"
  "vs [alternative solution] at EUR [price]"
```

### Presentation Rules

- Show ROI as multiple, not percentage: "8.3x return" beats "730% ROI"
- Show payback in months: "Pays back in 4.2 months"
- Always state assumptions explicitly: "Assuming a conservative 30% reduction in rework time"
- Compare to the most expensive alternative (hiring) to anchor favorably
- Use the prospect's own numbers when available -- estimated numbers carry less weight

---

## Good/Better/Best Tier Design

For packaging training and consulting offers into structured tiers.

```
ESSENTIALS (Good) -- Entry point, reduce purchase risk
  Purpose: Land-and-expand. Prove value quickly.
  Include: Core deliverable only (e.g., 1-day workshop)
  Price: 30-40% of Professional tier
  Upgrade trigger: "After experiencing day 1, most teams want the full program"

PROFESSIONAL (Better) -- Target tier, optimal value/price
  Purpose: Main revenue driver. 60-70% of customers land here.
  Include: Core + advanced (e.g., 2-day workshop + 4 coaching sessions)
  Price: 100% (baseline for tier math)
  Frame as: The obvious choice

COMPREHENSIVE (Best) -- Anchor, capture high-value accounts
  Purpose: Set price perception AND serve enterprise needs.
  Include: Everything + premium (e.g., full engagement + retainer + async support)
  Price: 2.5-4x Professional tier
  Frame as: Premium investment for teams that want maximum impact
```

**Tier design anti-patterns**:
- All three tiers too similar (no clear reason to upgrade)
- Price gaps too small (undermines anchor effect)
- Essentials tier too generous (no upgrade motivation)
- Best tier unrealistic (anchor loses credibility if absurd)

---

## Cialdini Framing Layer

Apply before the proposal content -- these are pre-communication elements.

### Reciprocity
Before sending a proposal, provide genuine value first: a relevant insight, industry data point, or brief analysis specific to their context. No ask attached.

```
Subject: [Their Industry] insight I thought you'd find useful

Hi [Name],

I came across this [data/case/analysis] on [their specific challenge] and thought it was directly relevant -- no strings attached.

[1-2 sentences of genuine value with link or specific insight]

Happy to dig deeper on any of this if useful.
```

### Social Proof
Select proof from verified sources. Match to prospect's industry, size, and problem.

```
Companies similar to [Prospect] -- [industry], [size range] -- have used this approach:

* [Company A]: [specific measurable result]
* [Company B]: [specific measurable result]

Happy to connect you with any of them directly.
```

### Authority
Surface genuine credentials most relevant to this specific prospect.

```
[Third-party data source] shows [claim relevant to their problem]. Our work with [named context] is built on this foundation.
```

### Scarcity (genuine only)
Only when real constraints exist. Never fabricate.

```
I want to be direct about timing: we have capacity for [N] engagements in [quarter] and [X] are committed.

This isn't a sales tactic -- it's a genuine constraint. If timing works, I want to make sure we can deliver at the level you'd expect.
```

---

## Proposal Quality Checklist

Before finalizing any proposal, verify:

- [ ] Executive summary stands alone (decision-maker reads only this)
- [ ] Problem description uses prospect's own words (not generic)
- [ ] ROI calculation uses stated assumptions (not inflated)
- [ ] Pricing leads with highest option (anchor)
- [ ] All claims are verifiable (no fabricated evidence)
- [ ] Case study matches prospect profile (industry + size)
- [ ] Next steps are specific (not "let us know")
- [ ] Risk mitigation section present (honesty builds trust)
- [ ] No false scarcity or manufactured urgency
- [ ] Tone is expert and direct, not salesy or desperate
