A good proposal includes a persuasive argument that leads to a sale. It shows an understanding for the business and its client base, and it answers a problem the business has with a reasonable solution.
Good proposals follow a specific template set forth by the customer and provide the customer with a better value than they find anywhere else. This requires reliable research on the customer's business, including its decision criteria. Research includes interviewing people involved in the decision making and gathering the needs of the various represented groups, such as engineers or accountants, that are affected by the proposal. A good proposal includes projections in marketing and sales and how both are affecting or are affected by the public. Depending on the business and its needs, techniques include advertising, social networking, sales calls, customer meetings and sponsoring conferences.
A good proposal has an executive summary that discusses the basic issues the company faces, the solutions proposed and any results the proposal promises. The body of the proposal contains details including what work is needed, who needs to be involved, a general list of prior successes with similar issues and evidence or projections to support the proposed plan. Good proposals are also edited with precision and are written in a professional way that is customized to the customer's business.