Playbook
Proposals & offers
Build proposal templates and workflows that present pricing clearly, pull from CRM data automatically, and move deals forward without delays.
Introduction
I've reviewed and helped rewrite proposals for B2B service companies ranging from five-person agencies to enterprise consultancies. The same mistakes show up everywhere, and they're surprisingly easy to fix. Most B2B teams treat proposals as admin. Generic templates, inconsistent pricing, no clear next steps. The buyer receives a document that raises more questions than it answers, and the deal stalls while they try to figure out what they're actually getting. This playbook shows you how to build a proposal system that clarifies value, handles objections before they're raised, and makes buying easy. Whether you're quoting five thousand or five hundred thousand euros, the process should feel seamless for the buyer and repeatable for your team.
