You Don’t Need More Leads

We lost a client once. They chose another agency!

Instead of moving on, I picked up the phone and called the founder.

I asked him why.

He was kind enough to give me feedback!

He walked me through everything they did better in their proposal

But that feedback?

It stung a little. But it changed everything for me and my agency.

Why Proposals Matter More Than You Think

See, in consulting, I never had to pitch like this.

People moved fast. Trust was high.

Proposals? Often just a deck.

But as an agency, we're not just selling services.

We're selling confidence, clarity, and conviction.

So, I rebuilt our proposal process from the ground up.

What Our Proposals Include (And How You Can Build the Same — But Better)

If you want to stop sending proposals that get ghosted, and start sending ones that lead to second calls, try this framework.

💡 Executive Summary

What we include: A one-page snapshot that outlines the problem, our approach, and the business outcomes we aim to achieve.

How you can do it better: Don’t describe services here. Describe impact.

Think of it as a trailer for a movie; it should get decision-makers excited enough to want the full pitch.

Use bold numbers or outcomes right up front to signal confidence.

💡 The Challenge

What we include: A short section that outlines the client’s pain points, in their language, not ours, backed by real data or observations.

How you can do it better: Mirror the exact words your prospects used in previous conversations or calls.

If you can make them say “this is exactly what we’ve been trying to fix,” you’re already halfway to closing.

💡 Problems We Found

What we include: An audit of their current state, whether it’s broken SEO structure, thin content, or a missing distribution strategy.

How you can do it better: Don’t overwhelm with data. Prioritize findings by business impact.

Group issues under themes like "visibility gaps" or "conversion blockers" to help them see patterns — not just problems.

💡 Competitor Snapshot

What we include: Performance comparisons between them and 2–3 key competitors, including traffic, domain strength, content volume, or ad spend estimates.

How you can do it better: Make this emotional. Show them how others are winning in the same category.

A well-placed screenshot or stat can shift the entire mood of a conversation from “we’re fine” to “we need to act.”

💡 The Solution

What we include: A step-by-step game plan; strategy, channels, timelines, priorities.

How you can do it better: Anchor each step in the challenge it solves.

Use “Why this matters” one-liners under each step to connect execution to outcomes.

💡 Growth Projections

What we include: Conservative but clear projections across 3, 6, and 9 months; based on historical benchmarks and similar clients.

How you can do it better: Forecast revenue impact or pipeline contribution, not just rankings or reach.

Clients buy certainty, and this is where you give them a glimpse of what’s possible.

💡 Transparent Pricing

What we include: A clear breakdown of scope, deliverables, optional upgrades, and what’s not included.

How you can do it better: Walk them through the "why" behind the numbers.

A short note on ROI or effort-value mapping helps them see it as investment, not expense.

💡 Case Studies

What we include: Short, visual success stories with screenshots, performance metrics, and client names (when allowed).

How you can do it better: Reframe case studies as proof of pattern, not just one-off wins.

Call out the similarity in context: “This brand also had X problem and saw Y result in Z months.”

💡 Contact and Support

What we include: A personal note offering to walk them through the deck, plus open channels for feedback.

How you can do it better: Close with clarity, not a CTA.

Reassure them this proposal is theirs to use even if they don’t hire you.

That mindset shift builds trust and makes it more likely they come back even if they say no now.

Losing that client was the best thing that happened to me!

Because it helped us win 10 more.

Sometimes, a “no” is the best teacher.

And today, our proposals don’t just win projects, they win trust.

That one lost deal taught me something no win ever could:

People don’t just buy execution. They buy belief.

And belief is built when your proposal feels like a plan; not a pitch.

Until next time,

Karthick Raajha.