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The Perfect Email Template for Sales Proposals: How to Communicate Value and Close More Deals

Writer's picture: Steve Claydon & Darcy J SmythSteve Claydon & Darcy J Smyth

When it comes to sending proposals, the email you use can make or break the deal. Too often, sales professionals fall into the trap of sending a generic email that doesn’t effectively communicate value, leaving money on the table.


At Why Bravo, we’ve crafted a sales proposal email template designed to increase your chances of closing by emphasizing personalization, communicating clear value, and providing an easy path to the next step. Here’s how to leverage this template to boost your results.



Why Most Sales Proposal Emails Fail


Sales professionals frequently send out emails that sound something like this: “Hey Mr. Customer, great chatting with you. Quote attached. Please don’t hesitate to contact me if you have any questions or queries.”


The problem? This message is too generic, doesn’t differentiate you from competitors, and puts the focus squarely on the price. In today’s competitive sales environment, you need more than a “quote attached” email—you need an email that establishes value, personalizes your offer, and keeps the conversation going.


The Anatomy of a Perfect Sales Proposal Email


1. Personalization Right from the Start

The first paragraph is your most valuable real estate. Studies show that 78% of emails are opened on mobile devices, meaning your client will likely only see the subject line and the first few lines of your email. These first lines should be laser-focused on communicating why your client is interested in buying in the first place.


Instead of a generic greeting, start by reiterating their problem and how your solution will help them achieve their desired outcome. For example:

“Great to chat with you and explore [client’s specific problem]. I’m confident that [your solution] will help you [core outcome based on your discovery call].”

This opening grabs their attention immediately and reminds them why they’re considering your offer.


2. Summarize the Value Proposition

The next step is to summarize the value of your proposal. Use the information from your discovery call to tailor this to their specific needs. Based on your conversation, you can highlight how your product or service will help them achieve their goals.


For instance, if your client mentioned they want to increase their closing rate from 20% to 35%, reference that specific number in your email. By aligning the value of your solution to their specific pain points, you make your proposal feel personal and relevant.


“Based on our conversation, I’m certain that [your solution] will help you [core benefit: increase your closing rate from 20% to 35%, streamline operations, etc.].”

This type of personalization shows that you’ve listened and understand their business.


3. Introduce the Price—Don’t Bury It

Most salespeople are afraid to mention price upfront, but hiding it in the attached proposal is a mistake. Your client is going to look for the price anyway, so why not give it to them directly?


Be transparent by stating the total investment clearly in the body of the email:

“I’ve put together a detailed proposal for you, with a total investment of $[X].”

This approach not only builds trust but also encourages your client to actually read through the full proposal you’ve created for them.


4. Highlight Key Differentiators with Bullet Points

Next, use bullet points to clearly outline your key selling points or unique selling propositions (USPs). Busy buyers are likely to skim through your email, so guiding them with clear, concise bullet points makes it easier for them to absorb the information.


For example:

  • Includes a 3-year service warranty for peace of mind.

  • Guaranteed 10-day delivery to meet your project timeline.

  • Personalized implementation support for a smooth onboarding process.


These bullet points help distinguish your offer from the competition and remind the client of the extra value they’ll receive by working with you.


5. End with a Strong, Actionable Close

End the email with a simple, direct call to action that leads the conversation forward. Instead of the weak “Please don’t hesitate to contact me if you have any questions,” use a close that prompts them to take the next step:


“It’s a very simple process to get started. All I need from you is [logical next step: confirmation of option A or B, signature, deposit, etc.], and we can [next action: book into production, set up onboarding, etc.]. How does that sound?”


This close leaves no room for ambiguity. You’ve guided the client toward a specific action, and you’ve kept the conversation moving forward.


Why This Template Works


This sales proposal email template works because it’s built around psychology and sales best practices. By emphasizing the client’s specific pain points, giving them a clear understanding of value, and providing a simple next step, you’re removing the common barriers that slow down or kill deals.

Here are the key benefits:


  • Personalization: By addressing the client’s unique needs, your email stands out in a sea of generic sales pitches.


  • Value Communication: You remind the client exactly why they’re considering your proposal in the first place, aligning it with their core goals.


  • Clear Path to the Next Step: You don’t leave them guessing about what to do next, making it easy for them to move forward with confidence.


Turn Your Emails into Conversion Machines


A well-crafted email can make all the difference when sending a proposal. This template is designed to help you stand out, communicate value, and drive action. By using this format, you’re not just sending a price quote—you’re showing your client that you understand their business and are ready to help them succeed.


Ready to start closing more deals? Apply this sales proposal email template today and watch your response rates soar!




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