How to Create a Successful Sales Proposal for an Unsolicited Deal

sales proposal signing

When tasked with presenting the right product at the right price to a prospective partner who has not made an initial inquiry, deciding what steps to take is not always easy. In this post, we will explore how to create a successful unsolicited sales proposal and set expectations for those who may consider your unsolicited offer.

Each proposal should be tailored to the industry and customer

A sales proposal is a document that outlines the high points of your company’s products and services, as well as relevant background material on the customer. The introduction typically describes what value this person brings to our organization, the needs that are driving this decision, their timeline for making a decision, and why they are receiving it once they submit their request.

Step one: understand the customer’s business and industry

If you took the time to research and understand the business and industry, your strategy for this unqualified deal will be significantly different from one you’d use for a qualified account. You should know your customer’s pain points, what they want to accomplish and why they want it, and how you help them. You shouldn’t need this learning to close the deal, but it’s helpful nonetheless. Furthermore, you should understand which of these two account-types you’re targeting, based on the information you gathered from the previous steps. The business that falls into the territory between qualified and unqualified may be one you can serve well. Look for hotspots. A hotspot is a hot topic, subject or news story in the press about your target market

Step two: research your offerings and align them with the customer’s needs

Once you have an idea of how your offerings can best suit the customer’s needs, looking through industry trends is essential for understanding what might motivate them to give you their business. Keeping in mind what you’ve learned from your industry research, keep the following in mind:

Check out your competitors and their offerings. What do they offer that your customers like? How do their offerings compare to yours? Why bother with all this competition research? Because keeping track of your competition will avoid wasting time with inaccurate data.

Step three: outline how we will win this customer’s business, e.g., low price, fast turnaround, or exclusive product offerings

This is where you take a deep dive into the specifics of what makes your company, and the offering you’re providing this customer, different from everything else they have or can get from another supplier. Use this opportunity to showcase your capabilities, position yourself as the preferred choice, and demonstrate how your proposal will provide an unbeatable experience for their business.


It is important to summarize your thoughts and to include a few key issues. For example, you might convey the strengths of your solution and make suggestions for collaborations within the team. You should also discuss any objections and come up with solutions for these before the customer writes back.

Finally, you will need to sell this proposal without knowing whether it will be accepted! The objective of the final paragraph should state that you look forward to hearing from them soon and offer a way to close the deal or move to the next step seamlessly.


Photo by Scott Graham on Unsplash


Leave a Reply