Sales proposal template: 3 priced options, Word and Excel
A free sales proposal template in Word: the 7 facts to confirm first, the cover page and summary, scope and exclusions, 3 priced options, payment terms and the email that sends it. With a filled example, notes for 14 industries and an Excel price builder and proposal log.
Made by Anatolii Ulitovskyi 
Fact-checked by RH Fardin Updated 1. Before you write the proposal: 7 facts to confirm
Start hereConfirm these 7 facts
- The problem, in the client's own words. Write down the exact phrase they used.
- The result they want, and how they will know it worked.
- The scope: what is in, what is out, and the standard they expect (how often, how fast, how much).
- The budget range. Ask: 'So I propose the right option, what range did you have in mind?'
- Who decides, who else has to approve, and by what date.
- The start date, and the reason behind it.
- What they compare you with: the current supplier, another quote, or doing nothing.
Recap email, the same dayHi first name,
Thank you for the call or the site visit today. Before I write the proposal, here is what I heard:
- The problem: their words
- What you want: result by date
- Budget: range
- Decision: who decides by date
Did I get anything wrong or miss anything? You will have the proposal by day.
your name
phone
Two facts missing?Do not write the proposal yet. Book a 15-minute call first: the questions are in the discovery call script templates, and the lead qualification script helps you decide if the deal is worth a proposal at all.
2. Cover page and executive summary in the client's words
Cover pageService proposal for client company
Prepared for: client name, title
Prepared by: your name, your company, phone, email
Proposal number · date · Valid until valid-until date
Executive summaryYou told us: the problem, in their words.
Your goal: the result by date.
We recommend option name: one sentence on what it does for total a year or month. Two other options, from lowest total to highest total, are on page page.
To start on start date, choose an option and sign by valid-until date.
Why us, 3 linesWhy your company:
Proof 1, for example: 11 years caring for apartment communities in your area.
Proof 2: a client they can call for a reference.
Proof 3: a written standard, for example: walks cleared by 7:00 after overnight snow.
Mirror their wordsWrite 'ice on the leasing office steps', not 'winter risk mitigation'. A client who reads their own words knows you listened, and the person who approves the budget understands the problem without a meeting.
3. Scope of work, assumptions and what is not included
Scope of workWhat we will do at site or company, from start date to end date:
1. Task: how often, standard, for example: grass cut to 3.5 inches
2. Task: how often, standard
3. Task: how often, standard
What you will see: report, photos or visit log, every week or month.
AssumptionsThis price assumes:
- Size or volume, for example: 9 acres of turf and 1,800 feet of walks, measured on 5 October
- Access, for example: a gate code and one parking space for our truck
- What you provide, for example: water for irrigation
If an assumption changes, we quote the difference in writing before we do the work.
Not includedNot included in this proposal: item, item and item. We are happy to quote any of them separately.
ChangesWork outside the scope starts only after a written quote and a written yes. Put that sentence in the proposal now, not after the first disagreement.
4. Pricing table: 3 options with totals that add up
Check every totalPricing rules
- Each option is a complete price, never a base price plus extras to be decided.
- Say what changes between options, in one line each.
- Mark one option as recommended and say why, in the client's words.
- Every line shows Qty, Price, Disc% and Tax%, even when the tax is 0%.
- Mark each line Fixed or Estimated. For estimated work, give the rate and a cap.
Pricing table, one per option
| Item | Qty x Price | Disc% / Tax% | Amount |
|---|---|---|---|
| Item 1 | qty x price | 0% / 0% | amount |
| Item 2 | qty x price | 0% / 0% | amount |
| Item 3 | qty x price | 10% / 0% | amount |
| Subtotal | subtotal | ||
| Discount | discount | ||
| Tax | tax | ||
| Total | total |
Options summaryOption 1, name: what it includes. Total total.
Option 2, name, recommended: everything in Option 1, plus what changes. Total total.
Option 3, name: everything in Option 2, plus what changes. Total total.
We recommend Option 2 because the reason, in their words.
Fixed or estimatedFixed: items, whatever happens. Estimated: item, at rate per unit, up to cap without your written approval.
Check the mathEach line is Qty x Price, less Disc%, plus Tax%. The deposit plus the payments must equal the total to the cent. In the example, Standard is $50,760: a $5,076 deposit plus 12 payments of $3,807. The Excel price builder does this for you.
5. Payment terms, timeline and acceptance
TimelineStart: start date.
First visit or milestone: date.
Milestone: date.
End or renewal: date. Renewal rule, for example: either side can end the agreement with 60 days' written notice.
Payment termsTotal for option: total.
Deposit on signing: deposit (deposit % of the total). It reserves crew, equipment or dates.
Then number payments of amount, due on day of the month or milestone.
Payment by card, bank transfer or payment link. Invoices are due within number days.
Valid untilThe prices in this proposal are valid until valid-until date. After that date, we confirm them again before you sign.
AcceptanceTo accept, choose an option, sign below and pay the deposit by valid-until date.
Option chosen: option
Name and title: name, title
Signature: signature
Date: date
E-signatureIn the US, the ESIGN Act says a contract may not be denied legal effect solely because an electronic signature was used to form it1. It lists exceptions, such as wills and court documents2. In the EU, the eIDAS Regulation says an electronic signature may not be denied legal effect solely because it is electronic3. This is not legal advice.
6. The email that sends the proposal, and the follow-ups
SubjectYour proposal for service: number options, valid until date
EmailHi first name,
Thank you for the walk-through or the call on day. Your proposal for service is attached.
In short: number options, from lowest total to highest total. I recommend option because the reason, in their words. The prices are valid until date.
Next step: a 15-minute call to answer questions from you and decision maker. Does day at time or day at time work?
your name
phone
Follow-up plan, if there is no reply
- Day 2: check that it arrived and offer the call.
- Day 5: send one useful thing, such as the answer to a question they raised.
- Day 9: ask for any answer, even a no.
- Day 14: close the loop politely. Then mark the proposal Declined, with 'no answer' as the reason.
- The emails for each day are in the sales follow-up email sequence.
Same numbers everywhereThe email, the proposal, the quote and the invoice show the same totals and dates. In a Gartner survey, 69% of B2B buyers reported inconsistencies between a seller's website and what its salespeople told them4. Do not add a third version.
7. One-page sales proposal for small jobs
Use it when
- One person decides.
- There is one option, or the job is too small for options to help.
- The scope fits in five lines.
One-page proposalYour company: proposal for client company
date · Valid until valid-until date
You asked for: the problem and the goal, in their words.
We will: task 1, task 2 and task 3, from start date to end date.
Not included: items.
We assume: the one assumption that matters most.
Price: total, including tax tax. Deposit deposit on signing, the rest when.
To accept, sign below by valid-until date.
Name: name
Signature: signature
Date: date
TipSend it with the cover email from tab 6 and log it like any other proposal. A one-page proposal needs the same valid-until date and the same follow-ups.
For small sales and support teams
Turn the proposal into a quote, a deposit and a deal.
In CRMsoftware.pro each proposal is a deal with an owner and a value. On Launch, the prices become a quote with the same fields as this template, and the deposit an invoice with a payment link. You send the proposal from your own mailbox.
- Deals on a pipeline with a Proposal stage, and a task for each follow-up
- Quotes with Qty, Price, Disc%, Tax% and Valid Until; statuses Draft, Sent, Accepted and Declined
- Free plan with 1 pipeline and basic tasks. Quotes, invoices, e-sign and payment links from Launch, $19 a month billed yearly
Free plan: 3 users, no credit card.
Filled example
Sales proposal example: 3 options, accepted in 5 days
Bluestem Landscape Co., a fictional commercial landscaping company in Kansas City, Missouri, uses this sales proposal template for Harbor Point Apartments, a fictional 180-unit complex. Owner Owen Castellano sends three priced options two days after the site walk. The first message arrives on website chat, where the AI agent answers first.
Proposal Q-1041: three options
| Option | Per year | Deposit | 12 payments |
|---|---|---|---|
| Essential | $37,800 | $3,780 | $2,835 |
| Standard, accepted | $50,760 | $5,076 | $3,807 |
| Complete | $56,160 | $5,616 | $4,212 |
Standard: line items
| Item | Qty x Price | Amount |
|---|---|---|
| Mowing, weekly, April to November | 32 x $525 | $16,800 |
| Spring and fall cleanup | 2 x $2,700 | $5,400 |
| Snow and ice season, up to 12 events | 1 x $15,600 | $15,600 |
| Fertilization and weed control | 5 x $780 | $3,900 |
| Shrub and hedge pruning | 2 x $1,980 | $3,960 |
| Mulch, cubic yards installed | 60 x $85 | $5,100 |
| Total, Disc% 0, Tax% 0 | $50,760 |
In CRMsoftware.pro on 12 October
| Deal | Harbor Point grounds, $50,760, Closed Won |
| Quote | Q-1041, Standard, Valid Until 6 Nov, Accepted |
| Invoice | Deposit $5,076, payment link sent |
| Notes | Fixed snow fee. Walks and steps cleared by 7:00 after overnight snow. |
| Next task | Kickoff visit, Tue 1 Dec, Owen |
Why it works
How to write a sales proposal that sells without you
Most of the reading happens when you are not in the room. In a Gartner survey of 632 B2B buyers, 61% said they prefer to buy without a sales rep, and 69% reported inconsistencies between a seller's website and what its salespeople told them4. So the proposal has to explain itself: the client's own words, a complete price for each option, what is not included and how to say yes. Use the same numbers in the email, the proposal and the quote.
The payment terms protect you as much as the client. In the Federal Reserve's 2025 survey of 6,525 small US employer firms, 50% named uneven cash flow, which includes collecting on receivables, as a financial challenge, and 73% faced higher costs of goods, services or wages5. A deposit on signing, a payment schedule and a valid-until date keep both under control.
The signature can be electronic. Under the US ESIGN Act, a contract may not be denied legal effect solely because an electronic signature or record was used to form it1. The EU eIDAS Regulation says the same of electronic signatures, and gives a qualified electronic signature the same legal effect as a handwritten one3. Check the rules for your country and your type of contract.
61%
of B2B buyers prefer to buy without a sales rep (Gartner, 2025)
50%
of small US employer firms named uneven cash flow a financial challenge (Federal Reserve, 2025 survey)
3
priced options per proposal, each with a total that adds up to the cent
By industry
Sales proposal template by industry: what to change
The structure stays the same in every industry. What changes is how you price, what the client needs to see before signing, and one sentence that prevents the most common dispute.
| Industry | How you price | Add to the proposal | Line to use |
|---|---|---|---|
| Consulting | Fixed fee per project, or a monthly retainer | Deliverables with a definition of done, and the people and data the client must provide | The fee covers the deliverables listed above, not a number of hours. |
| Financial advisors | Flat planning fee, hourly fee, or a percentage of assets managed | How you are paid, in plain words, and the disclosures your regulator requires | No one can promise investment returns. This proposal describes the service, not a result. |
| Healthcare suppliers | Setup fee plus a monthly subscription | How patient data is protected, staff training and the rollout dates | We will complete your security and vendor review before go-live. |
| IT services | Per user or per device each month, plus one-off project fees | Response times by priority, and what counts as out of scope | Work outside this scope is quoted in writing before we start. |
| Law firms | Hourly, flat fee or retainer | The scope of the matter, who works on it and how costs are billed | Court fees and other third-party costs are billed at cost and are not part of the fee. |
| Manufacturing | Unit price by quantity, minimum order, tooling charged once | Lead time, the quality standard and how long material prices hold | Unit prices hold until the valid-until date. After it, material costs are confirmed again. |
| Marketing agencies | Monthly retainer, with ad spend kept separate | Deliverables per month, reporting dates and the notice period | Ad spend is paid by you directly to the ad platforms and is not part of our fee. |
| Mortgage | Rate, points and fees for each loan option | The date and time of the quote, and whether the rate is locked | This rate is not locked. It can change until you lock it in writing. |
| Nonprofits | Sponsorship levels at fixed amounts | What the sponsor gets at each level, the dates and audience numbers you can prove | Every audience number in this proposal comes from last year's records. |
| Real estate | Commission or flat fee | A pricing strategy based on recent comparable sales, the marketing plan and the listing period | My fee is paid at closing, and only if the sale closes. |
| Recruiting | Percentage of first-year salary, retained or contingency | The guarantee period, and what happens if the hire leaves | If the hire leaves within 90 days, we search again at no extra fee. |
| SaaS | Per month or per year, by plan or by user | Plan limits, onboarding, the renewal date and how to cancel | The plan renews each year unless you cancel 30 days before the renewal date. |
| Small business and trades | Fixed price per job, or per visit | What is included, the start date, the deposit and who to call | The price includes all labor and materials listed. Anything else is quoted before we start. |
| Solar | System price before and after incentives, or a lease or PPA rate | System size, the basis of the savings estimate, and incentives shown as estimates | Savings are an estimate based on your last 12 months of electric bills, not a guarantee. |
Landscaping, cleaning and other property services work like the filled example: a yearly price paid as a deposit and monthly payments, with a fixed fee for seasonal work. Financial, legal, mortgage and healthcare services have rules set by regulators that differ by state and country: follow yours.
Pricing rules
Six rules for honest proposal pricing
They apply to every option and every industry. Agree on them once, so every proposal from your team is priced the same way.
Totals that add up to the cent
Each line is Qty x Price, less the discount, plus tax. Each option total is the sum of its lines, and the deposit plus the payments equals the total. One wrong sum makes the client question every other number.
Tax on its own line
Show Tax% on every line, even at 0%, and the tax total under the subtotal. Whether a service or a material is taxable depends on your state and city, so ask your accountant once and write the answer into your price list.
Fixed or estimated, in writing
Mark each line Fixed or Estimated. For work you cannot know in advance, give the rate and a cap.
LineSnow events after the 12th: $1,300 each, billed only if they happen.
A discount needs a reason
Show it as Disc% on the line it applies to, with the reason next to it. A vague 'special price' invites the next question: how low can you go?
LineSnow and ice season: 10% off when you choose Complete.
A date, not a period
Write 'valid until 6 November 2026', not 'valid for 30 days'. After that date, confirm the prices again before anyone signs, because your own costs may have changed.
Deposit and schedule next to the price
State the deposit, what it reserves and when it is due, then each payment and its date. Put them on the price page, not on page 9 of the terms.
This page is not legal advice. Contract, tax and e-signature rules differ by country, state and industry, so check the official rules where you and your client work.
Excel
What is in the Excel price builder and proposal log
Four sheets: Price builder with the 3 options from the example, Proposal log with Q-1041 and 10 more sample proposals, Summary with the win rate, and Settings. Auto columns fill in by themselves.
| Column | What it does |
|---|---|
| Option, item, Qty, Price, Disc%, Tax% | One row per line item. Option is 1, 2 or 3. The same fields as a quote in CRMsoftware.pro. |
| Amount, discount, tax, line total Auto | Qty x Price, less Disc%, plus Tax% on the amount after the discount. |
| Fixed or estimated | Fixed or Estimated, so the client sees which prices can change. |
| Option totals Auto | Subtotal, discount, tax and total for each option, then the deposit, each payment, any rounding difference and the average per month. |
| Valid until Auto | The sent date plus 30 days. Change the number of days on the Settings sheet. |
| Next follow-up Auto | The next of Day 2, 5, 9 and 14 after sending, while the status is Sent. |
| Status | Draft, Sent, Accepted or Declined: the same statuses as a quote in CRMsoftware.pro. |
| Action Auto | Send it, Follow up today, Waiting, Follow-ups done: decide, or Expired: confirm prices. |
| Days to decision Auto | From the sent date to the decision date, for every accepted or declined proposal. |
In the sample, Standard comes to $50,760: a $5,076 deposit plus 12 payments of $3,807, with no rounding difference. The log holds 11 proposals: 4 accepted and 2 declined, a 67% win rate, plus 4 sent and 1 draft, and decisions took 10 days on average. On any day you open it, 1 proposal needs a follow-up today, 1 has finished its follow-ups and 1 has expired. Works in Excel, LibreOffice and Google Sheets.
How to use
How to use this sales proposal template
- 1
Confirm the 7 facts
Use tab 1 on the call, then send the recap email the same day.
- 2
Build the prices
Enter each option's line items in the Excel price builder. Check that the deposit plus the payments equals the total.
- 3
Fill in the Word file
Replace every word in brackets in tabs 2 to 5, or use tab 7 for a small job. Use the client's own words in the summary.
- 4
Send it and log it
Send it with the cover email within 2 working days of the call. Log the sent date, the value and the valid-until date.
- 5
Follow up and record the result
Follow up on Day 2, 5, 9 and 14. Mark it Accepted or Declined on the day you know, with the reason.
Set it up in CRMsoftware.pro
- When a lead is worth a proposal, open it in Leads and click Convert to Deal, or open Deals and click New Deal: title, value, stage, expected close date and Assigned to.
- On Launch, open Quotes and click New Quote. Link the Deal, Contact and Company, set Valid Until, and add each line with Add Item: Name, Qty, Price, Disc% and Tax%. The quote shows Subtotal, Discount, Tax and Total. Click Create Quote.
- Send the proposal from your own mailbox, set the quote Status to Sent and move the deal to the Proposal stage.
- For each follow-up, open Tasks and click New Task: Task title, Assignee, Deadline and Linked deal. My Tasks shows Due today and Overdue.
- When the client says yes, set the quote to Accepted, create a New Invoice for the deposit and click Create Payment Link. If they say no, set it to Declined and write the reason in Notes on the deal.
CRMsoftware.pro does not write or send proposals for you, does not show when a proposal is opened and sends no automatic follow-ups. Deals with 1 pipeline and basic tasks are free for 3 users. Quotes, invoices, e-sign and payment links come with Launch, $19 a month billed yearly for 8 users.
Before you send: 8 checks
- The summary uses the client's own words.
- Every option has a total, and every total adds up.
- Tax% is on every line, even at 0%.
- Estimated lines show a rate and a cap.
- The deposit, the payments and their dates are on the price page.
- The valid-until date is written out.
- The signature block names the option.
- The cover email proposes a call at two set times.
FAQ
Sales proposal template questions
What should a sales proposal template include?
Seven parts: a cover page, a one-page summary in the client's words, the scope with assumptions and exclusions, two or three priced options, the timeline and payment terms, a valid-until date and a signature block. Send it with a short cover email that proposes one next step.
How do you write a sales proposal?
Confirm the facts first: the problem in the client's words, the goal, the budget range, who decides and the start date. Then write the summary, scope and options, check that every total adds up, add a deposit and a valid-until date, and send it within 2 working days of the call with a follow-up plan.
How long should a sales proposal be?
As short as the decision allows. For a small job, one page with the price and a signature line is enough. For a larger contract, keep the summary on page 1 and the prices by page 3, so the person who approves the budget finds them fast.
How many pricing options should a proposal have?
Two or three. Each option is a complete price, the differences are listed in one line each, and one option is marked as recommended with a reason. With one decision maker and a small job, one price is fine.
How long should a sales proposal be valid?
Long enough for the client to decide, short enough that your costs have not moved: this template uses 30 days. Write the date itself, for example 'valid until 6 November 2026', and confirm the prices again if anyone wants to sign after it.
Is an electronic signature on a proposal legally binding?
Usually, yes. The US ESIGN Act says a contract may not be denied legal effect solely because an electronic signature was used to form it1, with exceptions such as wills and court documents2. In the EU, the eIDAS Regulation says an electronic signature may not be denied legal effect solely because it is electronic3. This is not legal advice.
Can AI write a sales proposal?
AI can draft the wording from your discovery notes, but you own the numbers and the promises. Check every price, date and service standard yourself, because the client signs what the proposal says, not what you meant.
What is the difference between a sales proposal, a business proposal and a quote?
A quote lists prices for set items. A sales proposal adds the client's problem, the scope, options, terms and a way to accept. 'Business proposal' is often used for the same document, and also for partnership, grant or investment proposals.
Is there a sales proposal template for my industry?
The structure is the same in every industry. The industry table on this page lists what to change for consulting, financial advisors, healthcare suppliers, IT services, law firms, manufacturing, marketing agencies, mortgage, nonprofits, real estate, recruiting, SaaS, small businesses and solar.
Can I create proposals and quotes in CRMsoftware.pro?
You write the proposal itself in Word or Google Docs. In CRMsoftware.pro, Launch ($19 a month billed yearly, 8 users) adds quotes with line items (Qty, Price, Disc%, Tax%), Valid Until and the statuses Draft, Sent, Accepted and Declined, plus invoices, e-sign and payment links6. There is no open tracking and no automatic follow-up: use a task with a Deadline for each one.
Related templates
Free tools
Sources
- US federal law on electronic signatures and records, read 13 October 2026: 15 U.S.C. 7001, General rule of validity (ESIGN Act)
- Exceptions to the same rule, read 13 October 2026: 15 U.S.C. 7003, Specific exceptions
- EU rules on electronic signatures, Article 25, read 13 October 2026: Regulation (EU) No 910/2014 on electronic identification and trust services (eIDAS), EUR-Lex
- Survey of 632 B2B buyers, August to September 2024, published 25 June 2025: Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience
- Survey of 6,525 small US employer firms, September to November 2025, published March 2026: Federal Reserve Banks, 2026 Report on Employer Firms: Findings from the 2025 Small Business Credit Survey
- Plans and prices, checked 13 October 2026: CRMsoftware.pro pricing
From proposal to signed deal, without losing a number.
Start free with 3 users, AI chat, the leads inbox, 1 pipeline and basic tasks. Launch, $19 a month billed yearly for 8 users, adds quotes, invoices, e-sign and payment links, plus WhatsApp and human handover. Growth, $49 a month billed yearly for 20 users, adds unlimited pipelines and saved replies.