Sending proposals is a critical step in securing new business for your agency. The way you structure and deliver a proposal can significantly impact your close rate. Should you send a polished PDF, a proposal directly from your CRM, or a link to a live document? Let’s explore the different methods agencies use and best practices to improve your proposal process.
1. Understanding When to Send a Proposal
Before diving into the tools and formats, it’s important to consider when in the sales process you send a proposal. Many agencies make the mistake of sending proposals too early, before properly qualifying leads.
Verbal Agreement First: Some experts recommend only sending proposals after a discovery call where pricing and scope have been discussed. This prevents wasted effort on prospects who aren’t a good fit.
Using Proposals to Finalize, Not Sell: A proposal should serve as a confirmation document, not as the primary sales tool. The real selling happens in conversations before the proposal is sent.
2. Proposal Delivery Methods: What Works Best?
Different agencies prefer different formats, depending on their workflow and client expectations.
A. PDF Proposals
One of the most common methods, PDFs are versatile, easy to brand, and professional-looking.
How Agencies Use PDFs: Many agencies design proposals in tools like Canva, Figma, or Google Slides, then export them as PDFs.
Pros: Fully customizable, allows for creative freedom.
Cons: Harder to update dynamically, not interactive.
B. CRM-Based Proposals
Some agencies streamline their process by sending proposals directly through their CRM.
Popular CRM Tools: HubSpot, Better Proposals, Proposify, Qwilr.
Pros: Can track when a client opens the proposal, integrates with the sales pipeline, and allows for e-signatures.
Cons: Less design flexibility compared to a custom PDF.
C. Live Documents (Google Docs, Notion, etc.)
Some agencies opt for a shared live document instead of a static PDF.
How Agencies Use This: Proposals are created in Google Docs or Notion, allowing real-time updates and comments.
Pros: Editable, easy to collaborate on, and allows for live feedback.
Cons: Less visually polished than a designed PDF.
D. Presentation Decks (Google Slides, Figma, Canva)
Rather than traditional documents, some agencies present proposals as pitch decks.
How It’s Done: The agency walks the client through a deck in a call before sharing it as a PDF or link.
Pros: Engages clients in a discussion rather than just sending a document.
Cons: Requires more client time and interaction.
E. Video-Based Proposals (Loom, Zoom Walkthroughs)
Some agencies take a modern approach by sending a proposal along with a recorded Loom video walkthrough.
How It’s Done: A proposal is sent as a PDF or live doc, with a Loom video explaining key points.
Pros: Personal touch, clarifies details that may be misunderstood in writing.
Cons: Requires additional effort to record and send.
3. Pricing in Proposals: When & How to Share It
Upfront Pricing vs. Custom Quotes: Some agencies include pricing in proposals, while others prefer to only provide pricing after a discussion.
Standardized Packages vs. Custom Pricing: Agencies with set service packages can include a pricing deck, whereas agencies with highly customized work may require a detailed quote after scoping the project.
Live Pricing Discussions: Some agencies prefer discussing pricing on a call rather than listing it in the proposal to allow for negotiation.
4. Tools to Enhance Proposal Workflow
There are numerous tools that can help streamline the proposal process:
Proposify, Better Proposals, PandaDoc: Digital proposals with tracking and e-signatures.
HubSpot, Dubsado, HoneyBook: CRM-integrated proposal tools.
Google Docs, Notion, Figma, Canva: Custom design options.
Loom, Zoom: Video-based walkthroughs.
5. Which Approach is Best for Your Agency?
The right method depends on your agency’s workflow, client base, and sales strategy. If you want full design control, a custom PDF or Figma export may be best. If speed and automation matter, CRM-based proposals work well. And if you prioritize collaboration, live docs or video proposals could be ideal.
The key takeaway? A proposal should never be the first step in your sales process. It should be a confirmation of an already strong conversation. By using the right format, timing, and tools, you can increase your chances of winning more deals while keeping your process efficient.
