A commercial proposal (KP) is a document that shows the solution, timeline and price for the client's specific problem. A good KP reads as "a plan for your problem", not as "a price list".
Most people send the KP after the first call. The client opens it, sees the price on the last page and closes it. A KP like that does not sell.
In short:
- Send the KP after the meeting, not before.
- The first section is the problem in the client's own words.
- The price is exact, while at the meeting you only gave a range.
- Present the KP at a separate meeting.
At what funnel stage is the KP sent?
The KP is the last stage, the POS (point of sale). Before it there must have been a meeting, the problem must be identified and the client must have asked for the price themselves.
At the meeting we give a range, not an exact sum:
"For this kind of work our price comes to around 15–20 thousand dollars, and we will show the exact sum in the commercial proposal."
Then a separate meeting is set for the KP. The whole chain: B2B sales funnel.
What structure should the KP have?
We usually use this order:
- Current situation. The problems the client named at the meeting, in their own words.
- Goal. What they want to achieve: with a number or a deadline.
- Solution. The stages and what each one delivers.
- Proof. A similar case and numbers.
- Timeline and team. Who does what, and when.
- Price and terms. Payment schedule, minimum term.
- Next step. The contract and the start date.
Why does the proof block matter?
In a high-ticket B2B purchase, the client wants to reduce risk. They need to see your similar work.
For example, for an ERP integrator the DeepVision case is strong proof in a KP: in the first 9 months, 24 B2B sales on $1,124 of advertising and the status of the first Odoo Gold Partner in Uzbekistan. For SaaS, Parking24: 15 sales in 3 months, average deal size $50,000.
How should you show the price?
The price goes at the end, after the solution and the proof. The client should see the value first, then the price.
Presenting it as packages also works well: minimum, standard and extended. The client stops thinking "buy or not buy" and starts thinking "which one to buy".
Where do most people go wrong?
The mistake is one universal KP. Every client gets the same PDF with only the name changed. The client notices this right away.
The right way is for the first page of every KP to be only about that client. Write what you heard at the meeting. When clients read their own words, they say "they understood me".
Another mistake is sending the KP and waiting for an answer. Hold a separate meeting for the KP and answer the questions there.
Conclusion
In short, the KP is a written salesperson.
- Prepare the KP after the meeting.
- Start with the client's problem.
- Use a similar case as proof.
- Give the price at the end, in packages.
- Present the KP at a meeting.
Let's review your sales process together: book a consultation.
About the author. Safarmurod Abduroziqov is the founder and CEO of AURA Digital: 6 years in marketing, 50+ IT projects, ~$1M in managed ad budget. Telegram · LinkedIn
Frequently asked questions
When should you send the KP?
After the meeting where the problem was identified, when the client has asked for the price themselves. A KP sent after the first call usually goes unread.
Should the KP show the price as a range?
At the meeting you give a range, and the KP shows the exact sum and terms. Presenting packages makes the choice easier.
How many pages should a KP have?
There is no exact rule. What matters is that the first page is the client's problem and the last is the price and next step; do not add extra generic text.
Is sending the KP by email enough?
No. Set a separate meeting for the KP: questions get closed there and the decision speeds up.