The Ultimate Guide to Creating a High-Impact Proposal Process
"If You Can't Describe What You're Doing as a Process, You Don't Know What You're Doing." — W. Edwards Deming
Let’s face it—creating and sticking to a structured process in sales can be tough. In a world that values agility and quick thinking, a process might feel restrictive. But, according to "The Challenger Sale," the most successful sales teams don’t just rely on talent or charm (sorry!). They follow a clear, consistent process that challenges the customer's thinking and builds value at every step.
Research backs this up. According to Gartner, 77% of top-performing sales organizations have a well-defined sales process. But it’s not just about checking boxes—it’s about doing the right things, at the right times, to win the right deals. Without a solid process, even the best salespeople and proposal teams can struggle. But with one, they have a proven path to navigate complex buying decisions, overcome objections, and ultimately close more deals.
Why Your Proposal Process Matters: The Flywheel Effect
Without a solid process, things get chaotic. People don’t know what they should be doing, make poor decisions under pressure, and everyone gets stressed out. But when your team has a reliable, easy-to-follow system, it’s like a flywheel: once it starts spinning, it creates its own momentum, and winning deals becomes second nature.
Here’s the kicker: your proposal process shouldn’t just be a “process.” It needs to be a system that makes it ridiculously easy for your team to do the right things at the right times—so winning becomes a habit, not just a hope.
14 Steps to Create a High-Impact Proposal Process
Here’s a quick rundown to help you build a proposal system that wins:
Customer Targeting. Don't chase every shiny object. Use data to identify the customers that give you the best chance of winning. Keep an eye out for key changes—like new executives or regulatory shifts—that could open doors.
Pre-Proposal Planning. Get ahead. If you know an RFP is coming, start planning now. Assemble your A-team, draft a preliminary solution, and secure resources. This saves time and builds trust with your customer.
Qualifying. Not every RFP is worth your time. Use a simple, data-driven checklist to qualify opportunities. This will help you decide quickly which ones are worth pursuing.
Strategizing. Hold a strategy session to lock in your win strategy. What story will resonate with the customer? What are your key differentiators? Make sure everyone is clear on the game plan.
Assigning: Assign tasks immediately after your strategy session. No delays, no confusion. Make sure everyone knows their responsibilities and deadlines—and get a firm commitment from each person involved.
Cadence Calls/Communication. Keep everyone on track with regular check-ins—twice a week works well. These quick 30-minute standups help maintain alignment, tackle issues early, and keep the momentum going.
Reviewing. Never submit a proposal without a thorough review. Conduct three key checks: accuracy, customer messaging, and readability. Assign the right people to each check, and ensure nothing goes out that isn’t perfect.
Designing. Make your proposal look like a winner. If you’re in the public sector, stick to the template. In more flexible environments, use branding, clear layouts, and compelling visuals to stand out.
Submitting. Don’t mess this up. Follow the customer’s submission guidelines to the letter. Plan for unexpected issues—like technical glitches or delivery delays—and submit early to avoid last-minute drama.
Presentation. Tailor your presentation to each stakeholder. Understand who’s in the room and what they care about, then craft your content to hit those notes. Make it memorable.
Recycling Content. Reuse, don’t reinvent. Maintain a library of great content—like company backgrounds, case studies, and service offerings—and keep it up-to-date. Use tools like Ombud, CV Partner, and Talewind to manage and recycle your best content.
Feedback. Don’t wait for the next RFP to find out what went wrong. Set expectations for feedback early, ask specific questions, and use what you learn to refine your process.
Data Capture. Track the metrics that matter—like win/loss rates, response times, and customer acquisition costs. Use this data to see what’s working and adjust your strategy accordingly.
Continual Nurturing. Don’t stop after the win. Keep building relationships. Stay engaged, offer value, and show your customers that you’re invested in their success for the long haul.
How to Build Your Own Proposal System
I work with large sales organizations to build or refine their proposal and sales systems. Most want a system that works—one that objectively drives winning bids.
The key is to build a process that fits your unique challenges, aligns with your goals, and empowers your team to perform at its best. Here are my top tips:
Understand Your Team's Needs: Talk to everyone involved in the proposal process to understand their pain points and goals. You need their input to build a process that actually solves their problems.
Formulate Timelines and Steps: Create a standard timeline for each phase of the proposal process. Make sure everyone knows what to expect and when.
Assemble Your Core RFP Response Team: Clearly define roles and responsibilities. This avoids confusion and ensures accountability.
Create Your First Draft: Develop a draft of your proposal process that incorporates best practices and aligns with your team’s needs. Get feedback and refine it as needed.
Develop Proposal Process Content: Create training materials, templates, and checklists to support your process.
Standardize Proposal Formats: Ensure all proposals have a consistent look and feel to maintain professionalism and speed up reviews.
Train Your Team: Conduct regular training sessions. The best process in the world is useless if no one follows it.
Update Annually: Revisit and refine your process regularly to keep it effective.
I Have a Notion Checklist!
You can steal my proposal process checklist with my Notion template here. Customize it to work for you. Use it to reduce proposal chaos and win more deals. You’re welcome!
Ready to Start Winning More Deals with Less Stress?
Let’s get to work! Sign up for my FREE 5-day email course, "Building Your Perfect Proposal Process." You'll get daily lessons packed with actionable tips, a practical checklist, and everything you need to create a winning system tailored to your team’s needs.
I promise, this isn’t just another generic course—you’ll get real, practical insights that you can apply immediately to start winning more deals with less hassle.
