The Qualities of a Good Proposal: What It Takes to Make the Shortlist

How often do you submit a proposal thinking, “This one’s a winner”? 🏆

When your solution is strong, your messaging is clear, and you tailored the proposal for the client, it just feels right. These aren’t just good signs—they’re traits of a quality proposal.

Read on to learn what makes a proposal stand out to evaluators, so you consistently feel confident in your chances of making the shortlist.

There are plenty of factors that affect whether your company will win a contract. Maybe your sales team put in the legwork to build a relationship with the client. Maybe your capture manager thoroughly qualified the opportunity. Or, despite your best hopes, the client already has a preferred vendor in mind (like the incumbent).

But everything can change with the proposal.

That’s because no matter what conversations came before, it’s the proposal that becomes the official record. It’s what evaluators scrutinize against the RFP, and what stakeholders review to make an informed decision. Talk about pressure. 😅

The good news is that if done right, your proposal can shift perceptions, surface new value, and convince the client your company is the best possible partner for the job.

A good proposal doesn’t just tick off the RFP requirements or put a polished spin on your offering. It does so much more to capture the interest of a client.

Let’s look at which qualities make a proposal a clear winner in their eyes:

Before you can deliver a compelling proposed solution, you need to demonstrate a thorough understanding of your client’s pain points, goals, and expectations. A successful RFP response doesn’t just answer questions—it shows that you get your client and positions your solution as the answer they’ve been searching for.

This kind of understanding requires more than surface-level research. It means asking thoughtful questions, digging into the “why” behind the request, and tailoring every part of your proposal to address what really matters to them.

To gain a deep understanding of your client’s needs:

• Engage with key decision-makers (if possible): Many organizations welcome questions that help you better align your proposal with their expectations. By asking about their key objectives and the context behind the RFP, you can uncover details not explicitly stated in the document.
• Check out the client’s digital presence: Visit their website, blog, and social media profiles to gather insights on recent projects, company values, and strategic priorities. Pay attention to press releases, case studies, or featured articles—these can provide a glimpse into the challenges they’re currently tackling and their areas of focus.
• Analyze industry trends and reports: By staying up-to-date on industry trends, you can anticipate the client’s needs and frame your response in the context of relevant challenges. Whether it’s emerging technology, regulatory changes, or economic pressures, referencing these insights shows that you’re solving today’s problems and preparing for future challenges. 
• Dig into their competition—not just yours: It’s common practice to research your own competitors to highlight your unique value in the proposal, but don’t stop there. By investigating their competition as well, you can see who they’re up against, and position your solution as a competitive advantage–one that helps them outpace, out-innovate, or outmaneuver their rivals. This shows them that you’re not just offering a service, but a way to win the market.

A high-quality proposal doesn’t just go into detail about your offering, it shows how your company will take the client from where they are today to where they want to be. In other words, if you can connect your solution to their long-term goals, your proposal will become more than a response; it will be a strategic path forward.

To present a desirable solution with measurable outcomes:

• Focus on benefits, not just features: Instead of focusing solely on the technical aspects of your offering, highlight the benefits and results that the client can expect. Be sure to articulate how your solution will solve their problem, improve efficiency, reduce costs, or enhance performance.
• Outline a step-by-step plan: Outlining a detailed, step-by-step plan instills confidence in your ability to deliver. Break down your project’s key deliverables and phases, demonstrating your structured approach to reaching the desired outcomes.
• Emphasize measurable results: Use metrics and data points to demonstrate the effectiveness of your approach. Highlight how your solution will deliver specific results, such as cost savings, increased efficiency, or higher customer satisfaction. Wherever possible, back up your claims with evidence from past successes.
• Incorporate next steps and projected outcomes: End your solution section with a clear outline of next steps, detailing what the client can expect after accepting your proposal. This provides a sense of momentum and also demonstrates your proactive approach.

Clients want to know they are partnering with a company that has a proven track record of delivering results. That means that anything you say your company is capable of is meaningless unless you can back it up with proof. Only then will your proposal build the trust needed to move you from consideration to clear choice.

To establish credibility in your proposal:

• Leverage case studies and testimonials: Establish credibility by including case studies and testimonials from previous clients (preferably in the same industry or of a comparable company size). These success stories should highlight your ability to solve similar challenges and deliver impactful results.
• Highlight your team’s expertise and unique resources: Clients want to know that they’re in capable hands, so take the opportunity to introduce your team and their credentials. Position your team as a group of experts who are more than qualified—they’re also passionate about solving the client’s challenges.
• Build trust with transparency and honesty: Be upfront about your approach, timelines, and any potential limitations. Clients value partners who acknowledge challenges and proactively offer thoughtful strategies to overcome them. This level of transparency shows you’re not just trying to win the deal—you’re committed to delivering real results.

Every client has a budget, and pricing often plays a key role in the final decision. Whether your rates are competitive or premium, how you frame your pricing matters. The goal should be to shift the focus from cost alone to return on investment, positioning you not as the cheapest option, but as the best value.

To prove a worthwhile investment in your proposal:

• Show that competitive pricing doesn’t sacrifice quality: If your pricing is competitive, it’s crucial to highlight that you can offer a cost-effective solution without compromising quality, reliability, or outcomes. Emphasize that your competitive pricing doesn’t mean cutting corners on critical aspects like customer support, quality assurance, or post-project follow-up.
• Demonstrate the value of premium pricing: If your pricing falls on the higher end of the spectrum, use your proposal to justify the investment. Clients are often willing to pay more if they can see tangible benefits and long-term value. Focus on how your offering delivers superior results, reduces risks, and drives significant return on investment (ROI).
• Emphasize flexibility and scalability: Another way to strengthen your pricing proposal is to offer flexible pricing models that align with the client’s budget constraints and project requirements. These might include scalable solutions that grow with the client’s needs or tiered pricing options that provide a range of entry points.

RFPs are lengthy documents, and so are the proposals that respond to them. That’s why writing a strong proposal executive summary matters. It distills your proposal into a single page that both informs and persuades—helping key decision-makers quickly see why you’re the right choice.

To win over clients in the executive summary:

• Highlight essential information: Your executive summary should be exactly that, a summary. Focus on the client’s pain points, the tailored solution you’re offering, and the expected outcomes. By keeping it concise, you ensure the decision-makers see the value quickly, without having to sift through pages of technical details.
• Engage the evaluator: Think of the executive summary as your opening pitch—a hook that pulls the evaluator in and excites them to continue reading. It should use compelling language that piques interest, and highlight your most attractive features right up front.
• Demonstrate value: Weave your proposal win themes throughout the executive summary to set yourself apart from the competition. Focus on what makes your solution unique and how it will provide measurable, long-term value.
• Facilitate decision-making: Your executive summary should make it easy for the decision-makers to quickly see how you will meet their needs and why your solution is the right choice. By providing a high-level overview of your approach and expected outcomes, you simplify the decision-making process.

While the content of your proposal is paramount, the design and visuals are the first things the client will notice. A well-designed proposal with clear, concise, and visually appealing layouts can significantly affect how your solution is perceived.

To make your proposal look and feel professional:

•  Use a clean Layout: A cluttered, difficult-to-read proposal can turn a client off before they even begin to assess your solution. Use headings, subheadings, and bullet points to break the text into digestible sections. Use white space effectively to create a sense of order and clarity.
• Follow consistent branding: Incorporate your company’s branding (logo, color scheme, fonts) into the proposal design to reinforce your company’s identity. Make sure the branding doesn’t overwhelm the content but rather complements it in a subtle and organized way.
• Incorporate visuals and diagrams: Use relevant charts, graphs, and diagrams to simplify complex data or highlight key points. Visuals can communicate your message more effectively and make your proposal more engaging. Ensure that the visuals are relevant and directly support the content—don’t use them just for decoration.

Every proposal you submit is an opportunity to learn and improve. Whether you make the shortlist or not, take time to reflect on what worked—and what didn’t. Were there key elements you emphasized that seemed to resonate most with the client? Were there areas you overlooked or could have strengthened?

Analyzing the outcome—and keeping your winning proposals as a reference—can help you identify patterns, refine your approach, and continually raise the bar on proposal quality. Over time, this reflection process will not only improve your advancement rate (aka shortlist rate), but it will also help you become more strategic, efficient, and confident in your RFP responses.