Every year, we ask ourselves one simple question: What makes a business proposal actually work?
The answer keeps coming back to two things: A solid introduction and clear pricing.
Today, we're going to focus on pricing because let's be honest - your client wants to know what they're paying before anything else. We'll break down how to write a pricing section that doesn't scare people away and actually gets them to say yes.
What is a pricing section?
It's pretty straightforward - this is where you tell your client how much your product or service costs. But here's the thing, it shouldn't be some generic number you throw at everyone. It needs to be tailored to what that specific client needs based on your conversations with them. Keep it simple. Keep it clear. Just show them what they're getting and what it costs. Quick tip is don't price based on how many hours you'll work. Price based on the value you're bringing to their business. That's what really matters.
Do I really need to put pricing in my proposal?
You might think it's better to talk about price later, maybe in a call or meeting. But here's what we've learned: clients spend about 27% of their time looking at the pricing section. That's huge. It's the second most-read part of any proposal, right after the intro. People expect to see it. Bottom line is if you want people to actually accept your proposal, put the price in there.
What should I call this section?
You'd think "Pricing" makes sense, right? Turns out, there are better options. Words like "investment", "your investment", or "ROI" tend to work way better. We're not entirely sure why, but our guess is that "investment" feels less like spending money and more like putting money into something that'll grow their business. Small change, big difference in how people react.
What goes in the pricing section?
This really depends on what you're selling and who you're selling it to. But the golden rule is don't overcomplicate it. With Wonit, you can add professional pricing tables using the drag-and-drop builder. Your client sees everything laid out nicely, what they get and what they pay. The cool part? You can make these tables work for different scenarios. So if a client wants 6 months of service instead of 3, you can show them that option clearly. No back-and-forth emails needed.
Should I offer multiple packages?
This is where a lot of people get it wrong. In normal sales, you'd want to upsell and offer different tiers. But proposals are different. Your goal isn't to give them options. Your goal is to get them to say yes. The more choices you throw at someone, the more they have to think. And the more they think, the less likely they are to sign. Best proposals? One clear offer. One clear price. One simple decision - yes or no. Makes you look confident too, which clients love.
Where does pricing go in the proposal?
Think of your proposal like telling a story. You wouldn't spoil the ending at the beginning, right? Same logic here. Don't lead with price. First, show them what you're offering, how you'll solve their problem, and maybe throw in some testimonials from happy clients. Then hit them with the price. By the time they see the number, they already understand the value. That's when pricing actually makes sense to them.
What comes after the pricing?
Once someone sees your price, they've already read through most of your proposal. They know what you offer, they've seen the price, now what? Add a "next steps" section. Tell them exactly what happens if they say yes. Make it crystal clear. No confusion.
Some people also like adding testimonials right after pricing. If you think your client needs one last push after seeing the number, this can help. Then comes the signature part.
With Wonit, clients can sign right there on the proposal with built-in e-signature. And if you want, you can add Stripe payment links so they can pay immediately after signing. No waiting, no extra emails, just done.
Conclusion
Every proposal needs pricing. It takes some trial and error to get it right, but once you figure out how to present your value clearly, you'll start getting more yeses than nos. Keep it simple, make it about their investment, and don't overwhelm them with choices. That's the formula.
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