Updated on 21 September 2026 by the Proposal Expert editorial team
Close B2B deals with a proposal that communicates value clearly
General-purpose B2B sales proposal template with problem and solution, pricing tiers, social proof and next steps. Personalise it per client account in minutes.
A sales proposal template is a proposal document that an account executive or sales team uses to present a product or service to a business client after one or more sales conversations. You use it when a buyer, director or department head expects a concrete offer with pricing, a business case and an implementation plan before signing. This template includes a client-specific situation analysis, the solution, an ROI calculation, three pricing tiers such as starter, professional and enterprise, case studies from similar clients, an onboarding plan and a signature field.
The template opens with a situation analysis that reflects the client's own words from the sales call, followed by the solution overview and the product or service details. The weight sits in the ROI calculation and the three pricing tiers, because that is where the client justifies the investment internally. Case studies from similar clients, the implementation and onboarding plan and the signature field make the proposal ready to sign straight away.
This template is meant for account executives, sales teams and founders closing B2B deals with a term of a year or longer, such as SaaS subscriptions, service contracts or partner deals. The reader is a buyer, director or budget holder who has to defend the proposal internally. Customer success teams use it too for upsells and renewals, because the pricing tiers show what a higher plan adds.
Rewrite the situation analysis first using the goals and pain points the client named themselves. Then adjust the three pricing tiers so the middle plan matches exactly what the client needs. Fill the ROI calculation with the client's own numbers, such as current costs or hours spent. Choose a case study from the same sector and of similar size, and check the term, notice period and payment terms before enabling the signature field.
This sales proposal example shows how a B2B supplier proposes a yearly office furniture and supplies contract to a growing accountancy firm with three offices. Instead of one price it offers three tiers, so the buyer chooses which rather than whether. Volume pricing, delivery service levels and the ordering process are written as commitments the buyer can hold the supplier to. The one-off fit-out of the new office is listed apart from the yearly supply contract, so the two amounts are never confused.
This proposal can be downloaded as a Word document (.docx) on this page.
From: Meridian Office Supply, Antwerp
To: Castellan Accountants, Ghent
Date: 18 September 2026
Reference: PRO-2026-330
Valid until: 18 October 2026
Castellan Accountants opens a third office in Ghent on 1 December with 28 workstations, and currently buys furniture and supplies for its Bruges and Kortrijk offices from four suppliers on separate invoices. In our meeting on 12 September you said that you want one supplier, one monthly invoice and delivery within two working days, and that the new office must be furnished before the movers arrive on 27 November.
The Ghent office fitted out and ready for use on 26 November, and from 1 December one supply contract for all three offices with a single monthly invoice, delivery within two working days on 95 percent of orders and a ten percent lower total cost than your combined 2025 spend of 41,000 euro.
Fit-out: 28 height-adjustable desks, 28 ergonomic chairs, 6 meeting tables with 24 chairs, storage and acoustic panels for the open floor, delivered and assembled by our own team on 24 and 25 November. Supply contract: a yearly agreement for paper, toner, stationery, kitchen and cleaning supplies for three offices, ordered through a portal with your approval rules, delivered from our Antwerp warehouse. We offer three contract tiers. Essential: catalogue prices with a five percent contract discount, delivery in three working days. Standard: eight percent discount, delivery in two working days, quarterly review. Premium: twelve percent discount, next-day delivery, a stock check per office every two weeks and a dedicated account manager. IT hardware and coffee machines are outside this proposal.
After your approval we reserve the furniture on 22 September; the lead time for the desks is seven weeks. Delivery and assembly in Ghent on 24 and 25 November, walk-through with you on 26 November. The supply contract starts on 1 December with a portal set-up session for your office managers in the week of 23 November.
The fit-out is a one-off amount, listed in the table below and excluding 21 percent VAT, invoiced 50 percent on approval and 50 percent after the walk-through. The supply contract is priced per tier as a yearly fee for the service level, listed as a recurring item, plus the discounted catalogue prices for what you order. Based on your 2025 volume, the Standard tier lands at about 36,500 euro a year including the fee, a saving of 11 percent.
This proposal is valid until 18 October 2026. Furniture carries a five-year warranty on frames and mechanisms. The supply contract runs twelve months from 1 December and renews yearly unless cancelled with two months notice. Delivery performance is reported monthly; if we fall below 95 percent in a quarter, that quarter's service fee is credited. Our general terms apply.
Sign at the bottom of this document and tick the contract tier you prefer. We will then confirm the furniture reservation the same day and send your office managers an invitation for the portal set-up session.
| One-off costs | Amount |
|---|---|
| 28 height-adjustable desks with cable management | €15,400.00 |
| 28 ergonomic task chairs | €9,800.00 |
| 6 meeting tables with 24 chairs | €7,200.00 |
| Storage units and acoustic panels | €5,600.00 |
| Delivery, assembly and removal of packaging | €1,900.00 |
| Subtotal excl. VAT | €39,900.00 |
| VAT 21% | €8,379.00 |
| One-off total incl. VAT | €48,279.00 |
| Recurring costs | Amount excl. VAT |
|---|---|
| Standard tier service fee, per month (Essential 120, Premium 420) | €240.00 |
Agreed on behalf of Castellan Accountants
Three is the number that works in practice and in the research: a smaller, a preferred and a larger option. One price asks yes or no; three ask which. Put the option you want to sell in the middle and make the differences about service, not only about the discount. In the example the tiers differ on delivery time, review rhythm and account management, so the buyer compares what they get, not just what they pay.
As a number, a measurement and a consequence. "Delivery within two working days on 95 percent of orders, reported monthly, with the quarter's service fee credited if we fall short" is a service level; "fast and reliable delivery" is not. Buyers in procurement look for exactly these lines, and a supplier who writes them down is trusted more than one who does not. Only promise what you can measure from your own systems.
Yes, if the client asked for both, but in separate tables and with separate totals. In the example the office fit-out is a one-off amount with a payment schedule, and the supply contract is a recurring fee plus discounted catalogue prices. Adding the two produces a figure that means nothing to the buyer and inflates the perceived price. State the yearly contract value in prose, based on the client's own volume, so the saving is visible.