A business proposal is a requirement in complex sales. Clients sometimes issue a Request for Proposal, commonly referred to as an RFP, from which a proposal must be written. Or, after needs identification, the salesperson will create a proposal that attempts to fill the needs as expressed by the buyer.

A properly accomplished proposal will educate the prospective client about the full nature of his or her need. Often, a prospective client may be aware of only a portion of the need they expressed during needs identification. Hopefully, the proposal persuades the prospect your solution has the ability deliver what he or she needs, better than he or she can him/herself. The proposal should also provide justification, timelines, and investment figures for the entire portion of prospect's commitment during the duration intended and in terms that are useful and understandable to the client.

Responses to RFPs requires both adherence to the guidelines and requirements of the RFP, and a complete explanation of why and how the customer will benefit by awarding the contract to the selling company.