Write a Consulting Proposal to Get Clients (+Templates)

2) Client background

In the client background section of your consulting proposal, you’re applying the McKinsey-inspired Situation-Complication-Resolution (SCR) framework.

This section, the ‘Situation,’ is crucial for building trust by demonstrating a deep understanding of where the client stands—highlighting their current challenges, market position, and key objectives.

Start by clearly detailing the client’s current situation. Use information gleaned from their Request for Proposal (RfP) or insights from direct conversations you’ve had with them. Discuss their business goals, recent efforts, and main challenges.

This approach shows you’re aware of their needs and ready to address them effectively.

Keep your language clear and straightforward. Avoid industry jargon to ensure that everyone, especially key decision-makers, can easily grasp the points you’re making.

Here’s an example of a client background slide:

3) Problem

After you’ve laid out the client’s background, it’s time to dive into the ‘Complication’.

This section focuses on the major challenges or issues that are disrupting the client’s operations or threatening their market position. It’s crucial to show why the status quo is no longer an option.

What to include:

• Why can’t things stay the same? Is there an emerging threat that could disrupt the client’s business, or is a valuable opportunity about to slip through their fingers? Highlighting these points makes it clear why immediate action is necessary.
• What’s in the way? Pinpoint the obstacles that are preventing the client from reaching their goals. This might include outdated technology, fierce competition, or inefficient processes that are holding them back.
• The risks of inaction: Detail the consequences if these challenges go unaddressed. For example, failure to act might result in decreased sales, loss of market share, or other significant setbacks.

Humans are often more motivated by the fear of losing something than by the potential to gain something new.

By emphasizing what could be lost if no action is taken, this section of your proposal taps into the client’s instinct to avoid risk.

This highlights the urgency of the situation and makes the client more receptive to the solutions you’re about to propose.

Here’s an example of a problem slide:

4) Solution and your unique approach

After unpacking the challenges, let’s explore the ‘Resolution’—this part of the proposal outlines how you can help the client solve their problems.

Here’s what you should include:

• How to tackle these challenges: Describe the specific strategies for getting past the obstacles you’ve identified. This might mean bringing in new technology, making processes smoother, or stepping up marketing efforts. Explain how these changes will benefit the client.
• Why this approach works: Discuss why your proposed solution is the right fit. Maybe it’s your history of successful implementations or the innovative methods you bring to the table. Be specific about what actions you plan to take, why they’re likely to succeed, and how they differ from standard solutions.
• Visualizing success: Describe what success will look like with your strategies in place. If improvements in sales, reduced costs, or enhanced customer satisfaction are expected, spell these out clearly. Let the client see what they stand to gain, using straightforward terms to paint a picture of the potential improvements.

Here’s an example of a solution slide:

5) Project scope

In the project scope section of your proposal, you need to spell out exactly what you’ll be doing during the project. This clarity is key to setting detailed, precise expectations and avoiding any confusion as the project progresses.

Here’s what to cover:

• Scope of work: Be absolutely clear about what your services include. Are you just designing strategies, or will you also run workshops and assist with implementing those strategies?
• Exclusions: It’s crucial to be transparent about what is not included in your scope of work. If potential tasks arise that weren’t part of the initial agreement, clearly state that these will need separate discussions and possibly additional agreements. This upfront clarity helps manage expectations and prevents scope creep.
• Communication: Detail your communication plan. How will you keep the client updated on project progress? Whether it’s through regular email updates or weekly check-in calls, outlining this plan ensures both you and the client know how and when communication will occur throughout the project duration.

An example of a project scope slide:

6) Deliverables

In this part of the proposal, you’ll outline the specific results your client can expect at the project’s conclusion—the “what.”

This section moves beyond explaining how you’ll get things done (covered in the project scope) and focuses on the tangible results you’ll deliver.

An example of a deliverables slide:

7) Timeline

In the Timeline section of your proposal, you’ll map out exactly when each task in the scope section will happen. This makes sure everyone knows the schedule and can plan accordingly.

Start by determining the start and end dates for the project. This sets the overall time frame and helps keep everyone aligned right from the start.

Then, pinpoint the major milestones—these are the key deadlines that need to be met throughout the project.

They’re important for tracking progress and also provide perfect moments to touch base with your client and handle any necessary paperwork.

It’s important to stick to this timeline as closely as you can, but it’s also key to keep some flexibility.

Sometimes, things don’t go exactly as planned, and being able to shift things around a bit without derailing the whole project is really important.

An example of a timeline slide:

8) Pricing

The pricing section of your proposal breaks down all the details about the costs for the consulting services you’re providing. It covers what each fee includes and when payments need to be made.

Decide which pricing structure suits the project best. When charging a fixed fee, it’s useful to break down the cost according to different phases or deliverables. This way, your client can see exactly what they’re paying for at each stage of the project.

For projects billed by the hour, specify the expected number of hours each team member will spend on the project. This transparency helps the client understand the workload and how it contributes to the overall costs.

An example of a pricing slide:

9) Terms and Conditions

Adding terms and conditions to your proposal means it also works as a contract, which makes everything simpler for everyone involved.

What to include:

• Cancellation policy: Explain how either side can end the agreement. Make sure to include how much notice is needed and any fees if someone decides to terminate early.
• Payment terms: Describe when payments are due—whether they’re tied to certain milestones or specific dates. Also, list which payment methods you accept and any details about initial deposits or payments needed to start the project.
• Late payment fees: Be clear about any fees for late payments. This encourages timely payments and lays out what happens if there’s a delay.
• Confidentiality and non-disclosure: Include terms to protect any confidential information shared during the project. This is crucial to keep sensitive data safe.

Offering the option to sign electronically can also speed up the process, making it easy to finalize the contract from anywhere, anytime.

Terms and Conditions slide example:

10) Next steps slide

Many people treat the final slide as an afterthought, often just slapping a “Thank you” on it and moving on. But this slide is actually crucial—it can make or break everything you’ve worked on.

Instead of closing the conversation, the last slide should keep it going and guide the client on what to do next. Do you want them to visit your website for more information? Or maybe schedule a follow-up call to discuss details?

The more actionable you make this slide, the better your chances of moving forward with the client. It’s all about making it as simple as possible for them to take the next step.

Next steps slide example: