Skill: 1kalin/afrexai-proposal-engine (version 1.0.1)

# Proposal Engine — Win More Deals Turn discovery calls into winning proposals. Full lifecycle: qualify → scope → price → write → present → close. ## When to Use - Client says "send me a proposal" - After a discovery call or meeting - Responding to an RFP/RFI - Creating a statement of work (SOW) - Pricing a new project or retainer ## 1. Pre-Proposal Qualification (Don't Waste Time) Before writing anything, score the opportunity: ### BANT-Plus Framework ```yaml qualification: budget: score: 0-3 # 0=unknown, 1=below range, 2=in range, 3=confirmed+funded notes: "" authority: score: 0-3 # 0=no access, 1=influencer only, 2=decision maker involved, 3=signer in room notes: "" need: score: 0-3 # 0=nice-to-have, 1=want, 2=need, 3=urgent/painful notes: "" timeline: score: 0-3 # 0=someday, 1=this quarter, 2=this month, 3=this week/ASAP notes: "" competition: score: 0-3 # 0=3+ competitors, 1=2 competitors, 2=1 competitor, 3=sole source notes: "" champion: score: 0-3 # 0=no internal advocate, 1=passive, 2=active, 3=actively selling for you notes: "" total: 0 # Sum of all scores. Max=18 ``` **Decision matrix:** | Score | Action | |-------|--------| | 14-18 | Full custom proposal — invest heavily | | 10-13 | Standard proposal with light customization | | 6-9 | Template proposal or decline politely | | 0-5 | Decline — not qualified. Send a polite "not a fit" email | ### Disqualification Signals (Walk Away) - They want a proposal before a real conversation - "We're just getting quotes" (you're column fodder) - No budget conversation allowed - Decision maker won't attend any meeting - Timeline is "whenever" with no urgency driver - They want you to do unpaid strategy work in the proposal ## 2. Discovery Extraction After a discovery call, extract these into structured notes: ```yaml discovery: client: company: "" industry: "" size: "" # employees, revenue range decision_makers: - name: "" role: "" priorities: [] communication_style: "" # analytical, driver, expressive, amiable situation: current_state: "" trigger_event: "" # What happened that made them look for help NOW? previous_attempts: [] # What have they tried? Why didn't it work? constraints: [] # Budget, timeline, technical, political, regulatory desired_outcome: primary_goal: "" success_metrics: [] # How will they measure success? Get NUMBERS. dream_state: "" # "If this goes perfectly, what does it look like in 12 months?" fears: [] # What are they afraid will go wrong? decision_process: steps: [] # "What happens between receiving our proposal and starting?" stakeholders: [] # Who else weighs in? timeline: "" budget_range: "" competing_options: [] value_drivers: revenue_impact: "" # Will this make them money? How much? cost_savings: "" # Will this save them money? How much? risk_reduction: "" # What risks does this eliminate? strategic_value: "" # How does this advance their bigger goals? ``` **Key rule:** If you can't fill in `success_metrics` with numbers, you don't have enough discovery. Go back and ask. ## 3. Pricing Strategy ### Cost-Plus Pricing (Floor) ``` Hours × Rate + Materials + Buffer = Floor Price Never price below this. It's your minimum, not your target. ``` ### Value-Based Pricing (Target) ``` Client's expected value from the project = X Your price should be 10-20% of X If X = $500K revenue increase, price = $50K-$100K ``` ### Three-Tier Pricing (Always Present Options) **Always offer exactly 3 options.** Anchoring psychology makes the middle option feel like the best deal. ```yaml pricing_tiers: good: name: "" # e.g., "Foundation", "Essential", "Starter" price: 0 description: "Solves the core problem" includes: - "Core deliverable 1" - "Core deliverable 2" excludes: - "Everything in Better/Best" timeline: "" best_for: "Budget-conscious, clear scope, minimal customization" better: name: "" # e.g., "Growth", "Professional", "Recommended" price: 0 # 1.5-2.5x of Good description: "Core + optimization + support" includes: - "Everything in Good" - "Additional deliverable 1" - "Additional deliverable 2" - "30 days support" timeline: "" best_for: "Best value — most clients choose this" recommended: true # Mark this one visually best: name: "" # e.g., "Enterprise", "Premium", "Partnership" price: 0 # 2-4x of Good description: "Full transformation + ongoing partnership" includes: - "Everything in Better" - "Premium deliverable 1" - "Premium deliverable 2" - "90 days support" - "Quarterly reviews" timeline: "" best_for: "Maximum results, full partnership" ``` **Pricing rules:** 1. Never show hourly rates — price the outcome, not the time 2. Good option should still be profitable (don't create a loss leader) 3. Better option is your target — design it to be obviously the best value 4. Best option is the anchor — makes Better look reasonable 5. Use round numbers ending in 0 or 5 (not $12,347) 6. Annual/retainer pricing: show monthly equivalent AND total (monthly feels smaller) ### Payment Terms ```yaml payment_terms: project: # For fixed-scope projects deposit: "50% on signing" milestone_1: "25% on [milestone]" final: "25% on delivery + approval" late_fee: "1.5%/month after 30 days" retainer: # For ongoing work billing: "Monthly, billed in advance" minimum_term: "3 months" unused_hours: "Do not roll over" overage_rate: "$X/hour" cancellation: "30 days written notice" saas: # For software/platform billing: "Annual (2 months free) or monthly" payment_method: "Credit card on file" refund_policy: "30-day money-back guarantee" ``` ## 4. Proposal Structure ### The Winning Formula Every proposal follows this arc: **Mirror → Solve → Prove → Ask** ``` 1. Their World (Mirror) — Show you understand their situation 2. The Gap (Problem) — Articulate what's broken/missing 3. The Bridge (Solution) — Your approach to closing the gap 4. The Proof (Evidence) — Why you specifically can deliver 5. The Path (Plan) — How you'll get there, step by step 6. The Investment (Pricing) — Three options, value-framed 7. The Ask (Next Steps) — Exactly what happens when they say yes ``` ### Section-by-Section Guide #### Cover Page ``` [Client Logo] + [Your Logo] "[Project Name]: [Outcome-Focused Subtitle]" Prepared for: [Decision Maker Name], [Title] Prepared by: [Your Name], [Title] Date: [Date] Valid until: [Date + 30 days] Confidential ``` #### 1. Executive Summary (1 page max) Write this LAST but put it FIRST. The decision maker may only read this page. Template: ``` [Client] is facing [specific challenge] that is costing approximately [quantified impact — dollars, hours, risk]. After [discovery call/meeting], we understand that your priority is [primary goal] by [timeline]. We propose [one-sentence solution] that will [primary outcome + metric]. Based on [similar project/experience], we expect [specific result] within [timeframe]. Three engagement options are detailed below, ranging from $[Good price] to $[Best price]. We recommend [Better option name] for the optimal balance of speed, thoroughness, and value. Next step: [specific action] by [date]. ``` **Rules:** - No jargon. Write at 8th grade reading level. - Include at least one number (cost of inaction, expected ROI, timeline). - Name the decision maker. This is personal. #### 2. Understanding Your Situation (Mirror) Restate what you learned in discovery. Use their exact words where possible. ``` Current state: [What they told you about today] Trigger: [Why they're looking for help NOW] Impact: [What this problem is costing them — quantified] Previous attempts: [What they've tried, why it fell short] Desired outcome: [What success looks like — in THEIR words] ``` **Why this works:** When prospects see their own words reflected back accurately, trust skyrockets. They think "these people actually listened." #### 3. Proposed Solution Structure: What → Why → How ``` What we'll deliver: - [Deliverable 1]: [One sentence on what it is and why it matters] - [Deliverable 2]: [One sentence] - [Deliverable 3]: [One sentence] Why this approach: - [Reason 1 — tied to their specific situation] - [Reason 2 — addresses a concern they raised] - [Reason 3 — differentiates from alternatives] What's explicitly NOT included: - [Out of scope item 1] - [Out of scope item 2] (This prevents scope creep and manages expectations) ``` #### 4. Proof & Credibility Pick 2-3 of these (not all): ```yaml proof_elements: case_study: client: "[Similar company]" challenge: "[Similar problem]" solution: "[What you did]" result: "[Quantified outcome]" timeline: "[How long it took]" testimonial: quote: "" attribution: "[Name, Title, Company]" credentials: - "[Relevant certification]" - "[Years of experience in this specific area]" - "[Number of similar projects completed]" methodology: name: "" description: "Brief explanation of your proven process" guarantee: type: "" # money-back, performance, satisfaction terms: "" ``` **Rule:** Every proof element must be relevant to THIS client's situation. Generic "we're great" claims are worse than no proof at all. #### 5. Project Plan & Timeline ```yaml timeline: phase_1: name: "Discovery & Planning" duration: "" activities: - task: "" owner: "" # "Us" or "Client" deliverable: "" milestone: "" # What signals this phase is complete? client_requirements: [] # What do you need from them? phase_2: name: "Build / Execute" duration: "" activities: [] deliverable: "" milestone: "" client_requirements: [] phase_3: name: "Review & Launch" duration: "" activities: [] deliverable: "" milestone: "" client_requirements: [] ongoing: # If applicable name: "Support & Optimization" duration: "" activities: [] review_cadence: "" ``` **Include client responsibilities.** Delays are almost always caused by the client. Document what you need from them and when. #### 6. Investment (Pricing) Present the three tiers from Section 3. Frame as investment, not cost. ``` ROI framing: "The [Better] option is an investment of $X. Based on [discovery data], we expect this to [generate/save] $Y within [timeframe], representing a [N]x return." Cost of inaction: "Every month without a solution, [Client] is [losing $X / spending Y hours / risking Z]. Over the proposal validity period alone, that's $[amount]." ``` #### 7. Next Steps & Terms ``` To proceed: 1. Select your preferred option (Good / Better / Best) 2. Sign this proposal (e-signature below or reply "approved") 3. Submit deposit of [amount] 4. Kickoff call scheduled within [X] business days This proposal is valid until [date — 14-30 days]. After that, pricing and availability may change. ``` ### Terms to include: - Payment schedule - Revision/change request process (with cost implications) - Cancellation terms - IP ownership (who owns the deliverables?) - Confidentiality - Limitation of liability ## 5. Proposal Quality Checklist Score each dimension 0-10. Minimum 70/100 before sending. | # | Dimension | Check | Score | |---|-----------|-------|-------| | 1 | **Relevance** | Does every section reference THEIR specific situation? | /10 | | 2 | **Clarity** | Could a non-expert understand what you're proposing? | /10 | | 3 | **Proof** | Are claims backed by data, cases, or testimonials? | /10 | | 4 | **Value framing** | Is ROI/cost-of-inaction clearly articulated? | /10 | | 5 | **Specificity** | Concrete deliverables, dates, numbers (not vague promises)? | /10 | | 6 | **Objection handling** | Does it preemptively address likely concerns? | /10 | | 7 | **Visual quality** | Clean formatting, easy to scan, professional? | /10 | | 8 | **Call to action** | Crystal clear next steps with timeline? | /10 | | 9 | **Risk reduction** | Guarantees, testimonials, or milestones that reduce buyer fear? | /10 | | 10 | **Competitive edge** | Does it show why YOU vs alternatives? | /10 | ## 6. Proposal Delivery & Follow-Up ### Delivery Rules 1. **Never email a proposal cold.** Present it live (call/meeting) or send with a Loom video walkthrough. 2. Send PDF + a one-paragraph email. Don't bury it in a wall of text. 3. Subject line: "[Client Name] × [Your Company] — Proposal for [Outcome]" ### Follow-Up Cadence ```yaml follow_up: day_0: "Send proposal + personal video walkthrough (2-3 min)" day_2: "Quick check-in: 'Did you have a chance to review? Any questions?'" day_5: "Value-add: Share a relevant article, case study, or insight" day_8: "Direct ask: 'Are you leaning toward an option? Happy to jump on a quick call'" day_14: "Scarcity: 'Proposal valid until [date]. Want to lock in the timeline?'" day_21: "Last touch: 'Wanted to check in one final time. If timing isn't right, no worries — happy to revisit when it makes sense.'" day_30: "Close the loop: Move to 'closed-lost' if no response. Send graceful close email." ``` ### Objection Response Templates **"It's too expensive"** → Reframe to value: "I understand. Let me ask — if this [achieves outcome], what would that be worth to your business over 12 months? The investment is [X]% of that value." → Offer the Good tier: "We also have the [Good option] at $[X] that covers the core need." **"We need to think about it"** → Diagnose: "Absolutely. To help you evaluate — is there a specific concern I can address, or information you need that would help the decision?" **"We're looking at other options"** → Differentiate: "Smart to compare. What criteria are most important in your decision? I want to make sure our proposal addresses what matters most." **"The timeline doesn't work"** → Adapt: "When would be ideal? Let me see if we can restructure phases to align with your timeline." **"We need to get approval from [someone]"** → Enable: "Happy to join a brief call with [person] to answer any questions directly. Would that help speed things up?" ## 7. Proposal Templates by Type ### Consulting/Advisory Proposal Focus on: situation analysis, methodology, expected outcomes, engagement structure Tone: authoritative, advisory Pricing: project fee or monthly retainer Key proof: similar client results, methodology name ### Software/Technical Proposal Focus on: technical approach, architecture overview, integration plan, support Tone: clear, technical but accessible Pricing: project phases + ongoing license/maintenance Key proof: technical credentials, uptime stats, security compliance ### Creative/Agency Proposal Focus on: creative vision, mood boards/references, deliverable list, revision process Tone: confident, visually-driven Pricing: project fee with defined revision rounds Key proof: portfolio samples, brand work examples ### RFP Response Focus on: point-by-point compliance, differentiators, team bios, references Tone: formal, thorough Pricing: as specified in RFP Key proof: relevant contract experience, certifications, references **Tip:** Answer every question in the RFP even if irrelevant. Non-responsive = disqualified. ## 8. Common Mistakes (Avoid These) 1. **Writing about yourself first.** Lead with THEIR problem, not your company bio. 2. **One option only.** Always offer 3 tiers. One option = take it or leave it. 3. **Vague deliverables.** "Marketing strategy" means nothing. "30-page go-to-market playbook covering channels, budget allocation, and 90-day campaign calendar" means everything. 4. **No deadline.** Open-ended proposals die. Always include expiration date. 5. **Sending without presenting.** Proposals sent blind close at 10-20%. Presented live: 40-60%. 6. **No follow-up system.** 80% of deals close after the 5th follow-up. Most people stop at 1. 7. **Burying the price.** Don't make them hunt for it. Investment section should be easy to find. 8. **Ignoring the real decision maker.** If you're writing for the wrong person, you've already lost. 9. **Over-designing, under-writing.** Beautiful PDF with weak content loses to ugly doc with killer strategy. 10. **Not quantifying value.** If you can't show ROI, the price is always "too much." ## Quick Start **"Create a proposal for [client]"** → I'll walk you through discovery extraction, qualification scoring, pricing strategy, and generate the full proposal with follow-up plan. **"Score this opportunity: [details]"** → BANT-Plus qualification score with go/no-go recommendation. **"Help me price [project]"** → Three-tier pricing with value framing and payment terms. **"Review my proposal: [paste/file]"** → Quality checklist score with specific improvement suggestions. --- *Built by AfrexAI — AI-powered business tools that actually work.*


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