Nailing Your Proposals - From Maybe to Yes series #3 (EP#57)
If you’ve ever wondered what to include, how detailed your proposal should be, how to personalise it, or how to make it feel premium. Fi shows you how to create a proposal that actually sells your work and makes it easy for clients to say yes.
In this episode of Money Secrets, Fi continues Part 3 of the four-part From Maybe to Yes series — and this time, she’s diving into one of the most overlooked but high-impact parts of your sales process: your proposal.
Listen to Episode 57
What You’ll Learn in This Episode
Why proposals are a key sales tool, not paperwork. Often, the person reading your proposal wasn’t on the discovery call — meaning this document must stand alone and clearly communicate your value, process, and expertise.
The difference between:
Template sections (the beautifully designed, always-consistent foundations), and
Custom sections (tailored specifically to that client’s goals, challenges, and context).
How to show “what’s in it for them”: A strong proposal doesn’t jump straight to pricing. Fi shares how to help your client imagine what their future looks like after working with you — and why this emotional connection drives conversion.
What to customise — and why personalisation matters: From goals to scope, timelines to inclusions, Fi explains the exact elements you should tailor so your client feels seen, understood, and supported.
Why you should recommend one option — not 14: Too much choice overwhelms clients. Fi explains how to confidently recommend the best-fit option, backed by what you learned in the discovery call.
How to tailor proposal length to the investment: A $500 offer doesn’t need a six-page PDF. A $5,000 project deserves depth. Fi walks you through how to match your proposal’s complexity to the decision your client is making.
How to identify when someone is not the right fit — and still build the relationship: Learn how to gracefully redirect, recommend someone else, and stay in integrity without burning bridges (because referrals and future work often come from these calls).
Why a second discovery call is sometimes the right next step: For complex or custom work, Fi shares how to re-engage thoughtfully so you can refine scope, recommend the right path forward, and build trust.
Nailing Your Proposals - From Maybe to Yes series #3 (EP#57)
Money Secrets Podcast – Episode 57
Introduction
We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.
The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.
Because I believe small business can change the world. And to do that, we need to be making more money.
Acknowledgement of Country
This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. I’d like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on.
I pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.
Why Your Proposal Matters More Than You Think
Fi opens this episode with a memorable story: she once received a Word document proposal from a graphic designer. Despite a great referral and a solid conversation, the proposal completely missed the mark — and Fi chose not to move forward.
The takeaway?
Your proposal is often the first real experience a client has of what it’s like to work with you.
You can do everything right up to this point — attract the right client, run a great discovery call — and still lose the sale if your proposal doesn’t reflect the quality of your work.
A proposal isn’t just a quote.
It’s a sales document.
The Two Parts of a High-Converting Proposal
Fi recommends thinking about your proposal in two distinct sections:
1. The Template (Reusable for Every Client)
This is the part you create once and refine over time.
It should:
Look polished and professional (yes, design matters)
Clearly explain why someone should work with you
Showcase your experience, niche, and process
Include social proof or examples of similar clients you’ve helped
Help the client imagine what working together will feel like
This section should sell long before the client sees the price.
Think of it as your CV — but human, warm, and client-focused.
2. The Custom Section (Tailored to the Client)
This is where you show the client that you listened.
In this section, you want to:
Reflect their goals, challenges, and context
Explain why they’re a great fit for your work
Clearly outline scope, inclusions, and timelines
Recommend one clear option (not 14)
Set a next step and a clear expiry or decision date
Clients don’t want choice overload.
They want clarity.
A strong recommendation based on their goals makes saying yes much easier.
Make the Decision Easy (and Respectful)
One of the biggest mistakes Fi sees is offering too many options and asking the client to decide.
Instead:
Understand the client’s goals deeply
Recommend the most suitable option
Explain why that option makes sense
Respect the scale of the investment they’re making
A $500 decision and a $5,000 decision shouldn’t be treated the same way. The higher the investment, the more care, clarity, and detail your proposal should provide.
And remember — proposals are often shared internally. Someone who wasn’t on the discovery call might be making the final decision. Your proposal should stand on its own.
When a Second Call Makes Sense
Not every project can be scoped in one conversation.
If something is complex:
Set clear guardrails
Share an indicative approach
Suggest a second call to refine details
That’s not a failure of the sales process — it’s good strategy.
Good Money Club
Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.
We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.
Final Thoughts
Your proposal is not an admin task.
It’s not just a price list.
And it’s definitely not an afterthought.
It’s a powerful sales tool that should:
Tell a story
Build confidence
Reflect your expertise
And help the right client say yes with ease
When done well, your proposal becomes an introduction to what it feels like to work with you — and that can make all the difference.
If you want support refining your sales process end-to-end, Fi has created a workbook that walks through all four stages: attracting clients, discovery calls, proposals, and follow-up.
Next up in the series: how to follow up your proposals without feeling awkward or pushy.
Outro
Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.
We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.
In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.
Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.
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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business
If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.
Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us?
Check out my FREE Pricing Training you need to set your prices for profitability.
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This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.
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