Before you read anything else, the first thing that you need to understand is that proposals can be a huge waste of time for you and for your prospect. If they are not created the right way, and if the proper foundation hasn't been built, then you'll be spinning your wheels. Most proposals have a 25% win rate. If done right, your rate should jump to 60% _ 80%.
It's all about the relationship first. Many newbie business owners give a proposal to anyone that they think seems interested in their services. That is an easy way to waste your time. Before you submit a proposal, you should have already developed a strong relationship with the buyer and showed the value that you are going to deliver. Your proposal should be a reiteration of that value and relationship and should only be submitted when you know that you are going to make the sale.