In proposal writing, your first step should always be to gather information about the party who will judge your proposal. That's because you want to present a proposal tailored to that party's specific needs and knowledge level. In other words, you need to put yourself in the other party's shoes and look at the situation from that party's point of view. If you are pitching to your boss or your company executives, you might already understand their positions and their concerns. But if you are pitching to people at another company, then you will need to do a bit of work researching who they are, what they do, and what their needs are. Yes, that research can take a bit of effort, but putting in that effort makes your proposal much more likely to succeed.
Remind them why they need you. Your proposal should immediately remind the prospect of what their problem is and why they are talking to you in the first place. In other words, you should immediately start your proposal off with the pain your prospect is feeling. Are they not making enough sales? Is their message not getting out to their audience? Could their life_savings be in jeopardy? They are talking to you for a reason.