In the rush to win business, we often find ourselves over-engineering the very documents meant to simplify the decision-making process: our proposals. We load them with information, layer on legal protections, stack products like Lego blocks, and, sometimes without realising, create friction instead of flow. In this article, we take a hard look at the barriers to entry we impose on ourselves when structuring proposals and explore whether our internal processes, templates, and contractual frameworks are doing more harm than good.
1. The Proposal Paradox: When Good Intentions Become Obstacles
Proposals are supposed to be the bridge between interest and commitment. However, when not handled strategically, they can become an unwitting blockade. Why? Because we forget who they are really for. A proposal is not just a sales document, it is a decision-making tool for the prospective client. Every layer of complexity we add must be interrogated through that lens.
2. The Product Stack Problem
Many MSPs and service providers approach proposals with a mindset of showcasing everything they can offer. The result? Product stack bloat. Instead of simplifying the client’s path forward, we present a menu that overwhelms.
Symptoms of Stack Overload:
- Bundling too many tools without contextual explanation.
- Offering multiple pricing tiers for similar outcomes.
- Introducing products that the client didn’t express interest in.
Consequences:
- Decision paralysis.
- Questions about value justification.
- Delayed sign-offs due to internal client confusion.
Fix: Focus on relevance. Include only what solves their problem. Cross-sell later once the foundational service relationship is built.
3. Agreement Anxiety: Legal Safety Nets or Bureaucratic Anchors?
Legal agreements are necessary, but they should not be used as weapons or walls. Too often, MSPs use overly rigid agreements that protect the business at the cost of accessibility.
Common Missteps:
- Legalese that obscures meaning.
- Clauses that overly favour the service provider.
- Lock-in mechanisms that create anxiety (e.g., automatic renewals without client triggers).
Fix: Strike a balance between legal robustness and client confidence. Use plain language where possible, and clearly articulate terms like notice periods, renewal cycles, and termination conditions.
4. E-Signatures vs Physical Docs: Friction Hiding in Plain Sight
It might seem basic, but the method of signing can be a dealbreaker. Requiring a client to print, sign, scan, and send back a document in 2025 is not only outdated, it creates a micro-barrier that could delay the process by days.
Fix: Standardise e-signature workflows. Platforms like DocuSign, PandaDoc, or Adobe Sign can be integrated into your CRM or proposal tools. Ensure the experience is mobile-friendly.
5. Terms and Conditions: Weaponised or Well-Structured?
T&Cs are often the most misunderstood part of any proposal. Some firms hide their most aggressive terms here, thinking no one will notice. But clients - especially legal or procurement, will.
Examples of Overreach:
- One-sided SLAs.
- Indemnity clauses skewed toward the provider.
- Excessive liability limitations with no mutual balance.
Fix: Use T&Cs to build trust, not fear. A well-structured T&C section should feel fair and transparent. Offer an executive summary of key terms in plain English alongside the legal document.
6. The Lock-in Trap: Loyalty by Force vs Value by Choice
Long-term contracts can provide stability, but when misused, they become cages. Lock-in without demonstrated value is a recipe for churn the moment the opportunity arises.
Fix: Let the value of your service be the reason a client stays, not the fine print. If long-term contracts are needed, build in fair exit clauses or trial periods that give clients confidence.
7. The Proposal Format and Length Problem
Some proposals run 40+ pages. Others are light on substance but heavy on fluff. Both extremes are problematic.
Fix: Keep proposals clear, concise, and structured around client outcomes. Use:
- Executive summary
- Scope of services
- Solution rationale
- Commercials
- Terms
- Call to action
Add annexures for technical detail if required, but keep the main body human-readable.
8. The Internal Review Bottleneck
Ironically, many proposal delays are caused not by the client, but by internal approvals. Multiple stakeholders, version control issues, and inconsistent processes can grind momentum to a halt.
Fix: Streamline internal workflows. Use proposal automation platforms, versioning tools, and define a proposal owner who drives deadlines.
9. The Psychological Barrier: Are You Subconsciously Sabotaging the Close?
Some businesses add friction because they’re not ready to win. Fear of capacity issues, onboarding delays, or scaling pains make them unconsciously complicate the path to ‘yes.’
Fix: Audit your process not just for mechanics but for mindset. Are you using proposal bloat as a delay tactic? If so, address internal readiness, not client-facing documents.
10. Final Thoughts: Proposals Should Accelerate, Not Obstruct
The next time a proposal goes out, ask:
- Is this helping the client say yes?
- Are we making it easy to agree?
- What could we remove without losing value?
We’re not just selling solutions—we’re guiding decisions. And every decision needs clarity, simplicity, and trust.