Five changes that compound. None of them are content — all are structure.
1. Three-option pricing
Single-price quotes get compared against everything. Three-option quotes (Good / Better / Best) keep the prospect comparing inside your proposal, not against competitors. Aim for the middle option to be the obvious-best-value.
2. Anchor with the highest tier first
Reading the highest tier first calibrates expectations. The middle and lower options then feel like savings rather than concessions.
3. Quote within 4 hours of the discovery call
The prospect's memory of the conversation peaks the day it happens. Sending the quote within 4 hours means they sign while the urgency still feels real. Sending two days later means they're comparing notes with their team and forgetting what made you unique.
4. End with a sentence about outcomes, not features
The last paragraph of the quote should describe what changes in the prospect's business when the proposal is accepted — not what your team delivers. Outcomes-first ends are 12-15% more likely to close.
5. Set the expiration to 7 days, not 30
A 30-day expiration removes urgency. A 7-day expiration creates a forcing function. Most quotes that don't close in 7 days won't close in 30 either — but the 7-day version closes more of the ones that would have.