Writing a Business Proposal Letter [with Samples]

A business proposal letter is a sales document that is sent by a business to a prospective client. It is primarily used to solicit the client’s business and focuses on how the product or service being offered by the business will benefit the client. 

There are two main types of business proposal letters. One type is sent when the services or products are requested by the client, and the other is sent to a prospective client unsolicited.

Focus On A Specific Project

The letter is focused on a specific project and not intended as a general sales document. They are sent to the specific person in charge of the project, and the aim is to develop a business opportunity. 

If the business proposal is being sent because of a request for proposal (RFP), the letter should follow the structure that is requested in the RFP. 

The most common features are:

• A short description of the business’s service or product and how they will benefit the client’s business
• A short description of the project and how the business will handle it
• Answers to any questions put by the RFP
• A quote for materials, tools, delivery, labor and other costs of the project

If the letter is being sent to a potential client unsolicited, its intent is to create interest in the client for the business’s products or services creating a new business opportunity. 

It should follow the same format as an RFP but include more information that will answer any questions the client may have. The aim is to present a valuable proposition with a call to action.

The first step a business should take before sending an unsolicited business proposal letter is to learn as much as possible about the potential client. This will not only impress the client, it will also help the business avoid becoming connected to a less-than-standard client. 

Research Client’s Mission Statement

The business can research the client’s mission statement, and how they make decisions. This will help the business frame its letter. 

For example, most companies want more profit, but if the company is looking for something new to offer their clients, this may be the angle to take, or if the client needs an edge on their competition, this can be mentioned in the letter as a benefit. 

Unsolicited Letter

An unsolicited letter needs to catch the client’s attention. One of the best ways to do this is to present an offer that they won’t want to refuse. Once this offer is on the table, the letter needs to make it easy for the client to accept. 

If the proposal is very complicated, the client will most likely disregard it. The proposal should be simple, which means the business may need to take on more responsibility at first. Once the prospective client becomes a real client, the collaboration will become more lucrative. 

Be Specific

The letter should also be specific. It’s not enough to tell the potential client their profits will increase, the business needs to give specific numbers based on predictions from their own marketing statistics that show real data. 

Along with specific numbers, the letter needs to be personal. A letter that appears to be from a template or generic will not be taken seriously. It will look like an advertisement and be discarded. If the letter is from a specific person to a specific person, it will be valued. 

Call To Action

A call to action at the end of the letter is essential, but it shouldn’t be overbearing, unrealistic or inaccurate. For example, the offer may expire after 10 days, or be for an unspecified limited time only. If the letter offers any incentive, it must be true. 

Below are samples of business proposal letters. It should be written in formal business-letter style and sent by certified mail. Emails are too easy to overlook or delete. A certified letter will be taken more seriously. 

Sample 1 – Unsolicited Business Proposal Letter

Joanne Simpson
ABC Catering
5678 Business Way
Baltimore, MD, 40006

May 04, 2019

James Fine
XYZ Business
220 Georgetown Street
Washington, DC,  20008

Dear Mr. Fine:

My catering company can help you lower the cost of your events by 50 percent. We provide delicious meals and hors d’oeuvres at half the cost because we use fresh, local ingredients. I believe we can give you substantial savings on every event.

I have attended several of your events and understand the quality and amount of food you require to make it a success. I would be happy to meet you and go over menus for several different types of meals and snacks and show you how we provide quality food at reduced prices. 

I have been in the catering business for 10 years and have 15 repeat customers every year. We’ll provide every option including vegetarian, vegan, gluten-free, kosher and halal. 

Please call me at (234) 222-1234 or email me at joanne@email.com and I will be happy to meet you at a time that is convenient for you.


Joanne Simpson

Sample 2 – solicited Business Proposal Letter

Name of DJ
Address of DJ
City, State, Zip Code


Name of Event Organizer
Address of Event Organizer
City, State, Zip Code

RE: Proposal to serve as a DJ for wedding on DATE

Dear Name of Event Organizer:

I have received a request from you for my services as DJ at the wedding on DATE at VENUE. Thank you for showing interest in the quality of my work. I have been the musical supervisor and emcee for more than 50 weddings and have served clients in the venue you have chosen three times in the past. 

Please see the testimonials on my website DJWebsite.com. I would be happy to give you the names of former clients if you would like to speak to references.

I provide continuous music with breaks for announcements, toasts and speeches. I have a large repertoire of music from which to choose and I will play a combination of the latest hits, show tunes and the bride and groom’s selections.

I own my own sound system with speakers and wireless mic. Because of this, I am able to keep my prices competitive. I will also dress according to the bride’s instructions and can wear casual or formal attire. I believe my music stands out from my competition because I work closely with you to give you exactly what you want.

Enclosed, you will find my standard contract for weddings. It clearly states the services I offer, equipment I will bring and the timings for set-up before the event. 

The costs are stated and the total quote is given. I am committed to doing my part to help make your wedding a wonderful, memorable event. I can be reached at Phone Number and Email Address any time. Thank you for considering me and I hope to get a favorable reply from you soon.


Signature of DJ
Printed Name of DJ
List of Enclosures: Standard DJ Contract for Wedding

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