Page 104 · Module 04, Sell Like a Pro · this screen continues that page
All 108 frameworksProposal Writing — Win Story
You send detailed, professional proposals that prospects read, compliment, and then go
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
The single most impactful change to any proposal: move the executive summary to after the Complication section, not at the top. Prospects who feel their problem has been understood read proposals differently. Understanding before solution is the sequence that closes.
Who should run this prompt
Module role profileWho should prepare and run your sales conversations? Every stage of a sale requires a different mindset. The person who writes great cold outreach thinks differently from the person who closes enterprise deals. The buyer's procurement officer thinks differently from both. Use internal roles to prepare and execute. Use outside perspectives to find the objections, hesitations, and real decision criteria before they surface in a live conversation.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvessilent on.Your proposals are comprehensive but they don't compel action. They document your solution but don't tell a story.
How the framework works
From the printed pageA Win Story is a proposal structure that mirrors how humans make decisions - through narrative, not specifications. The structure has six parts: Situation (their world as it is today), Complication (the problem and its cost), Resolution (what success looks like), Solution (your approach- positioned as the bridge from complication to resolution), Proof (evidence that you can deliver), and Call to Action (one clear, specific next step). The key difference from a standard proposal is that the customer's story comes first. Your solution is a supporting character, not the lead.
The method, in four moves
Do these in orderWrite the Situation and Complication sections using the prospect's exact words from your discovery call.
The Resolution section should describe their future state not your features.
Proof should be a specific result, not a general claim.
The Call to Action must be one thing not a list of next steps. Write proposals that close, not just inform Proof Needs a Match Generic proof is worse than none. If your Proof example doesn't mirror the Complication you named earlier, the reader notices the gap and starts doubting the rest of the proposal instead of trusting it.
Where the framework comes from
Solution selling methodology — Win Story narrative structure
Pairs well with
As printed with this frameworkModule 04 — Sell Like a Pro
Build a machine that turns cold strangers into paying customers.
11 frameworks, printed on pages 91–112.
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