Proposals and pitches should be client-friendly, not ego-friendly

When last have you reviewed the proposal and pitch structure and content you (or your sales team) use?

It's easy to habitually use an existing template that ticks all the information boxes, but what about the influence factor?

Yes, a prospective client wants to gauge credibility, but more than that they want to know how well you understand their problem and how you're going to solve it better than anyone else.

• Does your proposal/pitch answer their burning questions first or does it show off your successes first?
• Does it describe the envisioned end state better than it describes your company history?
• Does it soothe client nerves or stroke your ego?