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When your sales proposal is delivered to a prospect, the details of of the full experience will be looked into quite closely. Not only the pricing you provide, but the terms, legal conditions, and even other elements of the look and feel of the document as well. Many of those small details subconsciously inform the client about the actual deal being offered. For this reason, you really want to pay attention to the feel of your document, as it can affect the closing ratio.
Think about the introduction of your proposal. Does it tell your company's story from the very beginning? It turns out that people don't care much about the year your company was started, or why you started it in a first place. Instead, emphasize why they should choose you based on your company's history, and they ways in which your company can solve their problems over the long term. This focus on the client vs. yourself will certainly add greater value to the proposal.
If you're interested to read more about the topic, PandaDoc a document automation software, has looked closer into details of a proposal that can be improved and summed them up in their company blog here.
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