insurance proposal cover letter template

Insurance Proposal Template To Close Deals

Insurance providers will find this insurance proposal example beneficial when preparing corporate or commercial insurance quotes. This proposal sample includes sections that feature the goals of the insurance you provide, as well as a description for each type, including personal insurance, insurance for assets, liability insurance, and plans and pricing options.

All of our proposal templates are 100% customizable so you can edit the copy, design, images, and layout to fit your business, brand, and projects. Get client approval 60% faster with our online signature feature.

All Proposify proposal templates are 100% customizable.

Financial Services Proposal Template

Financial planners can use this example financial services proposal template to pitch their financial management quotes to business owners.

Investment Proposal Template

Investment and financial advisors preparing plans and presentations can use this investment proposal template when pitching their services to potential clients.

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Drag & drop library sections

Managing proposals is a breeze in Proposify. Save all your case studies, fees, images and team bios all in one central library.

Tag them, search them and drop them into your layout. Proposals just got... dare we say... fun?

Online previews & signatures

No more emailing big PDFs, printing and shipping proposals or faxing back signatures (ugh). Your client gets a branded, interactive proposal they can sign off electronically. No need for extra software or logins. Oh, and we tell you as soon as your client opens it.

Track everything

Keep a pulse on your the sales pipeline of your agency. Proposify lets you know your close rate, which sections of your proposals get viewed and for how long, and all kinds of insight into what goes into your most successful proposals so you can sell smarter.

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Proposals are just one part of your agency sales process. We tie together your other software, so you can import contacts from your CRM, auto create deals and generate invoices in your accounting software. We are regularly adding new integrations.

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We understand that when you’ve got questions, especially when you’re on a tight proposal deadline, you NEED answers. Our customer happiness specialists are at the ready, armed with friendly, helpful, timely support by email or online messaging. We’re here to help, regardless of which you plan you’re on or if you’re just taking us for a test drive.

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Proposal Templates > Insurance Proposal Template

Insurance Proposal Template

Whether it’s Life, Car, Home or Health Insurance, this versatile Insurance proposal template will do the job just right. Track which insurance plans your client is interested in. Allow them to pick from a menu of services with Optional Line-items.

How to write insurance proposals that win new clients

In the competitive world of insurance, writing a winning proposal can make all the difference. But your proposal has to contain all of the essential elements. For instance, did you know that proposals with a compelling cover page are 45% more likely to close deals than those without? 

So how do you create a proposal that stands out from the rest? How do you write a proposal that captures your client's attention? 

In this blog post, we will guide you how to write a winning insurance proposal. Keep reading to discover how to create a persuasive and effective insurance proposal that impresses your clients and boosts your business.

Writing winning insurance proposals

For insurance brokers and agents, writing a winning proposal is a crucial part of obtaining new clients and retaining existing ones. A well-written insurance proposal not only showcases your expertise but also demonstrates how you can help potential clients address their specific needs and challenges. However, creating a successful proposal requires a combination of skills, including understanding client needs, crafting the right format, using compelling language, and proofreading for errors and inconsistencies.

Understanding client needs and customizing the proposal

Understanding your client's specific needs is crucial if you want to write a winning insurance proposal. Every client is different. Their insurance needs can vary greatly depending on various factors. These include their industry, size, and risk tolerance. That’s why it is essential to take the time to understand each client's unique situation and tailor your proposal accordingly. Failing to personalize your proposal to the client's needs can result in losing their interest and trust.

Conduct research

To begin the process of understanding client needs, it is important to conduct thorough research. This could include studying the client's website, reviewing their past insurance policies, and conducting interviews with key stakeholders. Taking this extra step can provide valuable insights into the client's business operations, priorities, and potential risks.

Customize the proposal

Once you’ve done your research, it's time to customize your proposal. This may include modifying your proposal's language and structure to speak directly to the client's specific concerns and goals. You may also need to adjust your coverage recommendations to ensure they align with the client's risk profile and budget.

Communicate

Above all, it's crucial to keep communication lines open throughout the proposal process. Regular check-ins and opportunities for feedback can help you keep pace with any changes or adjustments the client may need. By doing so, you can increase the chances of delivering a proposal that truly meets their needs and secures their trust in your services.

Structuring your insurance proposal format for maximum impact

While it's essential to ensure that your insurance proposal is engaging and personalized, your proposal's format's structure is just as important. Having a well-organized insurance proposal could make the difference between securing a client or losing them to your competition. That’s why it's crucial to employ an easy-to-read format that appeals to your reader's eye. A clean and structured layout with a table of contents is a great way to achieve this goal.

Ensure proper structure

When structuring your insurance proposal, the proposal's front page should contain the introduction, the client's name, and the date. The next section should contain a detailed executive summary, which gives your client a brief overview of your proposal's contents. After the executive summary, ensure that you've developed the body of your proposal well, providing specific and relevant information about your insurance plan. Additionally, it's helpful to break down large sections of the proposal using headings to make the proposal easy to read.

Add a table of contents

Including a table of contents is also an excellent way of organizing your insurance proposal with maximum impact. The table can group your proposal's various sections, which makes it easier for your client to read through the document. Ensure that your table of content is up to date and that it links to essential parts of your proposal. Plus, make it easy to read. Its sections should be well-spaced for easy navigation.

Include calls to action

Structure your insurance proposal to have several calls to action throughout the document. Ensuring that there are clear and compelling calls to action inserted strategically throughout your proposal could give you an edge over the competition. A call to action should encourage your client to take action. For instance, contacting you for further information or signing up for your insurance plan. By following these tips, you can create an insurance proposal that is well-structured and compelling, increasing your chances of securing clients.

Using compelling language and visual aids in your insurance proposal

When it comes to writing a winning insurance proposal, using compelling language and visual aids is crucial. The language you use in your proposal should be simple, avoiding any complicated jargon or technical terms that might confuse the reader.

In addition to using simple language, incorporating visual aids in your insurance proposal can also help make it more engaging and persuasive. Charts, graphs, and images can all be used to help illustrate key points and drive home important messages. Choose visual aids that are appropriate for the content. Make sure as well that they are clear and easy to understand.

Another key aspect of using compelling language and visual aids is to consider your audience. Knowing your client's needs and interests can help you tailor your language and visuals to better communicate with them. Let’s say your client is primarily interested in data and statistics. Then using charts and graphs may be more effective than relying on text alone.

Ultimately, using compelling language and visual aids can help to make your insurance proposal more engaging and memorable. It can help you create a proposal that stands out from the competition and helps you win new business.

Proofreading and reviewing your insurance proposal for errors and consistency

When it comes to writing winning insurance proposals, there are a few key components that cannot be overlooked. A critical step in the process is proofreading and reviewing your proposal for errors and inconsistencies. This final step is often overlooked. But it can greatly improve your chances of success. So take the time to carefully review your proposal. This way, you can catch any errors or issues that might otherwise be missed. This ensures that your proposal is as professional and polished as possible.

Correcting mistakes

Proofreading and reviewing your insurance proposal helps you catch any mistakes or inconsistencies in your proposal. For example, you might discover that you have made an error in your pricing. Or you might find that you have included incorrect contact information. Finding and correcting these issues before you submit your proposal gives you a much better chance of success.

Staying consistent

Another advantage of reviewing and proofreading your proposal is that it allows you to ensure that your proposal is consistent throughout. This means that all sections of your proposal are written in the same tone and that they convey a consistent message. This consistency can help make your proposal more persuasive and increase your chances of success.

Watching out for areas of improvement

Proofreading and reviewing your insurance proposal can also help you identify areas where you can improve your proposal in the future. By analyzing your proposal for areas where it could be better, you can learn from any mistakes you may have made and improve your proposals over time. This can help you become a more successful insurance proposal writer and increase your chances of winning more business in the future.

Final insurance proposal tips and resource recommendations

Now you’re approaching the final stages of your insurance proposal. Below are a few additional tips to keep in mind. 

Consider the client’s needs

Always stay tuned in to the client's needs. So make sure to address them in the most effective way possible. This means taking the time to really listen to the client's concerns and offering relevant solutions that are tailored to their specific needs.

Ensure the proposal is engaging

Another important aspect of finalizing your insurance proposal is to ensure that everything is presented professionally and engagingly. This includes checking that all visual aids and graphic elements are properly formatted and easy to understand. It is also important to use concise, compelling language that will grab the reader's attention and keep them engaged throughout the proposal.

Proofread and review

Proofreading and reviewing your insurance proposal is one of the most important steps you can take to ensure its success. This involves checking for any grammatical errors or inconsistencies. Plus, make sure all details are accurate and up-to-date. It can also be helpful to have a second set of eyes on your proposal, as this can offer valuable feedback and insights from an outside perspective.

Improve writing skills

It is important to continue learning and improving your insurance proposal writing skills over time. This can involve seeking out feedback from colleagues or mentors, attending training or workshops on proposal writing, or simply staying up to date with industry best practices and trends. 

Win more clients with an optimized online presence

Ultimately, the more effort you put into crafting winning insurance proposals, the more successful you will be in building lasting relationships with clients and growing your business. Another way to win new clients for your business is by launching a professional website. A quality site makes you visible to more potential clients and ensures you’re showcasing your unique services. 

Looking to create a website for your insurance business? B12's website builder is an all-in-one platform for professional services. Attract leads, win business, and serve clients online with a professional site, eSignatures, contracts, scheduling, payments, intake, and more. Build your free site today.

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BrokerFlow by Insly is our proposal management software

 Our Broker Policy Administration software lets you manage your customers with ease

The art of crafting an effective insurance proposal: Tips and templates

Preparing an insurance proposal is a critical step in the broker sales process. By capturing client risk details and presenting cover options and recommendations, a well-written proposal ensures that clients understand all the details of an insurance product and enables them to make an informed decision before the policy is bound. It also helps to demonstrate the broker’s knowledge, expertise, and professionalism, while building trust with the customer. 

While the exact details contained in an insurance proposal vary depending on the type of insurance (property, personal accident, motor, etc.), and the customer needs, every proposal should follow roughly the same structure and design. This ensures clarity for the customer streamlines proposal generation and workflow,  ensures compliance with industry regulations, and consistency of branding and visual style. 

Yet, for many brokers, preparing insurance proposals can be unnecessarily time-consuming, from the moment of application to producing the document itself. Many brokers must manually collect data,  rekey information to request quotes in insurer templates, and then recreate the same proposal documents from scratch every time, meaning a lack of consistency. Others are working with templates that are difficult to use or outdated and don’t look as professional as they could, therefore impacting sales. 

The latest technology, such as Insly’s BrokerFlow , has revolutionised the process of requesting quotes and preparing insurance proposals, meaning that it is now possible to customise proposal forms and automate the creation of insurance proposals. This greatly minimises the workload for brokers, while ensuring documents are as professional and consistent as possible.

What does an insurance proposal include?

Every proposal should contain roughly the following sections:  

• A brief introduction: An overview of the provider, what the customer has requested, and how the proposal is responding to their request.
• Schedule: An outline, usually in table form, of the key areas of coverage, the value insured and the excess, where applicable.
• Description of the proposed coverage: Further detail on the areas of coverage, situations and items covered by the policy. 
• Exclusions: A clear description of what isn’t covered by the policy. 
• Terms and conditions: All the company’s legal information – the small print.
• Premium costs: How much will the customer have to pay and what are the payment options, e.g. one-off cost vs. monthly?
• Additional coverage: Information on add-ons that can be purchased. This provides an opportunity to upsell and cross-sell complementary policies.  
• The offer expiration date: When is the insurance offer valid until, after which date, the customer would need to complete a new request? 
• Commission percentage: In some countries, brokers must also disclose their commission percentage to their clients as part of the proposal document. 

Insurance proposal template 

Gone are the days when brokers had to write every proposal from scratch. Now, there are templates to work from, which mean that you don’t need to reinvent the wheel every time. If you’re looking for some inspiration of how to implement, update or overhaul your broker proposal templates, the following examples should provide some inspiration: 

https://betterproposals.io/proposal-templates/insurance-proposal-template

https://www.proposify.com/proposal-templates/insurance-proposal-template

https://www.pandadoc.com/insurance-proposal-template/

How do I automate preparing an insurance proposal?

Templates are a great place to start, but to go a step further, the whole insurance proposal process can now be automated, to minimize the amount of broker input required, improving consistency and reducing the chance of errors. Broker proposal software, such as Brokerflow, covers three key steps: 

• Application: The customer completes an application form (request for quote), which is either sent to the customer or hosted on the broker website. Information can also be extracted from third-party data sources to ease form filling, e.g., official company register, or car registration database. 
• Request for proposal (RfP): From the completed application form, brokers can automatically generate a risk survey or insurance request form in the template that insurers require, streamlining the quote tendering process among insurance companies. 
• Building a proposal: With conditions received from insurers, broker proposal software will then build a clear, aggregated and branded pdf proposal, incorporating all the insurer's conditions and cover information required. This can then be shared with customers, by instant emailing this document together with an online link where they can preview the proposal online and accept, or request any adjustments.

The broker selects the type of insurance that the customer wants to purchase. 

When insurers respond, the broker is prompted to choose the quote that best suits the needs of the customer. 

The system automatically generates a branded proposal document, which can be automatically emailed to the customer for review. 

Seamless implementation 

Integrating broker proposal software into how you work has never been easier, thanks to Insly’s low code setup, which avoids the need for hands-on IT development. The platform integrates seamlessly with brokers’ other systems through in-built APIs, for seamless data transfer. Plus, as it is built specifically for brokers, it fits with their exact needs and workflows with minimal adjustments. So, you can focus on winning customers and growing your business. 

To find out more about BrokerFlow or to arrange a demonstration, get in touch.

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Top 10 Insurance Proposal Templates with Examples and Samples

Have you ever felt overwhelmed or uncertain while navigating the complex maze of insurance proposals? You are not alone - in the intricate world of insurance, crafting an engaging proposal is both an art and a necessity - it allows you to understand your clients and their needs, and offer solutions that resonate.

An effective proposal can immensely affect the insurance world, where precision and professionalism are paramount, serving as an important bridge connecting your expertise to client needs.

Why are these templates essential?

Let's dive into some hard data that demonstrates their importance: According to one recent study, insurance professionals using structured proposal templates experienced an average 35% increase in response rates and a 50% reduction in preparation time. These numbers speak for themselves; they demonstrate just how effective templates can be at improving proposal processes.

Where to find one? SlideTeam templates stand at the forefront of PowerPoint design, offering templates that are 100% content-ready, user-friendly, and customizable per your needs. In this blog post, we go beyond simply listing templates; instead, we explore each one, uncovering everything!

Check out our blog on Financial Proposal Templates to organize your finances.

Template 1: Insurance Coverage Proposal PowerPoint Presentation Slides

This PPT Slide serves as an indispensable resource for professionals in this sector. At the core of this presentation lies a cover letter for the insurance coverage proposal, and the project context provides insight into the specifics of the proposal. Additionally, the slide includes an insurance outline, and the pricing and package overview slides provide transparency and clarity. Hence, potential clients understand exactly what they are investing in and the value they receive. This presentation excels at detailing a wide array of insurance reimbursement services. Insurance agents, brokers, underwriters, and corporate professionals, looking to present insurance proposals within their organizations, will find these slides invaluable. Get ready to elevate your presentations by downloading these now!

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Template 2: Our Offerings for Insurance Coverage Proposal PowerPoint Presentation Slides

Whether you are a professional in insurance or seeking comprehensive solutions for coverage solutions, this slide should become part of your toolbox. This template showcases insurance products tailored to protect against specific risks such as theft, mistakes, and unpaid accounts.

This slide is structured to cover three key aspects: people, assets, and liability insurance . This approach ensures every aspect of insurance coverage is addressed, offering a comprehensive view of insurance needs. From protecting employees' well-being to safeguarding valuable assets and mitigating liability risks - this slide lays out all essential details in a user-friendly format. Explore this slide and see how it can improve your understanding and management of insurance needs.

Template 3: Insurance Outline for Insurance Coverage Proposal

This PPT Slide offers an efficient and informative method of understanding insurance options. It is an invaluable asset that will assist anyone attempting to grasp the nuances associated with coverage to make smart choices.

This slide provides an in-depth overview of all the insurance options available to your company, enabling viewers to quickly identify which coverage meets their needs. Outlining all available choices so clearly facilitates informed decision-making - an essential aspect of choosing an adequate policy.

This slide highlights two key aspects of our insurance options: their potential to lower annual premiums and expand coverage, respectively. These elements address concerns regarding cost efficiency and comprehensive protection. In addition, complete liability protection coverage - an essential feature for anyone seeking comprehensive protection - is also highlighted prominently here.

Template 4: Insurance Claim Procedure for Insurance Coverage Proposal

This Insurance claim procedure slide helps people navigate their claim easily and confidently. The slide begins by outlining two distinct claim processes, reimbursement and cashless, enabling individuals and businesses to select the best one suited to their circumstances. The first step involves conducting a survey and providing requested documents - underscoring how important thorough documentation is for successful claims.

Claim submission online is highlighted as an integral step, reflecting the rise of digital solutions within the insurance industry. Additionally, this slide emphasizes the necessity of providing all requested documents promptly, further emphasizing their role in claim approval processes. The final steps detailed on this slide include approval and payment of the claim amount. This slide is more than an informational tool; it serves as a call to action and encourages viewers to actively and confidently engage with the insurance claim process.

Template 5: Our Pricing and Packages for Insurance Coverage Proposal

The PPT Slide provides a detailed view of different packages that meet diverse needs and budgets. The packages are Bronze, Silver, Gold, and Platinum, designed to meet varying coverage requirements, from people insurance to asset insurance coverage and liability protection - giving you comprehensive protection in every aspect of life and business.

An important feature of our packages is the 100% reimbursement option, reflecting dedication to full support and value. In addition, each slide outlines annual costs for each package to facilitate more transparent pricing practices and allow informed financial planning. Download now.

Get an insight on our blog on Proposal Templates to make effective proposals.

Template 6: About Us for Insurance Coverage Proposal

This pivotal slide provides an introduction to your company that goes far beyond simple identity - showing your journey and achievements and building trust through time. The slide uncovers the background where the company can share their humble beginnings, milestones, and the evolution that makes you a trustworthy insurance provider. Moving forward, this slide presents our company's vision.

Furthermore, mission statements represent a dedication to offering comprehensive, transparent, and accessible insurance solutions and surpassing your expectations in every way. Whether your goal is to safeguard assets, secure futures, or find a trusted risk partner - this slide proposal can meet them all! Download now to embark together on our journey toward a secure future!

Template 7: Our Major Clients for Insurance Coverage Proposal

You will find the major clients with distinctive company logos as you navigate this slide. These logos don't just symbolize successful partnerships; they signify the trust that these esteemed organizations place in your services. Furthermore, this slide contains client addresses and key details about each, providing a vital representation of geographical diversity and the diversity of industries you serve.

This slide serves multiple purposes. First and foremost, it aims to establish credibility by showing the existing relationships with high-profile clients who trust you with their insurance needs - reflecting your professionalism and tailored care when managing different policies for various needs. Download now, and work together towards building a secure and prosperous future for them all.

Template 8: Next Step for Insurance Coverage Proposal

This PPT Slide delves into the core values of transparency and integrity in everything you do and your customer relationships. These values serve as principles that govern all interactions you have and decisions you make, ensuring your esteemed clients receives services that are effective and ethically sound. Here, you'll find the user's signature assigned to your account, along with their designation. Equally essential, you can add your signature and details to this slide as part of a trusting and mutually beneficial relationship.

This slide is also an avenue toward mutual understanding and cooperation. It promises that you will remain by the customer’s side every step of the way throughout this journey, through their insurance needs.

Template 9: Terms and Conditions for Insurance Coverage Proposal

This PPT Slide ensures clarity and understanding between you and your clients. At the core of this slide is an explanation of insurance reimbursement policies. These policies outline scenarios under which reimbursement should occur, how it works, and any required documentation - providing clarity about your coverage and when it applies.

Another key component of this slide is how you can cancel your insurance with any timeline, fees, or conditions involved. Furthermore, the payment terms are clearly outlined, including payment schedules and methods and any financial obligations or options. The slide aims to maintain complete transparency so they are informed on every aspect of the policy. The purpose fosters mutual understanding and build trust between all involved.

Template 10: Contact Us for Insurance Coverage Proposal

This PPT Slide provides all the essential contact details, making initiating a conversation as effortless and straightforward as possible. Central to this slide is the office address and other details, which tell you where you're based and allow your clients to visit you for an in-person discussion about their insurance needs.

This slide aims to ensure your clients have all the information to contact you at their convenience. This slide is your gateway to personalized, attentive, expert insurance services. Download now to meet your unique needs and circumstances.

Secure Today, Assure Tomorrow with Us

Navigating the insurance world can often seem like a maze, complex and daunting. We have simplified it all for you by creating our "Top 10 Insurance Proposal Templates," complete with practical examples and samples, that offer clear paths toward reaching your insurance goals.

SlideTeam is the perfect partner when taking the next step toward crafting the perfect insurance proposal. Let's embark on this journey of clarity meeting coverage with SlideTeam!

Don’t forget to check out our blog on Strategic Partnership Templates to know in detail.

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Proposals for Insurance: What, Why, and How

Co-Founder @ Better Agency

Whether you are gathering information from a new client with an insurance proposal form or creating an insurance business proposal with a customized policy for a new client, it is important to understand the basic information that must be included to provide the underwriters with the information they need as well as to determine the insurance coverage that your client actually needs.

What is an insurance proposal?

An insurance proposal is a legal document that provides the details of your client and what is being insured. The idea behind the proposal is to create a clear picture for the insurance company. This is then used to ascertain the insurability of an individual or company by the underwriters and ultimately determines whether the company will accept or reject an insurance policy.

Insurance proposal vs insurance policy

What is the difference between an insurance proposal and an insurance policy? An insurance proposal is a document that provides critical personal information on the potential client so that the insurance underwriters can best provide the necessary coverage. An insurance policy is an actual contract that details the insurance coverage and the agreement between the insured and the insurer.

Importance of an insurance proposal

The insurance proposal form helps insurance companies determine if a potential client is worth the risk or not. As an insurance agent, the information provided to you from an insurance proposal form can help you determine what coverage or benefits your new client may need. In addition, the information provided by clients in this form helps insurance underwriters determine the degree of risk they may bear by issuing insurance benefits.

What is in the insurance proposal?

As an insurance agent, you will provide your potential clients with an insurance proposal form in order to gain information. An insurance proposal form requires many different details, including:

• Name: This is the name of the potential policyholder
• Address: This is the address of the policyholder
• Occupation: This is important information as it can affect the premium rate and the decision of the underwriter
• Subject matter: This refers to the life or property that the insurance is covering. For example, auto insurance would include information about the vehicle. For a life insurance policy, this would be for the life being insured.
• Sum insured: This is the amount of coverage required
• Claims history: This is a detailed history of any previous insurance claims
• Other policies: This asks about other current insurance policies in place
• Declinature: Has the proposer had any insurance previously declined by an insurance company?
• Declaration: Every proposal form must include a declaration that contains a written statement that states that the answers provided are true and not a misrepresentation and that the proposal form shall provide a basis for an insurance contract.
• Signature: A place for the proposer to sign
• Date: A date when the signature was signed

How to write an insurance proposal?

In many cases, potential clients are looking for customized insurance packages designed to meet their specific needs. After talking with these clients, you begin to understand their specific needs. In this case, as an insurance agent, you may want to create a tailored insurance business proposal where you describe their needs, how you can meet those needs, and why your insurance is their best option. But how do you write a proposal for your client? Here we take a look at the necessary steps. Better Agency offers a 5-star rated insurance proposal software .

1. Research potential clients and obtain the necessary information.

In order to understand the needs of a potential client, you need to research and better understand who your client is, what they need in terms of insurance, and how you can meet those needs. You can do this through general conversations, either on the phone or in person. In order to best understand their needs, put yourself in their position. What are their concerns and how can different insurance policies meet or exceed those concerns?

2. Write the proposal.

Once you have a clear picture of your client’s needs, you are ready to create the proposal. You can choose to create the proposal from scratch or follow a template from your CRM. In general, your proposal should include:

• Introduction: This can include a cover letter where you introduce yourself, explain why you have created this proposal, and provide all your contact information. Other pages you might include in the introduction may be a title page and a client summary.
• Description of need: Here you will show just how well you understand your potential client and their needs. This section can include pages such as a needs analysis, client background, requirements, considerations, and risk assessments.
• How to meet needs: The next section covers how you intend to meet the needs of your client. This can include pages that cover recommendations, options, policies, premiums, contract and terms, exclusions, and comparisons.
• Company history: In the final section, you are showing how your company is best able to meet the needs of your client. Here you can include pages on company history, an about us page, and client testimonials.
• Call to action: The final page of your proposal should provide a call to action, where you outline the next steps, such as signing a contract.

3. Make your proposal visually appealing.

After you have all the content created for your proposal, the next step is to make it visually appealing to your potential client. Consider adding your company logo to each page and incorporate colors and fonts that match your business profile.

4. Edit document and proofread.

Before you deliver your proposal to your potential client, you want to make sure to check every page for spelling and grammar. Make any necessary changes as needed.

Quality insurance proposals for business success

Whether you are providing potential clients with proposal forms to fill out or writing a proposal for a client, the forms and documents you use are representative of your business and you want to ensure that they are clear, precise, and visually appealing. Our quality, insurance industry-specific management software tools can offer a wide range of proposal templates that can help you create the perfect forms and proposals in less time.

At Better Agency, we understand the unique needs insurance agents face when it comes to customer and lead management, automation, and potential forms necessary to make your business a success. As former insurance agents, we created Better Agency CRM to directly meet your unique needs. To learn more about how we can help, schedule a Discovery Call today.

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Are you tired of spreadsheets and leads falling through the cracks? Are you looking for an efficient way to manage your customers and automate various tasks? Have you tried numerous CRM solutions only to find that they don’t quite fit with the insurance industry?

At Better Agency™, we understand your concerns and, as former insurance agents, we created a sales-driven AMS, powerful CRM, easy comparative rater, and fast proposals together in one system. Our insurance management software does it all! We understand what insurance agents need for success and have created a powerful tool that helps you better reach your business goals.

Schedule a discovery call with the team today and let us help you better manage your agency.

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Insurance Agent Cover Letter Samples & Examples That Worked in 2024

Your insurance agent cover letter plays a pivotal role in persuading the hiring manager that you're the right person for the job. But how can one document do so much heavy lifting? 

Our comprehensive guide is here to answer all your questions. Inside, you'll find professional looking templates, cover letter samples submitted by actual people, detailed examples, and valuable tips. In short, everything you need to know to make your cover letter stand out from the rest .

Keep reading to learn all about how to:

• Craft your insurance agent cover letter header & headline
• Personalize the greeting on your insurance agent cover letter
• Write an eye-catching insurance agent cover letter introduction
• Showcase your professional value as an insurance agent
• Conclude your cover letter with a strong closing statement
• Access top resources for job-seeking insurance agents

Still looking for a job? These 100+ resources will tell you everything you need to get hired fast.

1. Properly craft your insurance agent cover letter header & headline

The first step to writing an effective cover letter is to craft a well-formatted header and headline.

Your cover letter header is where you'll list all the necessary identifying information about yourself and the company you're applying to. As for your cover letter headline , this is a brief title statement used to hook an employer’s attention and serve as a preview for the information to come.

Below are more in-depth explanations and examples of each of these cover letter elements:

Formatting the header

A cover letter header isn't bound by a strict set of formatting rules and can vary in appearance depending on your personal stylistic preferences. However, a header should always contain between 3 to 4 lines of text that include:

• The name of the company & department you are applying to
• Your name and professional title
• Your professional contact information (phone number, email address, LinkedIn, etc.)

Here is an example of a well-formatted header on an insurance agent cover letter

To: Cigna Health, Hiring Department From: Jane Doe , Insurance Agent (123) 456-7890 | [email protected] | linkedin.com/in/jane-doe

Writing the headline

To write the headline of your cover letter, you should always use a keyword related to the position, an eye-catching number or trigger word, a powerful adjective or verb, and a promise.

Here is an example of a well-written headline from an Insurance Agent cover letter:

My 3-Step Approach to Matching Customers with Insurance Plans & How It Can Benefit Your Clients

Trigger Word/Number : 3-Step Approach Keyword: Insurance Plans Adjective/Verb: Matching, Benefit Promise: Your Clients – this addition at the end of the headline shows the employer that you will relate your skills and approach directly to the needs of their company and clients.

Let your cover letter write itself — with AI!

2. personalize the greeting on your insurance agent cover letter.

The greeting of your cover letter follows the headline. While generalized greetings – such as “To Whom It May Concern” – are the simplest options, personalized greetings help to make your cover letter more memorable to employers.

A personalized greeting will address a specific person or department within the company by name. In doing so, this helps to show the employer you have excellent attention to detail and have taken the time to research their company beforehand.

In some cases, you may be unable to pinpoint an exact person or department that will review your application. If this is true for you, try out one of the following alternatives:

To the [Company Name] Team

To the [Company Name] Hiring Manager

3. Write an eye-catching insurance agent cover letter introduction

With your header, headline, and greeting now in place, your next step is to write a compelling and eye-catching cover letter introduction .

A strong introductory paragraph will typically include:

• A brief overview of your professional history and goals
• A statement on why you are enthusiastic about applying to this company
• A mutual acquaintance (when possible)

Here is an example to help demonstrate how to write an insurance agent cover letter introduction

To the [Company Name] Hiring Manager,

I am an Insurance Agent with 5+ years of experience matching clients with the ideal home and property insurance plans. While working as an independent broker, I had the pleasure of meeting your company’s Head of Communications – Jack Smith – who encouraged me to apply for this position after learning of my growing client pool.

Find out your resume score!

4. Showcase your professional value as an insurance agent

Following the introduction of your cover letter are the body paragraphs. We generally recommended aiming for between 2 to 4 body paragraphs that offer more in-depth answers to the following questions:

• What excites you about working at this company?
• What do you hope to learn from working at this company?
• What accomplishments or qualifications make you stand out as an applicant?
• What key skills do you possess that are relevant to the position?

Focusing on your accomplishments is especially important, as they help to show employers the real-life value you can bring to the company.

Here is an example of how to describe an accomplishment in an insurance agent cover letter

As an Insurance Agent at [Former Employer], I achieved a 35% success rate in selling customers extra coverage with their base plans. Additionally, I regularly surpassed the monthly sales quota of $25K at an average of 10% higher sales.

5. Conclude your cover letter with a strong closing statement

To finalize your cover letter, you'll need an effective closing statement that includes:

• An enthusiastic sentence saying you are looking forward to hearing from them
• An additional sentence stating you will follow up, including how you will contact them or how they can contact you
• A formal sign-off

Here is an example of a strong closing statement from an insurance agent cover letter

As your new Insurance Agent, I will bring a large pool of loyal clients to your company and a high level of excellence in sales and consulting. I am eager to hear from you and would love to plan a formal meeting to further discuss this opportunity. I am available all weekdays from 9 a.m. to 4 p.m., and the best way to reach me is at (123) 456-7890.

If I do not hear back within a week, I will reach back out to check on the status of my application.

Best Regards,

[Applicant Name]

Follow this cover letter outline for maximum success. 

6. Job-search resources for insurance agents

Armed with the perfect cover letter and your insurance agent resume , it's time to get to the grand finale — the actual job hunt! But this is easier said than done. Don't worry, we thought about this too. So, we've prepared a list of helpful resources for you to use: 

• Industry-specific job boards: The most straightforward option is to look at websites that cater specifically to your profession. For example: InsuranceJobs.co.uk , iHireInsurance , or InsuranceJobs.com . 
• Online job search engine: By filtering your search through location and keywords, you can find plenty of suitable opportunities with platforms like Indeed , Glassdoor , ZipRecruiter , and SimplyHired . 
• Insurance associations: Organizations such as the Chartered Insurance Institute (CII), the National Association of Insurance and Financial Advisors (NAIFA), or the Independent Insurance Agents & Brokers of America (IIABA) offer unique opportunities for networking, further training, as well as job listings and so much more. 
• Networking: Networking is king! And with a powerhouse of a platform like LinkedIn , you'll be able to connect with industry experts and potential employers from the comfort of your home. 
• Specialized publications: Apart from occasional job postings, media like “ Insurance Journal ,” “ PropertyCasualty360 ,” or “Insurance Networking News (INN),” can help you stay up-to-date with latest industry trends, news, and strategies. 
• Courses & certificates: Online learning platforms like Coursera , Udemy , edX , or even LinkedIn Learning offer a wide selection of courses and certificates that can help you stay sharp and keep developing. 

It doesn't matter how many job postings you end up responding to, remember to always custom tailor every single cover letter to align as closely as possible to whatever the job description calls for. 

Insurance Agent Cover Letter FAQ

What's the most effective way to showcase my skills in an insurance agent cover letter.

Write about your skills in a real-life context. Don't just say you're great at customer service; give specific examples of how your outstanding service led to increased client satisfaction or retention. Start by describing the situation, which skills you utilized to solve it, and mention what results you achieved.Ideally you'll also support your words with quantifiable results.

Should I use a specific structure for my cover letter?

When it comes to cover letter writing, nothing is set in stone. But we recommend following the structure outlined in our article. It's simple, professional, and it stood the test of time for a reason. Just make sure to always include: a greeting, introduction, main body, conclusion, and sign off.

Should I include my salary requirements in the cover letter?

Unless specifically requested in the job posting, it's usually best to avoid the salary discussion at this stage. You want the focus to be on your skills, experiences and fit for the role. Any further discussions about salary expectations should be left to later stages of job interviews.

How long should my cover letter be?

In this case, less is definitely more. Your cover letter should not exceed one page. Anything longer than that, and your job application goes straight in the bin. Aim for three to four well-crafted paragraphs. The idea behind a cover letter is to pique the hiring manager's interest, not give them your life story. Stay succinct, engaging, and relevant!

Do cover letter formats even matter?

Of course they do! Every single detail of your job application speaks volumes about your professionalism. For example, consistent formatting shows attention to detail. So, stick to a simple, clean font, keep margins even, and use a logical order - your contact details, the date, the recipient's details, then your letter content. But our cover letter templates will take care of any such details. 

Milan Šaržík, CPRW

Milan’s work-life has been centered around job search for the past three years. He is a Certified Professional Résumé Writer (CPRW™) as well as an active member of the Professional Association of Résumé Writers & Careers Coaches (PARWCC™). Milan holds a record for creating the most career document samples for our help center – until today, he has written more than 500 resumes and cover letters for positions across various industries. On top of that, Milan has completed studies at multiple well-known institutions, including Harvard University, University of Glasgow, and Frankfurt School of Finance and Management.

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Related insurance agent resume examples.

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Explode Your Insurance Broker Business

This proven quote template won over $120,000,000 of business for our customers in 2023 alone. The text, images, colours, your logo - it's all 100% editable.

A look at everything in this Insurance Quote Template

Visually stunning cover.

Make your quote pop with a beautiful cover image and you'll quickly have your client's full attention. When the first impression of your insurance business is excellent presentation and a fresh look, this sets a powerful and positive precedent for the rest of your dealings with your client. As with every element of a Better Proposals document, everything is fully editable so you can customise your cover with your logo and branding.

Cover Letter

Typically, quotes are brief documents containing figures and a one-line description, but like anything you send your client - why should it be boring or dull? It's the perfect time to remind them why you're different and why you're the insurance broker they should choose. Your quote opens with a brief welcoming paragraph and sets the tone. It's fast and easy to insert your client's details here for that personal touch.

Arguably this is the most important part of the quote, and it's an area we have committed decades to studying and getting right. Our clear pricing table has been designed to look superb and easy for you to input your quote. Whether you charge by hour, month, quantity or project, it's simple and fast to set up your products and prices. To complete the table just add a brief description of your services. Your clients can quickly select what they want and move rapidly onto signing and payment pages.

Next Steps with Digital Signing

One of the key reasons that quotes sent with Better Proposals are so successful is that a 100% legal and compliant digital signature box is presented right alongside your services and pricing. Trust us to make this process effortless and convenient - all your client needs to do to accept is simply type their name. Be prepared to have those quotes wrapped up and back to you in no time, with a notification in your Better Proposals account each time a client accepts.

Simple Terms and Conditions

Once you have won your client, the next crucial step is getting paid. This essential part of the quote should clearly lay out the hows, whens and whys of your payment terms. We've included a generic sample terms and conditions contract suitable for the insurance industry but these will need customizing to your terms.

Take Payment from Your Client

With a client signed up and keen, this is the key time to collect payment. We've made this easy and secure to do with a selection of the best and most trusted integrations including Stripe, PayPal and GoCardless. Your client can pay instantly and even set up a repeat subscription in no time at all. Job done!

Don't take just our word for it

Here is what some of our 10,000 users across the globe have to say

Sara K. CEO & Founder

Shade O. Business Owner

Brent R. Marketing and Advertising

150+ other free proposal templates just like these are also available inside Better Proposals

If you’re looking to expand your business, a business loan might be key. Use our pre-structured business loan proposal template that outlines your plan, results and ROI. The more details you give on your business profile, the better.

As a business coach, you know how to get the best out of your clients and show them the path to business success. This handy sales document is what you need to create a compelling offer that speaks about your expertise and professionalism.

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Table of Contents

Insurance proposal template, commercial property insurance, commercial general liability insurance, business automoble insurance, workers compensation insurance, commercial umbrella liability insurance, premium summary, agency disclaimers, insurance proposal template, business insurance proposal.

For  ::ClientCompany::

Presented By

::SenderName::

::SenderCompany::

::SenderCompanyAddress::

::SenderCompanyPhone::

IMPORTANT:  This proposal is a general outline of the terms and conditions of the insurance proposed by the insurers, based on the information provided by your company.  It does not include all of the terms, coverages, exclusions, limitations, and conditions of the actual policy contract language.  The insurance policies themselves must be read for those details.  Policy forms for your reference will be made available upon request.

This area will be replaced with PayPal button.

PayPal email: [object HTMLCollection]

Amount: [object HTMLUListElement]   [object HTMLUListElement]

Named Insured Schedule

[List additional Named Insureds]

Any entity, partnership, joint venture or Limited Liability Company not named as an insured is not covered under these proposed coverages.

Locations Schedule

[List Locations & Addresses]

Vehicles Schedule

[List vehicles – Year/Make/Model/Vin #]

Business Property Coverage

Insurance Company:          [Insurance Carrier Name]

A.M. Best Rating:                [Carrier Rating]

Admitted/Non-Admitted:     [State Admitted or Non-Admitted]

Proposed Policy Term:        [Effective Date] to [Expiration Date]

• Business Personal Property
• Business Income
• EDP Equipment
• Building Ordinance
• Equipment Breakdown
• Earthquake Sprinkler Leakage
• Mobile Equipment
• [Insert additional coverages]

Deductibles:

• Per Occurence for Direct Damage, Except
• [#] Hours Business Income Waiting Period

Coverage Highlights:

• Special Causes of Loss
• Replacement Cost, except
• Actual Cash Value for Mobile Equipment
• Business Income based on Actual Loss Sustained basis
• [Insert additional coverage extensions]

Coverage Limitations: 

Exclusions included, but not limited to

• Terrorism (if coverage rejected)
• Computer Virus and Computer Vandalism
• Mold, Fungi, Mildew, Microbe
• Governmental Action
• Employee Dishonesty
• Delay and/or Loss of Market
• Biological and chemical contamination
• [Insert additional exclusions]

Subjectivities:

• [If applicable, list any carrier conditions to bind coverage]

General Liability Coverage

• Bodily Injury and Property Damage, Each Occurrence
• General Aggregate
• Products & Completed Operations Aggregate
• Personal & Advertising Injury
• Fire Damage Liability
• Medical Expense

Employee Benefits Liability – Claims Made Form:

• Annual Aggregate
• [Date] Retroactive Date

Exposure Basis:

[List Class/Description/Basis/Exposure]

• Additional Insured – Vendors
• Additional Insured – Lessors of Equipment & Premises
• Additional Insured – Mortgagee, Assignee or Receiver

Coverage Limitations:  Exclusions included, but not limited to

• Intentional Acts

Workers Compensation

• Employers Liability
• Pollution (with Hostile Fire exception)
• Nuclear Energy
• Employment Practice Liability
• Intellectual Property Rights, including Trade/Patent Infringement
• Professional Liability
• Owned Aircraft Liability
• Watercraft (except for non-owned under 55 feet in length)
• Damage to property
• Damage to your work
• Damage to your product
• Aircraft products
• Discrimination

Business Auto Coverage

• Bodily Injury/Property Damage (Combined Single Limit)
• Medical Payments
• Uninsured Motorists
• Underinsured Motorists
• Hired Auto Physical Damage
• Comprehensive
• Employees as Insureds
• Additional Insured – Lessor

Coverage Limitations:  Exclusions included, but not limited to (cont.)

• Expected or Intended Injury
• Liability Assumed Under Contract
• Movement of Property by Mechanical Device
• Bodily Injury or Property Damage Arising Out of Use of Mobile Equipment
• Economic and Trade Sanctions Condition
• Nuclear Energy Liability

Workers Compensation and Employers Liability

A.     Workers Compensation

• [Insert “Statutory” or $]  – [Insert State(s) covered]

B.    Employers Liability:

• Bodily Injury by Accident, Per Person
• Bodily Injury by Disease, Policy Limit
• Bodily Injury by Disease, Per Person

Schedule of Exposures:

• [List Class/Description/Payroll]

Officer-Owners Excluded:

• [List Name/Title]
• Terrorism Risk Insurance Act Coverage
• Loss arising out of operations for which Insured has rejected any workers compensation law
• Liability assumed under a contract
• Bodily injury intentionally caused or aggravated by the Insured
• Fines or penalties imposed for violation of federal or state law
• Damages arising out of coercion, criticism, demotion, evaluation, reassignment, discipline, defamation, harassment, humiliation, discrimination against or termination of any employee, termination of employment, or any personnel practices, policies, acts, or omissions

Experience Modification:   [#] %

Umbrella Liabilty Coverage

• Per Occurrence

Self-Insured Retention:

Underlying Insurance Informatino:

• [List Coverage/Insurer/Limit/Policy Term]
• Defense costs are in addition to limit
• Non-auditable
• Absolute Pollution
• Temporary Worker and Leased Worker Injury
• War liability
• Property in Your Care, Custody or Control
• Fungi or Bacteria
• Violation of Information Distribution Laws
• Expected or intended injury
• Contractual Liability

Premium by Coverage

Commercial property,  general liability, business auto, umbrella liability, insurance program premium, disclaimers.

We are willing to discuss any of the items relating to the processing of your business at any time. We encourage full disclosure of our practices to assure you that we always act in your best interest.

[List any agency disclaimers here. Suggestions listed below – remove or reword]

Broker Disclosure

::SenderCompany::  may receive compensation from an insurer or other intermediary as a result of the sale of insurance to you.

The compensation received by  ::SenderCompany::  may differ depending on the product, insurer, and/or other intermediary.

::SenderCompany::  may receive additional compensation from the insurer and/or other intermediary based upon other factors, such as premium volume placed with a particular insurer or through a particular intermediary and loss or claims experience.

Communication

Any requests that you make to confirm, bind, or alter your insurance program through e-mail, voice mail, or other automated systems will not take effect until you receive confirming communication from your  ::SenderCompany::  representative.

Claim Reporting Requirements

Changing market conditions have had an adverse effect on many carriers’ claim reporting terms and conditions.  Many policy forms now include verbiage that severely restricts or negates coverage should a carrier not be immediately notified of a claim or potential claim.  Refer to your policies for a more complete explanation of your carrier’s reporting requirements.

Get the new version of this template at PandaDoc

Quote Roller is now PandaDoc. We’ve taken the great features of Quote Roller and made them even better with PandaDoc.

Insurance Proposal

Offering an insurance is a complex activity. With this, your insurance proposal must be defined and direct to the point. Giving your potential clients an overview of what you can provide is a great way to start a possible professional relationship. Developing an insurance proposal is not an easy task. Just like any other  service proposal examples  and  business proposal examples & samples, you have to be aware of the elements that can affect the effective usage of the insurance proposal that you will be making.

On the other side of the transaction, clients should also learn how to write a request for proposal . In any chance that your insurance company receives a proposal request letter, ensure that you will review it thoroughly so you can provide the answers to the inquiries and questions of clients. Browse through the downloadable insurance proposal examples in this post for references.

Insurance Proposal Example

• Google Docs

Size: A4, US

Money Insurance Proposal

Size: 67 KB

Standard Proposal for Life Insurance

Size: 130 KB

Proposal for Taxonomy of Health Insurance

Size: 107 KB

Pre-Insurance Proposal Writing

If you want to have an insurance proposal that is at par or even better with that of your competitors, you have to make sure that you will already put certain factors into consideration even before the actual development of your proposal. Here are some of the things that you should know before making an insurance proposal:

1. Know the insurance products and/or services that you are offering. Having the appropriate product knowledge can help you confidently create simple proposal formats  containing information about your insurance offers that are actually the best representations of your business.

2. Customize your insurance proposal based on the needs of your clients and their capability to pay you for the insurance that they will be getting. It is essential for you to know  how to write a business proposal for customers  so that your insurance proposal can fit within the requirements, boundaries and demands of your clients without forgetting the needs of the business as well.

3. Just like in  security proposal examples , always specify the options that are available for your clients. Remember that your insurance proposal should always be updated and based on facts and realistic terms. Being able to achieve this can help your insurance company to be more credible and trustworthy.

Insurance Proposal Format

Size: 262 KB

Paid Leave Insurance Proposal

Size: 200 KB

How to Ensure the Efficiency of Your Insurance Proposal

Knowing  how to prepare a nonprofit grant proposal budget  can help you properly discuss the financial aspect of a grant proposal. The same goes when developing an insurance proposal. If you want it to be effective and efficient, you have to ensure that you are aware of basic, or even advanced, knowledge on how to develop the document. Here is how you can ensure that your insurance proposal is efficient enough to help you convert leads to actual clients:

1. Just like when making  project proposal examples , understand the needs of your clients and identify ways on how you can provide their insurance requirements without over-promising what the company can provide.

2. Develop a brief summary or an initial discussion of what you can offer to your clients. Doing this can already help you set the correct and realistic expectation and impression regarding your insurance business. The same goes when making  investment proposal examples .

3. Always provide a selection of insurance offers so you can have higher chances of getting the deal. Closing an insurance transaction is not just reliant on your initial proposal. The way you give options especially when it comes to pricing and insurance coverage can also help you become more desirable to your leads.You may also see  budget proposal examples

Free Insurance Proposal

Size: 108 KB

Insurance Renewal Proposal

Insurance Proposal Sample

Tips in Making Insurance Proposal Examples

Compared to  fundraising proposal examples & samples , an insurance proposal is more technical and complex which makes it harder to develop. If you want to come up with an impressive insurance proposal, here are some of the tips that you may find helpful and usable:

1. Be aware of the insurance laws that are honored in your country or state. Always review these laws as you do not want to break any regulations which can result to the poor and bad branding of your business.You may also see  workshop proposal examples

2. Evaluate the output that you have done. If you have already created your insurance proposal, make sure that you will first assess its effectiveness. Does it answer all the questions of your clients? Can it provide you favorable results? Does it represent the business appropriately? Answering these questions will help you to further improve your insurance checklist before actually sending it to your target clients.You may also see  partnership proposal examples

3. Refer to  proposal examples in PDF , Word or Excel which are also used to present proposal offers. If you will use references in making your own insurance proposal, then you can ensure that it will look business-appropriate, formal and professional.

Life Insurance Checklist Proposal

Size: 88 KB

Insurance Services Proposal

Size: 49 KB

Liability Insurance Proposal

Size: 292 KB

Make an Outstanding Insurance Proposal

With the samples and tips that we have listed in this post, we hope that you can already start making an insurance proposal. Be aware that insurance proposals really take time to develop, perfect and polish. Hence, you need to ensure that you will maximize your time, efforts and other resources when making this document.You may also see  short proposal examples

Always remember that the  concept proposal examples & samples  or  professional proposal examples & samples  that you will use to showcase your deliverable as an insurance company can either help you secure clients, or the other way around.

Observe all the phases of the insurance proposal development so you can ensure that your final output will benefit your business. Download our samples and start your way in creating a comprehensive and well-formatted insurance proposal.

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Product & Best Practices

Updated: Apr 26th, 2024

After weeks of work, you’ve finally put the finishing touches on your request for proposal (RFP) response. The proposal is a product of the hours you invested customizing past content, collaborating with subject matter experts, and refining your messaging.

Because of your efforts, the proposal is a masterpiece ⁠— creative, comprehensive and compelling. Consequently, you’re feeling confident. After all, your company  should  win this business — you’ve earned it. Now, there’s only one thing left to do … slap a proposal cover letter on top, submit it and move on to the next RFP.

But wait. Not so fast! When was the last time you read your boilerplate RFP cover letter? Like, actually read it. If you’re like many others, it’s been a while. Unfortunately, that means you might not be putting your best foot forward.

So, before you send off that RFP response, let’s take a closer look at your proposal cover letter and be sure it accurately represents your proposal. With a couple easy tips and a quick review, your cover letter will send just the right message.

In this post, we’ll explore what a proposal cover sheet is and why it matters. Then, I’ll explain what a cover letter includes, how to write a proposal cover letter, and a few sample RFP cover letters. Finally, I’ll share a proposal cover letter template you can download and customize to get a head start.

What is a proposal cover letter?

Why a well-written cover letter matters, parts of a proposal, components of a cover letter.

• What your RFP cover letter should do
• Six tips to writing a better RFP cover letter
• 3 common mistakes to avoid

RFP cover letter template

Proposal cover letter examples.

• Helpful response resources

A proposal cover letter is a single-page letter addressed to a prospective customer containing high-level information from a prospective vendor. The letter precedes an accompanying RFP response or business proposal.

Alternative names for the proposal cover letter include RFP response cover letter, bid proposal cover letter, RFP cover page, cover page for business proposal, and other similar variations. No matter what it’s called, the cover letter is your chance to introduce your business and offer to a potential new customer. As such, you need to make it count.

The proposal cover letter is an oft-overlooked sales tool. Indeed, it’s a zero-cost way to get your message directly to the people who decide whether or not your proposal wins. Furthermore, the RFP cover letter takes very little time to compose and offers you one more way to stand out from your competitors.

If you’re like most businesses, your cover letter can probably be summarized like this: “Dear Mr. or Ms. Company ⁠— Thank you so much for this opportunity. Included in this proposal you will find our answers that meet the requested specifications. Thank you for your consideration.” 

While common, this isn’t a terribly compelling way to introduce yourself to a new customer that could help you grow your business. Your RFP cover letter provides a first impression to the proposal evaluators and decision makers reviewing your proposal.

Think of it this way: If you were going to present your proposal in person, how would you greet the buyer? You’d probably wear your best suit, walk confidently, put on a warm smile and share a confident handshake to make a memorable introduction. It should be the same with your proposal cover letter. Unfortunately, if your letter is anything like the example above, it’s like showing up in sweatpants and offering an unenthusiastic, mumbled greeting.

The RFP cover letter can also be used to:

• Create or deepen the connection between you and your buyer
• Reinforce your brand, values and expertise
• Promote your key differentiators
• Establish primary points of contact

No matter how you use the RFP cover letter and what you put in it, remember that the person receiving it is just that ⁠— a person. The quality of your bid proposal cover letter determines whether they read it carefully, skim it quickly, or ignore it completely. Generally, proposal cover letters are memorable either because they are embarrassingly bad or extraordinarily good. Make your cover letter memorable for the right reasons.

Proposal cover letter basics

The RFP cover letter should be included as a normal part of every proposal, but it’s just one component. Indeed, most proposals also include a number of other elements that will generally appear in a specific order.

• Cover letter
• Exe cutive summary
• Terms and conditions
• Supporting documentation (case studies, references and additional data)

As the first element of your proposal, the cover letter is bound to be seen by a lot of people. So, it’s important to make sure it is the best possible representation of your company. But, how do you decide what to say? One of the biggest challenges when writing an RFP response letter is how to keep it short while also making an impact ⁠— remember, your cover letter should fit on a single page. To help you craft your message, focus on these five elements.

One of the biggest challenges when writing an RFP response letter is how to keep it short while also making an impact ⁠— remember, your cover letter should fit on a single page. To help you craft your message, focus on these five elements.

• Greeting and introduction
• Summary of RFP needs
• Your broad qualifications and differentiators
• Thank you and closing

Your RFP cover letter should…

• Be the first page of your RFP response followed by your executive summary and proposal
• Introduce your company to the buyer’s key decision-makers and any others reviewing or scoring your bid
• Be conversational, genuine and confident ⁠— but it shouldn’t be an overt sales pitch
• Offer an overview of your understanding of the company’s needs
• Clearly state why your business is uniquely qualified to win the RFP opportunity
• If possible, express your vision for the future partnership and how you can help the business reach its goals
• Follow the customer’s instructions if they ask you to include specific information in the cover letter

What’s the difference between a cover letter and an executive summary?

When building formal RFP responses, this question comes up a lot. What is the difference between a cover letter and an executive summary? The confusion is understandable as the two documents share a lot of similarities. They are both short, introductory documents that precede your proposal. 

The primary distinction is that a proposal cover letter is an introduction to your company while the executive summary is an overview of your offer for a specific project.

In addition, the cover letter should almost always fit on a single page while the executive summary may be two or three pages if necessary. Admittedly, the difference is subtle. While the contents may seem to naturally overlap, try to avoid repetition and ensure that each document provides unique information.

Beyond the basics: Six tips to writing a better RFP cover letter

1. address it to the right people.

Who is going to review your proposal? If you don’t already know, find out. Get in touch with the RFP contact and ask for the names of the key contacts who will weigh in on the decision. This may be a committee of people or a combination of procurement professionals, stakeholders and executives. 

If you start your RFP response letter with the standard “To whom it may concern” salutation, you’re blending in and sending a message. Unfortunately, this approach communicates that you couldn’t be bothered to update your cover letter template, didn’t do your homework, and don’t really care that much about winning the business. It certainly doesn’t reflect the hours of time you’ve likely invested creating the proposal that follows.

By specifically addressing the proposal cover letter to the key contacts, you make a quick connection and instantly improve the chances that they’ll actually read the bid proposal cover letter and your subsequent proposal. This attention to detail reinforces the idea that not only are you a good fit based on your qualifications, but you’re also invested in developing deeper relationships. You’re in it to be a strategic partner, not just another vendor. 

2. Keep it fresh and be human

Put yourself in your recipient’s shoes ⁠— You’ve just received dozens of proposals from vendors who more or less provide the same type of services. You are starting to sift through RFP responses that are admittedly, probably pretty dry. The initial review checking for proposal compliance is time-consuming, highly repetitive and gets old quick. 

So, if a cover letter starts with something like, “Thank you for the opportunity to earn your business,” it’s just adding to the tedium. It’s a classic and well-worn opening line. While it’s good to be humble and grateful, it’s far better to be unique and memorable.

APMP’s Winning the Business said, 

“… never start a cover letter with ‘thank you.’ It’s boring, and almost everyone does it. This seemingly respectful thank you does not help your organization to stand out or inspire your reader to keep reading.” 

The article goes on to recommend starting with something specific and complimentary about the business. This opener accomplishes two things; it quickly shows that this is no ordinary copy-and-paste proposal cover letter while reinforcing that you did your homework and recognize the business’s goals.

In an increasingly automated and efficient world, it’s easy to forget about the people behind the process. Even if you use RFP software to quickly complete the RFP itself, the RFP cover letter offers a rare opportunity to be human and genuine. 

3. Use formatting to catch their eye

Your cover letter only helps you win the business if it actually gets read by the right people. Just like using the perfect proposal format , the right cover letter format invites the reader to engage. So, make sure your cover letter is clean, visually appealing, approachable and not too dense. Remember that you’re trying to make an impression, not dive into every detail of your proposal.

Because your cover letter only uses one page, you have to be smart about how you use the space. There are three main places where you have the best chance to hook the reader: the first sentence, the center of the page and the closing. 

Opening Nothing catches your eye like your own name. So, as suggested above, address the letter directly to the evaluator(s). Then, include the buyer’s company name in a unique and impactful opening sentence. 

Center Make the most of the center of your RFP response letter using bullet points. Draw the eye directly to your biggest differentiators without specifically calling out your competitors. Include what you excel at like customer support, on-time delivery, cutting-edge features, value adds, scalability, customer growth and so on.

Closing Use the final line to move the deal forward. Offer the prospect a clear and direct call to action (see tip six for more information and an example). For example, provide details about how they can move forward with you, request the information you need to speed up contracting, or share what comes next in the process. 

If you can engage a reader in any one of these areas, they are far more likely to take the time to read your entire cover letter. Ideally, it’s intriguing enough that they continue on to check out your executive summary and proposal as well.

4. Tell a tale and express your understanding

Have a success story with a similar client that could boost your credibility? Tell it, but be brief. Share how a partnership has been mutually rewarding, how you’ve delivered a great customer experience or how you’ve been able to proactively solve problems. This reinforces your understanding of their business and goals.

In addition to telling a story, you can use your proposal cover letter to express your understanding of their pain. Every RFP starts with a need, and you received the RFP because the company believes you can meet that need. So, consider building on that foundation.

The relationship between buyers and sellers is evolving. More and more, businesses are looking for a long-term partner, someone who will actively find opportunities to create wins for both parties. RFP issuers want value but they also want a vendor that is invested in their success.

5. Stay true to your brand

Your company was included in the bid process for a reason, so stay true to the persona, culture, values and tone of your brand. Just because the RFP process is formal, doesn’t mean your RFP cover letter has to be. If your company prides itself on being down-to-earth, use that style in all of your communications. 

A cover letter shouldn’t be a lengthy essay, but it should demonstrate that you understand the prospect and their needs. Include “we” statements that hint at common goals. For example, “We believe our XYZ application will play an instrumental role in partnering with you to implement phase two of automating routine customer service processes, freeing your team to focus on reducing churn rates.”

Make sure that the tone of your cover letter accurately represents your brand and builds on the relationship you’ve cultivated. Don’t confuse your prospect by approaching them as if they were a stranger or in an unrecognizable style.

6. Close with a call to action, contact information and an actual signature

While the cover letter should be friendly, relatable and genuine; it’s also still a part of the sale. As with any good sales communication, state what you want them to do next and who they can contact to follow up. 

Wrap up your RFP cover letter with a call to action like:

• Please reach out with any questions you may have
• We’re eager to show you more ⁠— when we can schedule a demo with your team?
• Let me know if I can put you in touch with another customer for a reference
• To accelerate the contracting process, please send your standard terms and conditions

And the final element in a winning RFP cover letter is an actual signature (either handwritten or digital). It may not seem like a big deal, but it’s a nice touch and one last way to show your investment in winning the RFP opportunity.

Who signs the proposal cover letter?

Notice I didn’t title this section, “Who writes the proposal cover letter?” The person who writes it and the person who signs it may not be one and the same.

If your proposal team is fortunate enough to have a dedicated writer, then have them write the letter based on input from the frontline sales rep. Whoever writes the letter must be fully informed of response strategy and have intimate knowledge of the proposal and executive summary. Strategy, voice and style need to be consistent across all documents (cover letter, executive summary and proposal).

Who signs it depends on a variety of factors. In most cases, the frontline sales rep will sign the proposal cover letter. They have the relationship, own the strategy, and likely conducted the discovery that informed the proposal. However, it’s not uncommon for an executive sponsor such as a VP of sales to sign. The thinking being that executive reviewers may appreciate seeing a proposal that’s been vetted by a fellow executive.

There are also those cases when the executive of executives, the CEO, signs the letter. There are two common scenarios for this play. One, the RFP may be large enough to represent a significant percentage of a respondent’s annual revenue. Two, the responding organization is concerned with appearing relatively small, and in an effort to improve its stature, seals the proposal with a CEO’s signature.

There’s definitely some gamesmanship at play here. Even so, the name on the letter will never overshadow the content of the proposal.

3 common mistakes to avoid in your RFP cover letter

• Avoid repeating anything from the executive summary or proposal. Those documents need to live on their own, just like the proposal cover letter.
• Don’t waste space with your resume. Something like this … Responsive’s growing list of 1,800+ clients, including 65+ Fortune 500 organizations, continue to take advantage of our one-of-a-kind unlimited user licensing model, expanding their usage on the platform to scale organizational success. With Responsive as their team’s support system, every day they break down silos by facilitating collaboration and efficiency in their RFX response process  … is boilerplate that can appear elsewhere in the proposal or not at all, given that it’s likely available to the issuer on your corporate website.
• If a broker is involved, thank them too. The proposal cover letter is also an opportunity to directly address the issuer. This can be particularly valuable when a broker is involved. Some issuers rely on RFP brokers to sift through responses to make sure only the best possible solutions get serious consideration. Ignore these brokers at your peril. While the response and executive summary will address the issuer and the problem at hand, the cover letter is where you can give a nod to the broker.

Even for seasoned proposal professionals, it’s a challenge to start a brand new bid proposal cover letter from scratch, so below you’ll find an example. Hopefully, it will give you a head start on your next great RFP response. 

Ready to start crafting your own RFP cover letter in this style? Check out this RFP cover letter template that follows all the best practices covered above. You’ll also find helpful instructions in the template so you can quickly customize it to meet your needs.

Sample proposal letter – FedEx to State of Utah

If you only look at one other RFP cover letter sample, make it this one. This sample cover letter and accompanying proposal from FedEx is one of our favorites. Indeed, this request for proposal cover letter follows all the best practices. It includes:

• A specific addressee
• An engaging opening line
• Excellent formatting and bullet points
• A statement of experience
• Simple, but recognizable branding
• A real signature

Sample proposal cover letter – Insight Public Sector to Education Service Center (ESCO)

This proposal cover letter example introduces Insight Public Sector’s response to ESCO’s RFP for technology software, equipment, services and solutions. The letter fits on a single page, reaffirms the company’s qualifications, and uses colorful bullet points to draw the eye to the company’s primary differentiators.

Proposal transmittal letter example – SunPower/GSRP for Town of Nantucket

The RFP response letter focuses on the experience and financial stability of the two vendors partnering to win the business. In addition, the letter confirms the company’s ability to meet the specific qualifications set forth in the RFP for solar PV development for onsite energy generation.

RFP response cover letter sample – ISITE Design for Health Level Seven

Guide to writing an executive summary

Do you know the difference between the executive summary and your RFP cover letter? Learn more in this blog that explores how to write an executive summary that stands out. 

Your personal guide to writing a winning executive summary

• Product & Best Practices
• Selling & Enablement
• Content & Storytelling
• People & Teams
• Company & Events
• Customer Stories

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