5 Sales Documents your Team Needs to Close More Business

Written by Vanja Maganjic

If you’re looking for a way to supercharge your sales process, you’re in the right place. It may feel like there have never been so many competitors for your audience to choose from, but if you know how to stand out, this won’t be a big problem for your company. With that being said, your sales process needs to be developed and shaped based on the current market and customer expectations. 

The customers are expecting to be spoiled and want you to go the extra mile to win them over. That’s why you need to have a certain number of sales documents, based on your industry and business model. In this article, we’ll explain their importance and dive into the specifics of the most popular sales documents. 

What is a Sales Document?

Sales documents are information sources that guide your sales process. They aid your sales pipeline and help you engage your potential customers at different stages of the process. 

Documents like these are essential because they showcase your products and services to interested buyers. This is why your sales documents need to be carefully created. Make sure that both your marketing and sales teams work on these documents, instead of just leaving them to one person. 

All your sales documents need to be true to the brand. Your values should be evident in all content your company creates. Make sure that all sales documents you produce have logos, follow your colour palette, use the same typography and such.

Types of Sales Documents 

While the variety of your sales documents will depend on your industry, we’re sure everyone will have the need for these five documents – business proposals, case studies, sales decks, invoices, and contracts. 

Let’s take a closer look at those sales documents and what makes them so important in your sales process. 

Business Proposals

Business proposals are one of the first sales documents that you will send to your clients. They can serve as a vehicle for making a good first impression and in order to win over clients, you’ll have to have a great offer and a great proposal. 

All your proposals need to be well written, well researched, and look professional. After all, business proposals are documents created with the sole purpose of persuading your clients to work with you. 

proposal template

In order to start the relationship with your clients on a good foot, you’ll have to have a fruitful discovery session with them before you start working on your proposal. That is when you find out all the necessary information that will help you shape your offer. 

Your proposal should explain why you’re the best person for the job, which can be done by listening to your clients closely. It’s essential to know when to talk about your expertise and when to focus on your client’s needs. 

With the number of proposals your clients surely receive on a regular basis, our best tip for standing out is to use their own words to describe the problem they’re facing and don’t go assigning any blame. 

You’re brought on to help them solve a problem and the best way to do that is by showing your understanding of the situation. Only after you show your client that you’re here to help can you showcase your previous work and talk about what differentiates you from the competition. 

The structure of your proposal should include an executive summary, a description of your process, timescales, social proof, pricing, guarantee, CTA, and terms and conditions. 

Our library of proposal templates will help you create a well-designed, professional-looking proposal with a high chance of converting. As you write your proposal, there is a lot of instructional material you can refer to in order to help you construct a great document. 

Once you finish your proposal, our proposal AI will kick in and compare your proposal to other successfully signed proposals and give you tips on how to improve it. 

An integration your clients will especially love is live chat which gives your clients a quick and easy way to communicate their issues and quickly give you feedback. 

live chat feature

As you can see in our proposal report that analyzes $1,480,000,000 of closed deals, integrating live chat helped conversion 16.85%. 

Case Studies

Case studies are the best way to prove you’re the right person for the job. They are great for proving your past successes and providing your clients with a third-person perspective on your expertise. 

Research shows that 13% of marketers use case studies as a primary form of media used within their content strategy. Since they take a lot more time to produce, in comparison to blogs and visual content, they are not used as often but they definitely pack a punch. 

Case studies are essential in earning the trust of your audience. They are more than just numbers and infographics, they also evoke emotional responses since helping people grow their business has more than financial benefits. 

case study

Firstly, determine your goals – do you simply want to get more leads or do you want to expand to a different market by, for example, showcasing your effort to be more sustainable? Case studies are amazing for winning over new customers, but can also serve as an in-house document for informing your employees about a new direction you’re taking your company in – for example, if you’re starting to use a new CMS.

Once you decide on the goals, think about the format of your case study. We suggest relying on storytelling to tell the story of how you helped a client increase their revenue and what subsequent benefits did this had. 

In the past, we made case studies in the form of interviews. While infographics can be effective in showing growth, it’s important to contextualize those stories and show the real-world implications. 

So once you show how quickly your customers experienced ROI, explain how they got to spend more time on different avenues of their business, making them better at a specific skill. Show how they managed to grow their team and more. Remember to include an emotional side to your storytelling. 

Sales Decks

A sales deck is a presentation that showcases your products and services to potential customers. It’s used as an addition to a sales pitch. The main objective of your sales deck needs to be to showcase the problem you want to solve. 

Make sure to start with showing the state of things before your solution was implemented and then transition into showing how your product or service helped make things better. You need to visually explain to your customers how you’ll be able to help them overcome an issue they’ve been facing. 

The trick is choosing the right information and keeping the sales deck easy to consume, without overloading it with unnecessary information. Make sure to rely more on visual content than long blocks of text. 

Since your goal is to engage your audience, make sure the sales decks are short, interesting, and offer new information. Don’t make them too product/service-driven, but rather focus on telling your potential customers a unique story of how you can help them in their day-to-day lives. 


An invoice is a final sales document you’ll send to your clients. It includes the cost of the product or service and serves as a legal record for the terms of payment. They have a few different purposes:

  • Payment tracking
  • Legal protection
  • Maintaining records
  • Tax purposes
  • Keeping track of business

All your invoices need to include the following: your logo, invoice number, date, name of the seller and the buyer, cost per unit, overall cost that needs to be paid, tax regulations and rates and any other terms and conditions. 

The reason so many companies and freelancers are already using Better Proposals is because you can ask for payment directly from our proposals, instead of having to create and manage your invoices manually. 


Contracts can be harrowing to create because you want to include as many details and unforeseen circumstances as possible in order to secure your products, services and revenue. 

Luckily, Better Proposals offer a variety of contract templates you’ll easily customize to your needs. All the contracts include a digital signature option, making them legally binding documents and letting you sleep easier at night knowing you’re secure. 

There are a few types of contracts. Most of them are fixed-price contracts, however, there could always be unexpected costs, which is why you need to include a paragraph on those situations. 

Other types of contracts include: 

  • Cost-reimbursement contract
  • Cost-plus contract
  • Unit price contract
  • Bilateral contract
  • Adhesion contract
Type of contractSpecifications
Fixed-priceUsed in situations where there is a fixed price that doesn’t depend on the amount of time spent on a project.
Cost-reimbursement Used in situations where the total cost is determined once the project is done.
Cost-plusUsed in situations where the buyer agrees to pay the actual cost of the entire project.
Unit priceUsed in situations where the total price is based on the individual units that make up the project.
BilateralUsed in situations where both sides make a promise to perform certain actions. 
AdhesionUsed in situations where one side has more bargaining power than the other. 


Having a good sales strategy means creating engaging sales documents that will help your company win more business and increase your revenue. Most of these documents can easily be created in our editor. 

If you haven’t tried it yet, this is the link to a free two-week trial that will make you fall in love with our service. 

About Vanja Maganjic

Vanja Maganjić is an experienced writer with a unique passion for creating content that helps brands connect with their customers. She believes in brands that stand up to the man and thinks that storytelling is an essential part of what makes us human. Her long term goal is to become the cool auntie that gives out family-sized Kit Kats on Halloween.
Categories: Sales Tips