In today’s competitive business landscape, winning tenders and crafting standout proposals isn’t just a nice-to-have skill — it’s critical for sustained growth. Whether you’re pitching to a government contract, submitting a service proposal, or trying to close a high-value deal, the structure, clarity, and relevance of your proposal can make or break your chances.
Too often, proposals are either overly generic, poorly structured, or fail to connect with the real needs of the client. But there is a solution. The SOLVER Method is a simple, structured approach that helps businesses consistently deliver winning proposals.
In this article, we’ll walk through each stage of the SOLVER Method, show you how to apply it in your sales process, and share why it works so effectively.
What is the SOLVER Method?
The SOLVER Method is a six-step framework designed to help sales professionals and business owners build proposals that speak directly to a client’s needs while positioning their offering as the obvious solution.
SOLVER stands for:
- S – Situations
- O – Options
- L – List
- V – Visualise
- E – Examples
- R – Results
Let’s break down each part of this framework.
S – Situations
Start by clarifying the client’s current situation. This helps demonstrate that you understand their challenges and creates a personal connection.
“Sam, you’ve mentioned you’ve been looking to invest your inheritance in XYZ for a while but you’re not sure whether:
- This path will give you the level of ROI you’re looking for
- It’s too risky
- You need an advisor to support you on your journey”
Why it works:
Framing the conversation around their world, not yours, builds trust and engagement from the outset.
O – Options
Next, present all the options available to them. This positions you as transparent and consultative, not pushy.
“Having looked into this for you, I believe you have the following 3 options. You can:
- Choose an obvious route
- Explore another viable route
- Do nothing and keep the money in a low-interest savings account”
Why it works:
By giving the client control and showing the full picture, you establish confidence in your advice.
L – List
Clearly outline the pros and cons of each option.
“The pros of A, B, and C are…
The cons of doing A, B, and C are…”
Why it works:
This helps the client think through their decision logically while allowing you to shape their thinking.
V – Visualise
Now help them picture the future if they take your recommended path.
“You mentioned the regret of missed opportunities if you leave the money where it is. If you go down this path, you’ll be more likely to achieve ABC in the next 123 years, without the stress of XYZ.”
Why it works:
People buy outcomes, not processes. Visualising helps them see the value before it’s even delivered.
E – Examples
Use real-life success stories to back up your advice.
“Charlotte, another client, was in exactly the same boat. She decided to do [X], and now she’s achieved [the result], and she says the only thing she would change is she would do this sooner.”
Why it works:
Social proof is powerful. It reduces uncertainty and reassures your prospect.
R – Results
Finish by clearly laying out the results they can expect.
“If you move forward with [XYZ option], we expect your ROI to be [X%], and you won’t have to worry about [key concern].”
Why it works:
This gives the client clarity and confidence in what they’re buying.
Why the SOLVER Method Works
The SOLVER Method removes guesswork and emotion from proposal writing. It balances logic and empathy, helping the client feel seen and supported, while also guiding them toward a confident decision.
It also gives you a repeatable structure that builds credibility, reduces objections, and increases conversions.
How to Implement the SOLVER Method in Your Next Proposal
- Start with a deep understanding of your prospect’s situation. Ask questions, listen carefully, and tailor your insights.
- Show that you’re an expert advisor by mapping out realistic and helpful options.
- List pros and cons honestly. This positions you as a trustworthy partner.
- Use storytelling to help them visualise the path ahead and feel emotionally connected.
- Reinforce with real examples and proof.
- End strong with expected results and what success will look like.
Writing better proposals doesn’t require reinventing the wheel. It just requires using a clear, proven framework that helps your prospect make confident decisions.
The SOLVER Method is that framework. And when used consistently, it can completely transform your win rates.
Now, if you’re sending out proposals, you’ve obviously got prospects. If you want help turning prospects into paid customers, then access our FREE guide on how to turn your prospect into a customer.
