Downloaded times
Use template
Legally vetted
Track opens & views


Corporation Corp.
‍ Acme LLC.

Corporation Corp.

Acme LLC.

Corporation Corp.

Free Lead Generation Proposal Template

Fully editable with custom branding and templated offering.

Bonsai has helped create 1,023,928 documents and counting.

Trusted by 500,000+
business owners

“My best friend in scaling my business

Like putting my finances on auto-pilot”

Bonsai does the hard work”

Everything is streamlined”

Huge timesaver”

It’s been the most stress-free year of my life!”

I feel more confident”

Backbone of my business”

“So simple”

“Clients love how easy my systems are

A must-have!”

“I do less admin and do more of what I love

“Worry-free contracts and invoices

“It pays for itself”

Great customer service!”

A life-saver!”

Clients take me more seriously”

“I upped my rates and won more clients

Date: March 8th 2023



Acme LLC.

Corporation Corp.

This Contract is between Client (the "Client") and Acme LLC, a California limited liability company (the "Coach").

The Contract is dated January 23, 2023.


1.1 Project. The Client is hiring the Coach to develop a coaching relationship between the Client and Coach in order to cultivate the Client's personal, professional, or business goals and create a plan to achieve those goals through stimulating and creative interactions with the ultimate result of maximizing the Client's personal or professional potential.

1.2 Schedule. The Coach will begin work on February 1, 2023 and will continue until the work is completed. This Contract can be ended by either Client or Coach at any time, pursuant to the terms of Section 4, Term and Termination.

The Coach and Client will meet by video conference, 4 days per month for 2 hours.

1.3 Payment. The Client will pay the Coach an hourly rate of $150. Of this, the Client will pay the Coach $500.00 (USD) before work begins.

1.4 Expenses. The Client will reimburse the Coach's expenses. Expenses do not need to be pre-approved by the Client.

1.5 Invoices. The Coach will invoice the Client in accordance with the milestones in Section 1.3. The Client agrees to pay the amount owed within 15 days of receiving the invoice. Payment after that date will incur a late fee of 1.0% per month on the outstanding amount.

1.6 Support. The Coach will not be available by telephone, or email in between scheduled sessions.


- A coaching relationship is a partnership between two or more individuals or entities, like a teacher-student or coach-athlete relationship. Both the Client and Coach must uphold their obligations for the relationship to be successful.

- The Coach agrees to maintain the ethics and standards of behavior established by the International Coaching Federation (ICF).

- The Client acknowledges and agrees that coaching is a comprehensive process that may explore different areas of the Client's life, including work, finances, health, and relationships.

- The Client is responsible for implementing the insights and techniques learned from the Coach.


3.1 Overview. This section contains important promises between the parties.

3.2 Authority To Sign. Each party promises to the other party that it has the authority to enter into this Contract and to perform all of its obligations under this Contract.

3.3 Coach Has Right To Give Client Work Product. The Coach promises that it owns the work product, that the Coach is able to give the work product to the Client, and that no other party will claim that it owns the work product. If the Coach uses employees or subcontractors, the Coach also promises that these employees and subcontractors have signed contracts with the Coach giving the Coach any rights that the employees or subcontractors have related to the Coach's background IP and work product.

3.4 Coach Will Comply With Laws. The Coach promises that the manner it does this job, its work product, and any background IP it uses comply with applicable U.S. and foreign laws and regulations.

3.5 Work Product Does Not Infringe. The Coach promises that its work product does not and will not infringe on someone else's intellectual property rights, that the Coach has the right to let the Client use the background IP, and that this Contract does not and will not violate any contract that the Coach has entered into or will enter into with someone else.

3.7 Client-Supplied Material Does Not Infringe. If the Client provides the Coach with material to incorporate into the work product, the Client promises that this material does not infringe on someone else's intellectual property rights.


This Contract is ongoing until it expires or the work is completed. Either party may end this Contract for any reason by sending an email or letter to the other party, informing the recipient that the sender is ending the Contract and that the Contract will end in 7 days. The Contract officially ends once that time has passed. The party that is ending the Contract must provide notice by taking the steps explained in Section 9.4. The Coach must immediately stop working as soon as it receives this notice unless the notice says otherwise.

If either party ends this Contract before the Contract automatically ends, the Client will pay the Contractor for the work done up until when the Contract ends. The following sections don't end even after the Contract ends: 3 (Representations); 6 (Confidential Information); 7 (Limitation of Liability); 8 (Indemnity); and 9 (General).


The Client is hiring the Coach as an independent contractor. The following statements accurately reflect their relationship:

- The Coach will use its own equipment, tools, and material to do the work.

- The Client will not control how the job is performed on a day-to-day basis. Rather, the Coach is responsible for determining when, where, and how it will carry out the work.

- The Client will not provide the Coach with any training.

- The Client and the Coach do not have a partnership or employer-employee relationship.

- The Coach cannot enter into contracts, make promises, or act on behalf of the Client.

- The Coach is not entitled to the Client's benefits (e.g., group insurance, retirement benefits, retirement plans, vacation days).

- The Coach is responsible for its own taxes.

- The Client will not withhold social security and Medicare taxes or make payments for disability insurance, unemployment insurance, or workers compensation for the Coach or any of the Coach's employees or subcontractors.


6.1 Overview. This Contract imposes special restrictions on how the Client and the Coach must handle confidential information. These obligations are explained in this section.

6.2 The Client's Confidential Information. While working for the Client, the Coach may come across, or be given, Client information that is confidential. This is information like customer lists, business strategies, research & development notes, statistics about a website, and other information that is private. The Coach promises to treat this information as if it is the Coach's own confidential information. The Coach may use this information to do its job under this Contract, but not for anything else. For example, if the Client lets the Coach use a customer list to send out a newsletter, the Coach cannot use those email addresses for any other purpose. The one exception to this is if the Client gives the Coach written permission to use the information for another purpose, the Coach may use the information for that purpose, as well. When this Contract ends, the Coach must give back or destroy all confidential information, and confirm that it has done so. The Coach promises that it will not share confidential information with a third party, unless the Client gives the Coach written permission first. The Coach must continue to follow these obligations, even after the Contract ends. The Coach's responsibilities only stop if the Coach can show any of the following: (i) that the information was already public when the Coach came across it; (ii) the information became public after the Coach came across it, but not because of anything the Coach did or didn't do; (iii) the Coach already knew the information when the Coach came across it and the Coach didn't have any obligation to keep it secret; (iv) a third party provided the Coach with the information without requiring that the Coach keep it a secret; or (v) the Coach created the information on its own, without using anything belonging to the Client.

6.3 Third-Party Confidential Information. It's possible the Client and the Coach each have access to confidential information that belongs to third parties. The Client and the Coach each promise that it will not share with the other party confidential information that belongs to third parties, unless it is allowed to do so. If the Client or the Coach is allowed to share confidential information with the other party and does so, the sharing party promises to tell the other party in writing of any special restrictions regarding that information.


Neither party is liable for breach-of-contract damages that the breaching party could not reasonably have foreseen when it entered this Contract.


8.1 Overview. This section transfers certain risks between the parties if a third party sues or goes after the Client or the Coach or both. For example, if the Client gets sued for something that the Coach did, then the Coach may promise to come to the Client's defense or to reimburse the Client for any losses.

8.2 Client Indemnity. In this Contract, the Coach agrees to indemnify the Client (and its affiliates and their directors, officers, employees, and agents) from and against all liabilities, losses, damages, and expenses (including reasonable attorneys' fees) related to a third-party claim or proceeding arising out of: (i) the work the Coach has done under this Contract; (ii) a breach by the Coach of its obligations under this Contract; or (iii) a breach by the Coach of the promises it is making in Section 3 (Representations).

8.3 Coach Indemnity. In this Contract, the Client agrees to indemnify the Coach (and its affiliates and their directors, officers, employees, and agents) from and against liabilities, losses, damages, and expenses (including reasonable attorneys' fees) related to a third-party claim or proceeding arising out of a breach by the Client of its obligations under this Contract.


9.1 Assignment​. This Contract applies only to the Client and the Coach. Neither the Client nor the Coach can assign its rights or delegate its obligations under this Contract to a third-party (other than by will or intestate), without first receiving the other's written permission.

9.2 Arbitration. As the exclusive means of initiating adversarial proceedings to resolve any dispute arising under this Contract, a party may demand that the dispute be resolved by arbitration administered by the American Arbitration Association in accordance with its commercial arbitration rules.

9.3 Modification; Waiver. To change anything in this Contract, the Client and the Coach must agree to that change in writing and sign a document showing their contract. Neither party can waive its rights under this Contract or release the other party from its obligations under this Contract, unless the waiving party acknowledges it is doing so in writing and signs a document that says so.

9.4. Noticies.

(a) Over the course of this Contract, one party may need to send a notice to the other party. For the notice to be valid, it must be in writing and delivered in one of the following ways: personal delivery, email, or certified or registered mail (postage prepaid, return receipt requested). The notice must be delivered to the party's address listed at the end of this Contract or to another address that the party has provided in writing as an appropriate address to receive notice.

(b) The timing of when a notice is received can be very important. To avoid confusion, a valid notice is considered received as follows: (i) if delivered personally, it is considered received immediately; (ii) if delivered by email, it is considered received upon acknowledgement of receipt; (iii) if delivered by registered or certified mail (postage prepaid, return receipt requested), it is considered received upon receipt as indicated by the date on the signed receipt. If a party refuses to accept notice or if notice cannot be delivered because of a change in address for which no notice was given, then it is considered received when the notice is rejected or unable to be delivered. If the notice is received after 5:00pm on a business day at the location specified in the address for that party, or on a day that is not a business day, then the notice is considered received at 9:00am on the next business day.

9.5 Severability. This section deals with what happens if a portion of the Contract is found to be unenforceable. If that's the case, the unenforceable portion will be changed to the minimum extent necessary to make it enforceable, unless that change is not permitted by law, in which case the portion will be disregarded. If any portion of the Contract is changed or disregarded because it is unenforceable, the rest of the Contract is still enforceable.

9.6 Signatures. The Client and the Coach must sign this document using Bonsai's e-signing system. These electronic signatures count as originals for all purposes.

9.7 Governing Law. The validity, interpretation, construction and performance of this document shall be governed by the laws of the United States of America.

9.8 Entire Contract. This Contract represents the parties' final and complete understanding of this job and the subject matter discussed in this Contract. This Contract supersedes all other contracts (both written and oral) between the parties.



Acme LLC.

Corporation Corp.
Table of contents

What is a Lead Generation Proposal?

A lead generation proposal is the document that succinctly outlines the client’s problem and then details the plan on how you will solve it. Great lead generation proposal’s win work because they provide the information prospective clients need to understand your strategy for solving their problem while highlighting your expertise and unique service offering.

The most important aspects of a lead generation proposal from the client’s perspective is your approach to the lead generation project, the process you use to generate leads and qualify them, and how much you’ll charge for the work.

However, the business proposal you create needs to do more than outline your strategy for bringing more qualified leads to the client. It also needs to:

  • Create a positive impression
  • Build trust in your marketing abilities
  • Show your industry knowledge, and 
  • Set the pace for the project with a schedule.

When it does all of this, you are more likely to win lead generation projects.

A proposal template makes this much easier to achieve each time. When completed and submitted, it serves as a guide for working through your lead generation plan once you’ve won the contract.

Note: Sign up to Bonsai and start editing your free Lead Generation Proposal Template today. 

The Importance of a Strong Business Proposal

Generating traffic and leads is one of the biggest marketing challenges. It’s a similar story for sales teams too, 51% of salespeople struggle with lead generation and prospecting is one of their most time-consuming activities. Yet quality leads are crucial for business success.

Whether using inbound lead generation techniques or outbound methods, efficient lead generation strategies that source and qualify leads for a sales team is vital. For these reasons, many businesses are turning to professional lead generation services.

Writing a lead generation proposal that explains your process for finding and qualifying leads is the first step to winning these projects. Using a proposal template can make it easier to focus on demonstrating your knowledge of a clients’ market, their audience, and help them understand your conversion techniques. It also allows you to present your services in a professional and memorable way.

What to Include in the Lead Generation Proposal

The more detailed you are with a lead generation proposal, the less room there is for misunderstanding. It’s also more likely that you’ll win the work. Although proposal writing can be laborious, it’s worth taking the time to get it right. 

A detailed business proposal can be easily stripped back and saved as your personal lead generation proposal template, making the next proposal easier and faster to put together. This ensures you’ll have all the right elements for your proposal every time you make a pitch for a new project. Here’s a list of all the elements that go into a killer lead generation proposal.

Basic Opening Information

Proposals need to open with the information about the parties involved and the name of the project. These few lines of your lead generation proposal will be roughly the same each time, so it's helpful to save this as part of the proposal template.

You’ll only need to switch the name of the client and their contact details, possibly the company’s products that the work is related to and the name for the project for your next proposal.

Cover Letter

Sometimes referred to as the introduction, your cover letter reiterates the reason you are sending a proposal and leads into the detail of your lead generation proposal. You should show your enthusiasm for the project, provide pertinent information about your experience and briefly explain the service you intend to provide.

Your cover letter needn’t be long, most of the detail needs to be given in your proposal below. Anywhere between a half page to a page should be enough.

History of Lead Generation Projects

Providing a little background on your lead generation experience and successes with other companies you have worked with can build trust with the potential client. As lead generation work doesn’t readily lend itself to a portfolio, testimonials from existing clients can really help.

Try to include client comments from businesses with a similar audience, industry, or products to the company you are pitching to. If this isn’t possible, great reviews from past clients will still work well here.

Lead Generation Project Description

A brief yet thorough description of the client’s issue is given in the description. Lead generation proposals are easier to write if you have a thorough understanding of the project. Give some thought to this section. Show the client that you grasp their specific needs and the purpose of the lead generation activities.

Lead Generation Proposal Outline

After detailing your prospective clients’ problem, it’s time to get into the nitty-gritty of your solution. Start with an outline and then provide further detail for your lead generation plan. You may begin by stipulating your intention to use inbound lead generation techniques or outbound methods such as cold calls.

The broad brush strokes of the outline serve as an introduction to the details of your lead generation strategies. Make sure you cover each step of your lead generation process in the proposal.

Great lead generation always begins with research. Who are the ideal customers for the business? What are the pain points that the business alleviates? What benefits does the business's product or service provide?

If you use inbound marketing to attract leads, detail the tools you intend to use. The engaging content you create may include:

  • Landing pages with a form to collect prospect details
  • Email marketing series
  • Creating online content such as blogs and infographics

All of this can spark interest with a new audience. Even adding a button or form on an existing landing page to collect prospect’s information will be part of the detail you include. Promotion of this content is just as important as the content creation.

Similarly, if outbound marketing is your forte, the kinds of direct mail marketing, number of cold calls, direct messages and the platform you intend to use, and any other lead generation tool or method you plan to put to use will be included with your outline.

Your lead generation process is an important part of the proposal outline. Not only do you need to explain how leads will be generated for the sales team, but also how they will be passed on and any lead nurturing activity that is included with your services.

Marketing tools like a CRM that tracks leads and scores them for the sales team needs to be mentioned. Clarity of communication channels smooths the way for the project once it commences.

The process should also include a schedule for the work with milestones, deliverables and the project deadline. A schedule is a great way of showing what you will achieve, how you plan to generate new leads and when interim targets as well as the main project goal will be met.

The strategy you build needs to incorporate how you will measure success. This could be the number of new leads you will attract over a given period, a percentage increase on existing lead generation activities, or a particular impact you will deliver for the sales process.

Whichever method is used for tracking progress of the lead generation services you propose, it should clearly show the ROI your client will achieve through selecting your proposal over your competitors.

Payment Terms

As mentioned above, this is one of the most important parts of the proposal from the client’s perspective. It’s also one part of your lead generation proposal template that won’t change often.

Payment is usually tied to each new lead that is generated for the business or a company’s product. It is necessary to define what constitutes qualified leads to avoid ambiguity in your payment. Retainers and bonus plans are another common way of charging for lead generation activities.

How often you invoice, the payment terms for your invoices and how payment is to be received all get included in the terms section of your proposal.

It’s worth reviewing this section of your lead generation proposal template on a yearly basis to make sure it’s in line with the kinds of company projects you are pitching for.

Legal Obligations and Additional Information

This part of your proposal should also briefly display your understanding of the regulations for lead generation activities as governed by the Federal Trade Commission. Showing how outbound marketing activities will remain compliant with the Telephone Consumer Protection Act or, if lead generation is to include Europe, GDPR compliance, can assure your client that the service you deliver will meet their needs lawfully.

Additional ideas for the project, services you provide that can support your work with the client, expert team members who will be involved in the project and any other helpful information should be added here. This can help your proposal stand out and build confidence with the client in your ability to deliver.

Summarize and Close

The close of your proposal is just as important as the opening. You need to restate the client’s problem, your proposed solution and the method in which your lead generation activities will be delivered. Then segway into the next step, which is to agree to this proposal so a contract can be sent to get the lead generation campaign underway.

Although this section of the lead generation must be customized for each company you pitch for, large parts of it will remain the same. Saving each section of your proposal as a customizable part of a lead generation proposal template will make each section easier and faster to complete for the next client proposal you write. 

How to Write a Lead Generation Proposal

Although there is a particular order for elements of business proposals to be presented in, there’s no need to start writing your proposal that way. Often, it is easier to begin by outlining your potential client’s problem and your strategy for solving their issue with generating leads. These aspects of the proposal inform the other elements of the document. 

Find out exactly what the client wants

Your lead generation proposal is all about what the client needs and how you will solve their problem. Whether responding to a lead generation tender or following up from a sales call with a prospective client, a clear understanding of the problem and what they want to achieve is needed to be able to write better proposals than your competitors.

Clarify the Lead Generation Project

Succinctly outlining the client’s needs is an important part of the proposal. It shows you understand the lead generation problem and helps you to crystalize your ideas for the solution.

Explain Your Lead Generation Strategies

Outline your solution for lead generation and give in depth information about how you will deliver your services. Include the kinds of activities you will use to generate each lead, tools you’ll use such as direct mail marketing and cold calling or online content, landing pages, and other inbound techniques you know work.

Provide a schedule for the work that shows who, how and when certain activities will take place. If specific services are being delivered by different team members, note what they are and who is responsible.

Inbound marketing lead generation techniques may require actual content such as email marketing campaigns, landing pages with a form, and blogs to be written to attract interest from your client’s audience. The topics, type of content, when and how they will be created and delivered can be detailed in a content plan for the client.

Similarly, outbound methods such as direct mail and calling prospects should be scheduled. The person responsible for creating the copy for the mail outs or making the calls needs to be mentioned in the details of your lead generation strategy.

Highlight What Sets You Apart

To stand you, you need to differentiate your service from other lead generation companies. This could be the process you use to find and attract leads, your vast sales experience, a unique approach to lead generation that builds interest in a company’s product or any other way you add value for the client. This section helps potential clients remember your proposal long after reading it.

Demonstrate Your Lead Generation Results

It’s not enough to say how much your clients value your lead generation activities. Demonstrating the results you can deliver with facts and figures that are accompanied by customer testimonials about your service helps your lead generation proposal to stand out while building trust with the client.

Additional Proposal Sections

Once the most detailed parts of the lead generation proposal have been written, writing the standard additional sections - payment terms, introduction, additional information and final summary and close becomes a lot easier.

The detailed sections of your proposal will inform the other sections, so lean on these to complete your lead generation proposal.

After proofing and ensuring you’ve included everything you need while presenting your services in the best possible light, save it all in a new document so you can strip it back to create a reusable lead generation proposal template for future projects.

Writing lead generation proposals takes longer than simple quotes for services, but it has the advantage of working as a persuasive document that convinces the prospective client you’re the best solution for their problem.

Creating a Lead Generation Proposal is Simple with Bonsai

Writing business proposals can be time consuming and a little nerve wracking - there is a lot riding on getting your proposal document right! Bonsai’s lead generation proposal template ensures everything gets included in your proposal and a professional presentation of your services is delivered each time.

It's free and easy to sign up with Bonsai to access a wide range of templates and even download a free lead generation proposal template that you can begin customizing now.

Lead generation proposal templates make pitching for new projects easier. You’ll be able to submit your lead generation proposal with confidence that nothing’s been left to chance and turn your own new lead into a happy client faster!

Lead generation proposal FAQs

Why is lead generation important?

Businesses need customers to remain profitable. Lead generation services give sales teams more time to focus on nurturing prospects into customers for a company’s products. Without lead generation activities, sales teams are missing an important step of the process for keeping a company in business.

How does lead generation work?

There are various techniques and methods for generating leads. These activities are usually broken into two groups - inbound lead generation and outbound marketing.

Inbound marketing techniques involve attracting a new lead with content. This can involve writing online content such as a landing page with resources prospects can download in exchange for their contact information. Resources could be a free course, ebook or other low value item that engages the prospect. This first stage of conversion, qualifies the prospect’s interest in the company’s product.

Outbound marketing methods involve contacting a large number of prospects that fit a specific age group or other demographic and introducing them to a business’ services or a company’s product. This marketing method is considered to be far more intrusive than inbound marketing methods and there are strict guidelines around how it is carried out.

Is lead generation sales or marketing?

Finding prospects is a function of both marketing and sales teams. Lead generation blends the skills of marketers and salespeople to attract prospects and create interest in a company’s products or services. In some businesses lead generation falls to the sales team, in others it is the marketing team that shoulders this responsibility.

Outsourcing lead generation activities to specialist companies is a growing trend across all sectors. This is because a continual flow of good prospects is needed for sales teams to convert into customers.

Frequently Asked Questions

Questions about this template.

How do you write a lead generation proposal?

Start by signing up with Bonsai and editing one of their pre-made templates. It'll introduce the problem, dive into the details of the strategy, timeline and cost to gather leads.

How do you write a catchy proposal?

A catchy proposal consists of: Describe your background and make an introduction. Summarize the aim of the proposal. Establish your objectives and goals. highlights of your unique qualities, discuss the budget and the intended use of the cash in brief, a call to action to the end and ask for a follow-up.

What is lead generation examples?

Lead generation is the process of attracting and gathering prospective customers. Job applications, blog articles, ads, coupons, live events, and online material are a few ways to generate leads.