To set realistic expectations within a proposal with a client in mind, sellers have to focus on clarity, honesty, and congruence of the offering. Describe the scope: what will be delivered, the time frames involved, what will be achieved/changed - measured outcomes. Present commitments based on sound data, past performance, so that these could be feasible. Anticipate possible risks and describe their mitigation. Align the proposal to the client's goals and priorities, underlining therein the value and benefit which your solution will bring in. Do not overpromise anything but make sure you provide a well-tempered view of what success is going to look like.

Here’s how: Ask insightful questions to understand the client’s goals, pain points & vision. Specify what success looks like. E.g. “Increase sales by 15% in six months” Break down the project into phases detailing what will be delivered at each stage. Be transparent about the time required to complete each phase. Avoid overpromising. A buffer for unforeseen issues demonstrates foresight. Show how your expertise will contribute to achieving the goals. Align the proposal with the client’s budget & resources. Acknowledge any potential risks & how you plan to mitigate them. Establish how often & in what format you’ll update the client. Ensure the client understands their role in the process. Be flexible in your client's support.

Drafting effective proposal is quite complex, as most of the organizations has a uniform format for all type of clients. The most important thing to focus is to clarify about your offering & deliverables within transparent timelines. Phased milestones can help you a lot. Highlighting collaboration and regular check-ins can build trust. Overall, the proposal should be easy to understand.

Involve them in a position by letting them asking questions. Then drive these questions with the answers "No, but..." , try to make them give those type of responses. Then, they will think about twice by saying No... But... makes them think they are the controller with the No, then with the But response, they also want to emphaty with you and show how they are open to negotiation. At this stage, you should give realistic solutions to them. Dont try to win directly, try to make them think as if they are the winner.

Setting realistic expectations in a client proposal starts with clear communication and honesty. Understand their goals thoroughly and outline what can be achieved within the given time, budget, and resources. Avoid overpromising—highlight the strengths of your solution but be transparent about limitations or challenges. Provide a clear timeline, measurable milestones, and explain how progress will be tracked. Showing a commitment to their success by balancing ambition with practicality builds trust and positions your team as reliable partners.