A sales proposal is a written document that outlines a seller's understanding of the buyer's needs and recommends an appropriately matched solution, pricing, and expected benefits. A winning proposal typically includes messaging tailored to the prospect’s unique goals and needs. Pulling this together usually presents the proposal creator with challenges in finding the most appropriate messages, combining them into a compelling story for the buyer, and then personalizing the message so that the proposal speaks directly to the buyer’s needs. Proposal automation software can be employed to make this process more efficient and effective.