AV Proposal Template: What Every Integrator Should Include
Your proposal is often the first professional document a client sees from your company. Here's how to make it count.
An AV proposal isn't just a price list with a logo on top. It's a sales document, a scope definition, and a commitment rolled into one. The best proposals don't just tell clients what things cost — they show clients that you understand their project, you've thought through the details, and you're the right team for the job.
Here's what a professional AV proposal should include, section by section.
1. Cover page and company information
First impressions matter. Your proposal should open with your company name, logo, contact information, and the client's name and project title. This isn't just branding — it makes the document easy to identify when a client is comparing multiple proposals side by side.
Keep it clean. A professional cover page signals that you run a professional operation.
2. Project overview
Before diving into line items, give the client a high-level summary of what you're proposing. This should answer three questions:
- What rooms or spaces are included?
- What systems are you installing (audio, video, control, networking)?
- What is the overall scope — new construction, retrofit, upgrade?
A good project overview shows the client you understand their needs before you start talking about equipment. It also protects you by defining scope boundaries — anything not listed here is outside the proposal.
3. Itemized equipment by room and system
This is the heart of the proposal. List every piece of equipment, organized by room and then by system within each room. For each item, include:
- Product name and model number — specificity builds trust
- Manufacturer — clients research brands
- Quantity
- Sell price (not your cost — that's internal)
Organizing by room is critical. Clients think in rooms, not in product categories. "Living Room — Distributed Audio" is meaningful to them. "Amplifiers" is not.
4. Labor and installation
Break out labor as a separate section or per-room line item. Clients expect to see what they're paying for installation, and transparency here builds confidence. Common line items:
- Installation labor (hours and rate)
- Programming and commissioning
- Cable pulls and infrastructure
- Project management
You don't need to list every hour in granular detail — but the client should see that labor is a real, considered cost, not a guess tacked on at the end.
5. Freight and miscellaneous costs
Don't bury freight in your equipment markup. List it as a separate line item. This is especially important on commercial jobs where shipping costs can run into thousands of dollars. Other items to consider:
- Shipping and handling
- Permits (if applicable)
- Lift or scaffold rental
- Travel costs for remote sites
6. Totals and pricing summary
Roll up all line items into a clear pricing summary. Show subtotals per room, a grand total for equipment, a grand total for labor, and the overall project total. If you offer optional add-ons, present those separately so the base price is clear.
Some integrators show a per-room total followed by a project total. This helps clients understand where the money is going and makes it easier for them to approve or request changes to specific rooms.
7. Terms and conditions
Every proposal should include your standard terms:
- Validity period — how long the pricing is good for (30 days is standard)
- Payment terms — deposit amount, progress payments, final payment
- Warranty — what you cover and for how long
- Exclusions — what's NOT included (electrical work, drywall repair, furniture, etc.)
- Change order process — how additions or modifications are handled
Clear terms prevent disputes. A vague proposal invites scope creep. A specific one protects both you and the client.
8. Signature / acceptance block
Make it easy for the client to say yes. Include a signature line, printed name, date, and a simple acceptance statement. If you accept electronic signatures, say so — the fewer friction points, the faster you close.
Common mistakes to avoid
- Flat product lists — dumping every item into one big table with no room/system organization
- Missing model numbers — "65-inch TV" doesn't inspire confidence; "Samsung QN65QN90D" does
- Bundled pricing — one lump sum with no breakdown makes clients nervous
- No terms — leaving scope and payment undefined invites trouble
- Poor formatting — messy documents suggest messy work
Generating proposals faster
Writing proposals from scratch in Word or Google Docs is time-consuming and error-prone. AV quoting software like QuoteAV generates branded, room-organized PDF proposals directly from your quote data — so you build the quote once and get a client-ready proposal with one click.