Writing Winning Sales Proposals

sales proposals

Writing Winning Sales Proposals, Bids and Tender Response Documents


This two-day workshop-style training event covers all aspects of preparing, writing, proofing, editing and producing sales proposals, tender responses, bid documents and sales quotations.

Key features

  1. Participants work on their own real-life documents; objectively editing and proofreading working in pairs.
  2. Detailed course manual and materials, including a PDF writing reference guide.
  3. Learning exercises to practice structuring, composing, editing and proofreading

Learning objectives include:

  • Evaluate and analyse bid requirements and align your approach to what your customer wants.
  • Determine and target the resources you will require.
  • Identify the information you need to succeed.
  • Set up the internal review procedures required for your bid.
  • Structure your bid documentation effectively.
  • Techniques to differentiate your bid from that of your competition.
  • Control a structured submission, working efficiently within tight timescales.
  • Assess and review your submission to drive continual improvement.
  • Successfully plan and construct your bid documents.
  • Ensure that the reader’s needs are met. Be confident that your message is not lost.
  • Overcome the ‘blank screen/page syndrome’ and reduce the time it takes to write.
  • Choose the style appropriate to your reader and situation.
  • Avoid common mistakes that impact on your professional image and effectiveness of your bid or quotation.
  • Build successful sentences and paragraphs – using punctuation that guides your reader.
  • Use a checklist to help proofread the final bid document.

How to write winning sales proposals, bids and tenders – main topics
The importance of role of a well-written sales proposal

  • Why bother? – the value of the sales proposal or document to you and to the customer
  • What is an ideal bid?
  • What the customer wants and needs to make a decision in your favour
  • Understanding and delivering on customer expectations
  • Review and discussion of different proposals – with real-life examples
  • Starting point: Review of current documents, challenges and opportunities.

How to manage an effective bid and response

  • Controlling and monitoring the bid process
  • The ‘power’ team workshop
  • Understanding the competition, the market and customer perception
  • Storyboarding, planning and content selection
  • Selling the benefits of your proposal: people, products and process
  • Business case preparation and presentation – comparative advantage

The correct way to structure your sales proposals

  • The structure and format of the bid document
  • A section-by-section, page-by-page review of best practice in structuring great sales proposals
  • How to improve the way you match your proposal to the customer’s objectives and requirements
  • Plan your sales documents systematically – to make them easy to read and more persuasive
  • How to make your proposal look like the ‘least risky’ option

Making your proposal a compelling and persuasive proposition

  • Choosing the right words that sell effectively
  • Selecting the right content and information for your document or proposal
  • Using an option matrix to summarise complex choices and increase final order value
  • How to write an executive summary
  • Techniques for presenting price, options and variables

The Perils and Pitfalls of Business Writing

  • Current thinking regarding business grammar
  • Tips to ensure we avoid grammatical errors
  • Constructing sentences and paragraphs – with appropriate punctuation to create rhythm and flow
  • Can ‘action words’ gain results?

How am I ‘Coming Across’ to my Reader?

  • Is my style ‘reader-friendly’?
  • Using ‘punchy’ openings to gain interest
  • Positive or compelling endings to ensure results
  • The barriers to an effective, professional style
  • Expanding your vocabulary to avoid repetition – keeping your writing ‘alive’
  • Is my tone persuasive and assertive?

Well-written and error-free

  • Developing your writing style for maximum impact
  • Express the content (ie, selling points) clearly, concisely and correctly
  • Be able to proof-read and edit work effectively, using formal marks and techniques
  • Improving visual layout, format and appearance
  • Making it customer-focused


  • Learning diary and action plans
  • Review of existing templates and standard documents

Please get in touch by completing this form or calling ​​07515 851 691.

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