Writing for Results – Proposals

Most proposals are sales-driven instead of customer-driven. Sales-driven proposals are “boiler plate” documents featuring generic product or service descriptions and generalized benefit statements. Customer-driven proposals specifically address the buyer’s needs, expectations and problem issues. This course covers techniques and advice for crafting clear compelling messages and winning proposals that speak to customer needs.

This collaborative learning experience is appropriate for professionals who want to improve the effectiveness of simple or complex proposals and responses to RFPs and can be customized for business groups or applications within an organization. It can be delivered in various formats (virtual, face-to-face, “lunch and learn, etc. ). Facilitators deliver the course using the MeetingSphere collaboration software platform which enables a “hands on” approach ensures a highly interactive and engaging learning experience.

Learning Objectives
  • Apply writing techniques to convert proposals into successful sales tools
  • Present information in persuasive ways
  • Identify and correct common mistakes people make when writing proposals

Major Topics
  • Pre-work — understanding the proposal writing experience and applications for each participant
  • Balancing formal and conversational writing styles
  • Paying extra attention to what readers see first: cover letter or email, title page, table of contents, executive summary
  • Recapping your understanding of the customer’s needs
  • Formatting proposals for readability and impact
  • Writing about benefits as often as you can and highlighting the return on investment
  • The art of the putting a positive emphasis on words and phrases – while maintaining accuracy
  • Incorporating testimonials and differentiating your expertise

Who Should Attend

Professionals who want to improve the effectiveness of simple or complex proposals and responses to RFPs

Fields of Study
Communications and Marketing



Business Learning Institute

CPE Credits


This course is available for your group as:


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