Winning Sales Proposals - 9 September 2026

Proposals are critical to successful selling. Done well, they resonate with the customer, clearly differentiate you from competitors, and position you to win the bid.

Yet many sales professionals find proposal writing challenging. The good news? Winning can be easy! Whether you’re bidding into the government or private sector, join us to learn proven, practical techniques that will help you to win more.

Course content

This course will talk you through seven steps to help you develop a great proposal. We’ll cover:

1. Qualification – deciding whether or not you should bid
2. Planning for success before the RFP / ITT lands
3. Developing a compelling proposal strategy and story
4. Planning your content before you start writing, to maximise evaluation scores
5. The role and structure of a great executive summary
6. Top tips for writing clear, persuasive proposal content
7. The power of a good review process to sharpen your submission and learn lessons.

Presenter

Award-winning presenter Jon Williams – a Fellow of the UK Sales Association – will lead the session. Jon’s a renowned keynote speaker and the co-author of bestseller “Proposal Essentials”.

Jon’s well-known for running interactive, engaging courses. There’ll be plenty of case studies and discussion. And he’ll share anecdotes from his 27 years in bidding – working with sales teams in 40 countries - to bring the topic to life!