Write winning bids and proposals to secure high-value contracts.

Winning competitive tenders and commercial bids takes more than compliance with the technical requirements. Evaluators look for clear, evidence-based answers that show real commercial value and speak directly to their priorities. If a proposal is difficult to follow, overloaded with detail or light on clear buyer benefits, it is less likely to score well – and the contract may go elsewhere.

Whether your team is responding to public sector procurement or writing commercial bids for client contracts, this practical course gives bid leads, bid authors and subject matter experts a clear framework for writing strong, high-scoring proposals – including the appropriate and responsible use of AI in drafting and editing.

Who this course is for

• Bid managers, proposal writers and commercial leads who manage tender submissions, write response sections and need to maximise evaluator scores.
• Technical specialists and subject matter experts who contribute content to bid responses and need to translate complex technical methods into clear buyer benefits.
• Account directors and business development leads who pitch high-value proposals to corporate or public sector clients and want to sharpen their competitive messaging.

What delegates will learn

The course combines practical bid management with persuasive writing. Participants will learn how to:

• Make sure responses answer the brief: Break down buyer requirements, marking schemes and evaluation criteria so each answer deals directly with what will be scored.
• Plan, structure and write clearly: Organise responses so evaluators can quickly find the main points, evidence and compliance details.
• Shape the key messages: Explain your strengths, win themes and value proposition in plain language, without falling back on generic sales phrases.
• Use language and layout that help the reader: Choose the right tone, style, graphics and tables to keep evaluators engaged and make the response easier to follow.
• Write efficiently under tight deadlines: Streamline drafting and overcome writer’s block when working under pressure.
• Manage multi-author writing: Keep quality and consistency under control when several people are contributing to the same bid.

Course modules

Module 1: Winning bids

• What makes a bid stand out, and why basic compliance is only the starting point.
• Understanding the full bid-writing process from start to finish.
• Building an evaluator-focused approach that helps lift scores across each response.

Module 2: Preparation

• Working through the tender document and getting clear on what the buyer is asking for.
• Understanding the audience and what evaluators are likely to care about most.
• Gathering the right information early and agreeing the main messages before drafting begins.

Module 3: Writing principles

• Applying seven core principles of clear, concise and accurate business writing.
• Choosing the right style, tone of voice and wording for the reader.
• Developing outline structures and clear page layouts for tender questions.

Module 4: Persuasive arguments

• Developing strong bid themes and carrying them through the whole submission.
• Explaining your competitive advantage and showing value alongside price.
• Writing executive summaries that pull decision-makers in from the first page.

Module 5: Incorporating technical information

• Turning complex technical specifications, data and methods into clear benefits for the reader.
• Using visuals, graphics, tables and callout boxes to break up copy and make information easier to scan.
• Standardising number formats, acronyms and technical terms for maximum readability.

Module 6: Drafting

• Structuring draft responses quickly and confidently under tight submission deadlines.
• Practical strategies to overcome writer’s block and maintain momentum.
• Keeping momentum across large tenders with several sections and contributors.

Module 7: Checking your work

• Using practical self-editing checks and review routines.
• Correcting common errors in grammar, punctuation and spelling.
• Professional proofreading techniques and using AI/software editing aids responsibly.

Module 8: The bid-writing process

• Setting clear writing roles and responsibilities across the bid team.
• Coordinating input from subject matter experts and other contributors.
• Keeping quality, timing and review stages on track throughout the bid process.

Delivery and formats

All workshops are practical and interactive, using your team’s real tender documents and live bids wherever possible:

• In-house group workshops: Two-day standard, one-day intensive or tailored sessions delivered at your offices in the UK or internationally.
• Virtual live masterclasses: Interactive online modules delivered via MS Teams or Zoom with practical breakout exercises.
• Tailored team programmes: Content adapted to your sector, procurement frameworks and company pitch templates.
• Group size: Capped at 12 participants so there is time for individual feedback and direct review of your bid writing.

Executive and strategic add-ons (optional)

1. Pre-bid strategic facilitation

Support for facilitated kick-off and strategy sessions are available for bid leads, commercial directors and subject matter experts to establish clear win themes , agree core value propositions and resolve delivery ambiguities before drafting begins.

2. Post-workshop 1-on-1 coaching for bid leads and authors

Team training builds the core skills, but competitive contracts often benefit from more focused support. One-to-one coaching is available for bid managers, technical contributors or senior leads who want practical feedback on live, high-value tender submissions.

3. High-value proposal review and professional editing

For major strategic proposals, multi-million-pound tenders or frameworks, direct editing support can help refine the copy, sharpen the commercial argument and check the detail before submission.

About your trainer

Jakki Bendell, MBA, ACC is an ICF-accredited executive coach, professional bid editor and experienced business consultant with more than 15 years’ experience advising teams and leaders across the corporate and public sectors. With an MBA and CIPD training qualifications, she brings together commercial strategy and practical communication coaching to help teams write clear, compelling proposals that win business.

Ready to upgrade your team’s bid writing?

If you would like to discuss a tailored bid writing workshop or proposal review for your organisation, get in touch today.

“Jakki is a highly skilled technical author and trainer. I’ve had excellent feedback from
my clients for all of the work she has done. She gets on well with people and is
always pleasant to deal with.” Peter Meherne, Director, Plain Words, UK’s foremost professional authoring and training company