Effective Business Writing Skills

“We made things easy for you”

Introduction to Effective Business Writing

The challenge for a business is to submit a tender or proposal that emphasises their strengths and added value benefits, and differentiates them from other applicants. Moreover, effective, informative and pursuasive writing skills can mean the difference between winning that tender or retaining an unhappy customer.

This course will provide participants with practical strategies and tools to ensure that the structure, content and presentation of their correspondence, tender or proposal will maximise the potential for success.

On successful completion of the course participants will be able to:

  • Have an understanding of the aims and objectives of providing offers in written form.
  • Identify methods of using a written proposal to advance the sale.
  • Understand the different kinds of tenders and proposals.
  • Produce a written proposal that is relevant to the invitation.
  • Improve the letter style for documents that sell.
  • Understand how to construct a proposal.
  • Understand the best methods to follow-up the document.
  • Recognise the importance of investing time to produce a quality document that will provide a selling edge.
  • Calculate the chance of tendering success.
  • Produce documents that sell the company and its products.
  • Establish procedures and templates that will continue to provide quality documentation.
  • Use the document to control the structure of the sale.
  • Have a better understanding of the sale profitability.

Course Content


Client Pursuit

  • Who will make the decision?
  • How will they decide?
  • What do they think of us?
  • What perceptions do we need to change?
  • What would they value most?

Bid Strategy

  • What are the critical decision factors?
  • How do we rate?
  • How can we create value?
  • What is the reason to choose us?

Bid Document

  • Have we answered the questions?
  • Is it summarised at every level?
  • Are problems tied to solutions?
  • Are features linked to benefits?
  • Is it obvious why we are the best choice?


  • Start strong, end strong
  • Be human, show enthusiasm
  • Give insight, not information
  • Hold a conversation

Bid Management

  • Start early
  • Plan key checks and review
  • Develop standard process and templates
  • Commit enough skills, facilities and leadership time

Training Method

The program is designed to enhance learning through group and individual cases and exercises.
There are a number of opportunities to practice techniques and evaluate skill levels. In addition the course leaders specialist knowledge and guidance are available in all sessions.
The program will be supported with a complete set of workbooks, handouts and reference material.


The course will have a maximum of 18 people who will be selected based on the type of business they are in and their job role to ensure a thorough mix of industries, ideas and experience.



Course Leader: Bill Levell

Bill’s highly successful corporate career spans nearly 40 years, having started life in hard nosed selling and sales management he rose to take appointments at senior Board and Management levels, and all areas of the sales and marketing functions – both UK and overseas.

His personal clients include some of the world’s most successful organisations who have always regarded him as a vital catalyst in the development of their strategy and practical implementation of their marketing and sales functions.

Highly experienced in all areas of Sales, Management, Marketing, and Advanced Negotiation. He has developed his own planning and analysis tools, which are now a standard part of the official sales Diploma curriculum in the UK and also utilised by multi nationals to automate the decision-making process and create effective sales strategies.

Whilst the foregoing information is pertinent, his current experience in running and managing businesses for clients, training and advising their people is much more relevant.

His reputation is founded on a combination of very practical experience and visionary thinking outside of current business boundaries and spanning many markets and industries. He has experience in assisting with the development of creative opportunities for businesses and is regarded as an important catalyst in strategic management thinking. He is well known for his design and implementation of process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a range of markets make his contributions invaluable and easily assimilated.

Bill has been a Senior Faculty member of the Chartered Institute of Marketing for over 25 years.