Bid Writers Surely Don't Need Sales Training Do They?
At Thornton & Lowe, we’ve worked with hundreds of exceptional bid writers over the year. But even the most technically strong writers often miss a vital link: sales. We designed this specialist sales training because too many bids are written in isolation from the sales process.
A great bid writer is more than just a skilled writer - they're a 'sales thinker'. They understand what drives decision-makers and how to connect emotionally as well as commercially. The best win themes, the most persuasive narratives, and the highest win rates come from bid writers who embrace sales as part of their professional development! Or we think so....
Our Sales Training for Bid Writers is designed to meet this need - bringing those two worlds together - transforming your bids from competent to compelling.
Our Approach: Practical Sales Skills for Bid Writers
This isn’t a generic sales course repackaged for bidding. Our Sales Training for Bid Writers is built from the ground up to give your team the tools they need to win more bids by thinking and writing with a sales mindset.
We don’t believe in buzzwords, box-ticking, or theory for theory’s sake. This is results-driven training, designed and delivered by our sales and bidding specialists.
Before we deliver any training, we engage with you to understand your business, your bid challenges, your current tools, and your growth goals. That insight shapes a session tailored around your sector, your team, and the bids you actually submit.
What does this look like in practice?
Sales Consultancy, Not Just Training: Our workshops are part consultancy, part training - helping your bid writers sharpen both strategy and delivery.
Not Just ‘Closing’ - Communicating: We cover everything from opportunity analysis to persuasive messaging and post-submission positioning.
From Features to Value: Bid writers learn how to speak the language of return on investment, outcomes, and relationship-building.
Delivered by Practitioners: This training isn’t led by trainers with a slide deck - it’s led by people who sell, write, and win bids every day.
The result? Bid writers who not only understand what makes a bid successful - but also what makes a buyer say yes.
Your bid must reflect more than compliance - it needs to show buyers that you get them. This section of the training teaches bid writers how to deeply understand clients, uncover real motivations, and build more aligned, confident responses.
Client Insight: Uncover buyer goals, strategic challenges, and decision drivers.
Analytical Tools: Use SWOT, PESTLE, and Porter's Five Forces to map client context.
Strategic Examples: Learn from real case studies and examples, to understand shifting client expectations.
What this means: Better alignment, stronger messaging, and bid content that speaks to what buyers actually care about.
2. Create and Communicate Tangible Value
Successful bids go beyond what you do - they focus on what the client gains. We help bid writers move from listing features to demonstrating value that’s measurable, relevant, and irresistible.
Quantified Benefits: Clearly express ROI, cost reductions, and time saved.
Targeted Value Propositions: Address the buyer’s pain points with tailored solutions.
Outcome-Led Writing: Focus on the impact of your offer - not just the process.
3. Build Trust, Insight & Authority Before You Even Bid
Your reputation and insight matter before your bid is even read. This part of the training helps bid writers understand how to build credibility and demonstrate thought leadership - without sounding generic.
Reputation in Bids: Buyers favour suppliers they trust. Learn how to showcase this effectively.
Thought Leadership: We know buyers choose suppliers who demonstrate knowledge of timely issues. It's expertise!
Trend Awareness: Equip yourself with tools to track and reflect current market and regulatory changes in your responses.
Result: A bid that reads like it was written by a partner - not a stranger.
4. Sell Your Story: Win Themes, Persuasion & Authenticity
This is where everything comes together. The best bid writers aren’t just clear - they’re compelling. We show you how to structure powerful win themes, tell your story visually and verbally, and write with the confidence that convinces buyers to say yes.
Win Themes: Create focused, buyer-centric narratives that clearly show “why you.”
Visual Storytelling: Structure your content in a way that grabs and guides attention.
Authentic Sales Energy: Show genuine belief in your solution - because buyers notice.
Persuasive Language: Use language that triggers emotion and action, not just logic.
Why it works: Great sales content isn’t pushy - it’s purposeful. It connects, inspires, and differentiates. It's good because you really know the buyer, the sector and the issues! This requires a process.
Book a Free Consultation or Access Free Resources Today
Ready to strengthen your sales mindset as a bid writer? Our Sales Training for Bid Writers helps you:
Win More Bids by writing with insight and impact
Develop as a Professional by integrating sales into your CPD
Improve Relationships by better understanding and connecting with buyers
Boost Team Performance with consistent, persuasive messaging
Let’s work together to transform how your team thinks - and writes - about sales in bidding.
Frequently Asked Questions – Sales Training for Bid Writers
How is this bid writer sales training delivered?
Our training is fully bespoke and delivered exclusively for your team. We don’t run public courses with mixed groups. This ensures every exercise, discussion, and example relates directly to your industry, your bid challenges, and the types of opportunities you respond to. We deliver sessions ranging from 1-to-1 coaching for individual bid writers through to team workshops of up to 10 delegates.
Where does the training take place?
We’re flexible. Training can be delivered on-site at your offices, virtually via Zoom or Teams, or at one of our preferred venues in London, Manchester, Birmingham, Newcastle, or Edinburgh. All venues are centrally located and fully equipped for interactive sessions.
How long is the training?
We offer a range of formats to suit your needs, including:
Half-day sessions (approx. 3 hours)
Full-day workshops (typically 9:30am–4:00pm)
Two-day masterclasses for more in-depth skill development and bid strategy work
We’ll help you choose the best format based on your objectives, time constraints, and team availability.
Does online training work well for this course?
Yes. We’ve delivered this training online to bid teams across the UK with great results. Our virtual sessions are interactive and engaging, using polls, breakout rooms, and practical exercises to keep content lively and collaborative - even remotely.
Is the content customised to our industry and bids?
Absolutely. That’s core to our approach. We meet with you in advance to understand your organisation, your bid processes, and what your buyers expect. This insight shapes every part of the course - from the language used to the case studies and bid examples we explore.
How many people can join a session?
We recommend groups of up to 10 for the best balance of engagement, interaction, and personalised attention. We also deliver highly focused 1-to-1 coaching for individual bid writers or managers looking to sharpen their sales mindset and bid strategy.
What’s included in the training cost?
All preparation, content customisation, delivery, digital or printed resources, and post-course support are included in the cost. For in-person sessions at a hired venue, refreshments and lunch are also provided.
Do you offer follow-up support?
Yes. Our support doesn’t end when the session finishes. We can provide follow-up coaching, review your next live bid, and share additional tools to help embed the training. Many clients continue with monthly or quarterly sessions as part of a longer-term bid development programme.
Can the training address specific challenges we’re facing?
Definitely. Whether you're struggling with persuasive writing, win themes, differentiating your solutions, or connecting with buyers earlier in the sales process, we’ll tailor the training to focus on your most pressing issues.
How do we know if the training has worked?
We agree success measures with you before delivery - these could include improved win rates, clearer win themes, more buyer-focused proposals, or stronger post-bid feedback. We also support you in tracking and reviewing these results after the training.
Do you offer a longer-term bid development programme?
Yes. While many clients begin with a single session, we also offer structured bid development programmes. These are ideal for embedding a stronger sales mindset across your team over time, forming part of our wider Sales Mentor approach.
Who delivers the training?
Our training is delivered by experienced bid and sales practitioners - not classroom trainers. You’ll work with professionals who understand bidding inside out and bring real-world sales experience into every session.
How do we get started?
Just get in touch. We’ll have an initial call to understand your team’s needs, bid challenges, and goals. From there, we’ll build a tailored proposal and agree on the best format and schedule for your training.
Do you offer sales or bid writing services? Yes. At the heart of Thornton & Lowe is our bid writing services team. Many of our clients also use our wider marketing and sales consultancy services.
We’ve delivered sales training to thousands of professionals across the UK, from first-time bid writers to senior sales specialists. While our core clients are SMEs, our reach spans sectors including construction, housing, healthcare, charities, tech, and government.
Some of the organisations we’ve worked with include:
Construction & Engineering: Balfour Beatty, Kier, and Walker Construction
Professional Services & Tech: Cap Gemini, Siemens, and GAP Hire Solutions
Charity & Housing: British Red Cross, Clarion Housing, and YMCA Bedfordshire
Healthcare & NHS Trusts: Mersey Care NHS Foundation Trust and East London NHS Trust
Education & Public Sector: Leeds City College, Merseyside Police, and Hammersmith & Fulham Council
Whether in construction, care, or consultancy, we tailor each session to the real-world challenges your team faces.
Sales training (3 core courses from prospecting, conversions and account management), plus sales training for bid writers, as well as our core bid writing courses!
