Online Proposal Training

How to Write Persuasive Sales Proposals

How to Write Persuasive Proposals

How to Write Persuasive Proposals is a full day, online proposal training class. It is designed primarily for businesses that write proposals in response to commercial RFPs and RFPs issued by state and local governments.

The primary theme

Responding to an RFP is not a writing project, it’s a sales process–and it needs to be treated that way. Therefore, the proposals we write cannot just be information-laden documentaries about us. To be effective, our proposals have to be customer-focused, persuasive, compelling, and they have to differentiate our solution from competing solutions.

What students take away

Students who participate in this class will learn how to write persuasive content that is targeted to the needs of each buyer. They’ll also learn how to differentiate your solution from the solutions your competitors are proposing. Ultimately, students learn how to write effective and compelling proposals that will help you to win more of the RFPs you pursue.

Upcoming classes

  • April 11, 9a to 4:30p
  • May 15, 9a to 4:30p

* Eastern time zone

Register or Learn More

Please scroll to the bottom of this page to register or to learn more.

    The online training class is organized into four major sections.  

    1. Evaluating your proposals and a review of best practices

    Prior to the class, we ask students to spend an hour using a “proposal report card” to evaluate one of their recent proposals against a series of best practices. This assignment encourages students to begin thinking about industry best practices within the context of the proposals they write.

    At the beginning of class, we discuss their findings. Based on experience, this step improves adoption of proposal best practices because it gives students the opportunity to conclude, on their own, that some of their existing practices could be improved.

    2. Understanding persuasion

    Writing a proposal is not a writing project, it’s a sales process, and it needs to be treated like one. Therefore, the proposals we write must be persuasive and compelling. This part of the proposal training class teaches students the fundamental concepts that underlie persuasive communication, the different kinds of evidence that can be used to support your persuasive arguments, and more. Ultimately, this segment of the class teaches students how to think persuasively so, later, they’re better prepared to write persuasively. 

    3. Proposal strategy

    Before a writer begins writing, it’s important to figure out what to say. This portion of the online training program teaches students to analyze the opportunity, the RFP, and the customer’s needs. Then students are taught the process for configuring their own customer-focused sales message, all before they begin drafting proposal content.

    4. Writing your proposal

    This section of the online training, which consumes about half the day, teaches students how to draft the various sections of a proposal, including the cover letter, executive introduction, customer references, employee resumes, answers to questions, company histories, and more. Students learn how to write all of this proposal content persuasively, in a way that is entirely customer-focused, and in a manner that differentiates their company from competing vendors.

    What’s included

    Everyone who attends the online training program receives two tools, a Proposal Report Card tool and a class workbook.

    The proposal report card

    The Proposal Report Card is a handy tool that gives students an easy way to quickly evaluate the effectiveness of their proposals. We use it as a pre-class homework assignment, but it’s something students can continue to use to reinforce best practices even after the class is over.

    Class workbook

    Each student also receives a comprehensive workbook. The workbook includes all of the relevant slides that are discussed in the proposal training class, along with numerous explanations and proposal examples. These examples make it easy for students to review class material and see how it is applied–even weeks or months after the class is completed.


    The class is delivered in a web-based format using the GoToMeeting service. This service allows students to dial in to the program, both video and audio, via their computers.

    Each class includes both a morning and afternoon session.

    • Morning session is from 9a to 12 noon. A short, midmorning break is included.
    • A lunch break is scheduled from 12 noon to 1p.m. 
    • The afternoon session goes from 1p to 4:30 p. A short, mid-afternoon break is included.

    We keep all classe sizes small–typically no more than about five students. This relatively small size encourages dialogue while minimizing the confusion and unruliness that can sometimes occur with larger, web-based meetings.

    After registering for the class, the instructor will contact you to ask a few questions about your circumstances, what you are looking to get out of the class, etc. While an open enrollment class cannot be customized for each student, we do our best to address the specific issues you face during the course of class.


    The fee for the class is $279 US per student. Once you register for a class, we will send you an electronic invoice and arrange for payment.

    One of the better presentations I’ve been too-good job!

    The proposal training class was excellent! Dave really provided some extremely useful information, tips, and suggestions… It will completely shift the way we do things in the future. I would recommend the class to anyone that has to write business proposals.

    The speaker’s easy going style and his breadth of knowledge about sales and RFPs made this one of the single most effective training I’ve received in this area…

    How can we help you?

    Please use the contact form or one of the other options here to inquire about our proposal training program.

    Someone will respond as quickly as possible.


    Phone: 513-598-4647

    The Seibert Group
    P.O. Box 11053
    Cincinnati, OH 45211

    Contact Form

    April 11May 15

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