Lifting the bid conversion rate for an industry leader

Bid-writing training for in-house writers

The client


The challenge

Overbury is the UK’s leading fit-out specialist, producing hundreds of bids each year. They wanted to improve the writing of their bid documents to improve their strike rates and win more business. The challenge for us was that bid documents contain contributions from technical specialists who are not professional writers. We had limited time to coach them on an array of writing skills and techniques.

The solution

We reviewed Overbury’s past tender documents to identify areas of weakness, recommending a focus on message development and writing skills. To improve message development, we worked with the in-house bid team to develop a structured, easy-to-follow, motivating process for bid preparation. Then we created a briefing sheet to prompt insights into the prospective client’s situation and identifying their needs which could then be used to direct the bid proposal. To consolidate this, we designed and delivered a day-long training session. It introduced the bid team to the message development process and addressed the writing issues with past bid documents.


The results

positive team feedback about the usefulness of the training along, with an uplift in bid conversions, resulted in an ongoing retainer commission to train different teams in different parts of the UK.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Client: Overbury

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

  • Twitter - White Circle
  • LinkedIn Social Icon
  • YouTube