Hi - I'm an adjunct professor of management at a large institution and have been asked to submit a proposal for a training seminar on "Change Management" at a HUGE local employer. 

At my previous employer, I was an internal trainer, so I don't doubt my ability to conduct the training. I have, however, never put together a professional proposal package. I'm about to start the Google-ing process, but was hoping for some help.

What should the proposal include? Do I detail the training or just give an overview of how I would break down the day? 

For cost --- I'm torn. I'm new to the "external trainer" world, but I AM an experienced trainer and instructor. I'd like to be low-cost enough to get my foot in the door, but don't want to underestimate myself. This company has a huge training budget, but I'm not sure where to price myself.

Help is SO appreciated!


Thank you,


sfinkelstein's picture


Actually Googling  was very useful to me when I was doing a similar task.   It was helpful to know what other proposals looked like, even if I didn't decide to use exactly the same format or content.    It also helped to look not only at Training proposals, but other Professional Services proposals and statements of work (SOW).    I just took the sections I thought were appropriate to build my own template.

I decided to have four sections:

1. Overview - this page was like the Executive Summary, describing the original request and the high level outline of the program you're proposing.

2. General Information - this section has 3 parts:

2a. Objectives - description of the objectives for the training, why does the customer want to create this training, what business and training goals does the customer want to meet.

2b. Audience - description of the proposed audience for the training, including background and learning needs.

2c. Additional Requirements - description of any other requirements that the training program must satisfy, such as language, geography, online/offline content, delivery type (classroom, webinar, workshop, etc), any pre-requisites.

3. Program Outline - this is where the actual description of the program would go, format can be a course agenda with timings if training is typical instructor-led delivery over several hours/days, or section can be broken into multiple parts for a larger program or if other delivery formats are involved.

4. Trainer Information - short bio of the trainer, highlighting relevant knowledge and credentials.


Good luck with your proposal!



GlennR's picture

First, consider framing your proposal in such a way as it identifies a problem, then shows how your training resources will solve it. You don't necessarily have to be blunt, but you can infer it.

Second, are you a member of  a professional training organization such as ASTD here in the US? If so, they may have a consultants Special Interest Group (SIG). They can help you with pricing.

tmliz's picture

Thanks so much! I've started work on it. Would you include pricing in the Program Outline section or additional requirements? 

sfinkelstein's picture

I would actually suggest pricing be in a separate document such as a quote or invoice.     That document should then reference the proposal for the program description.

There are a few advantages to this both for you and the customer:

  • Allows the customer to share the program information with their whole team, including those that really don't need to know (or they don't want to know) the pricing.
  • Allows you to include terms&conditions (eg who owns copyright of materials, who can cancel and how much notice, refund policy) and disclaimers to your quote.
  • Allows you to provide pricing options and potentially "negotiate" the pricing - eg discounts for multiple deliveries, etc.

Depending on how much money is involved, you might want to consider having a lawyer review the terms&conditions/disclaimers to ensure you've covered potential pitfalls.

Hope this helps!



tmliz's picture

 Great suggestion. I have included it as the last page of the proposal - easily removed before circulation. Can't tell you all how much I appreciate your input - this has been a process. I'll let you know if I get the contract!