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Commercial Proposal Management Best Practices

Wednesday, May 28, 2014 | 3:50 PM - 4:50 PM
Chicago 10

Putting on the Client’s Hat: Compelling, Client-Focused Content Meets Page ArchitectureTM

Nancy Webb
Visual Communication Strategist,  Nancy Webb Graphic Design

Beverley Sinclair, CF APMP
President, Sinclair & Associates

This session offers tools and techniques to significantly improve the quality of both the content and the visual component of proposals and other business communications. To stand out, a proposal must be more than compliant. The more client-focused and responsive a proposal is—beyond addressing stated requirements and evaluation criteria—the more compelling it will be. We’ll discuss what should be considered during the proposal planning process, and introduce tools and techniques that can make proposals more compelling, including how to identify unstated requirements, issues, and concerns. We’ll then look at the pages themselves through the lens of Page Architecture. Understanding how a reader takes in information enables you to create pages that accommodate hard-wired predispositions and preferences. Strong page architecture also conveys competence, clarity, and polish. Using visual examples, we’ll define Page Architecture, examine typical problem areas, and discuss ways to finesse important details.



Nancy Webb
is a Visual Communication Strategist and owner of Nancy Webb Graphic Design. For 30 years she’s created identity systems, collateral, and books—and developed design directions and long-term strategies—for a wide variety of clients. Her unique blend of expertise in branding and books, and her immersion in text design, have proven ideal for designing proposals. Her passion for helping businesses improve their own visual communication fuels her enthusiastically received seminars and trainings.


Beverley Sinclair, CF APMP has been writing, editing, and managing proposals for more than 25 years, helping clients in Hong Kong, Italy, France, and Mexico—as well as in the U.S. and Canada—win new business in highly competitive environments. She has taught proposal development and other business and marketing communications courses at organizations such as the University of Ottawa and the Schulich School of Business Executive Education Centre, as well as in-house at client sites. Her company is Sinclair & Associates.

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Nancy Webb
Nancy Webb
Beverly Sinclair
Beverley Sinclair


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