The Top 10 Books on Bids and Proposals

Best for: Practitioners focussed on writing persuasive and compelling proposals.

Key lessons: Don't just describe your solution, show how you solve your customer's specific problem. Persuade with evidence and benefits. Use a clever in its simplicity technique to answer RFP questions for maximum scores. Write clearly and concisely avoiding fluff and filler. 

Why proposal professionals recommend it: This is one of the best, most accessible books for clear, evaluator-focussed business writing.

What readers say: “If this is the first book you read on proposal writing, let it be; if you apply all its wisdom, it could very well be all you need.”

Steven says: "Tom Sant is the daddy of persuasive proposal writing! I've had my signed copy for decades and still it sits well-thumbed and dog-eared on my desk."

Best for: Seekers of structured, step-by-step guidance on complex proposal processes.

Key lessons: Deploy comprehensive and connected processes for capture, proposal planning, and production. Achieve compliance with RFP requirements. Use win themes to create persuasive, differentiated narrative. Includes practical templates and checklists.

Why proposal professionals recommend it: With over 40,000 copies sold, it's considered the gold standard for enterprise B2B and B2G organisations.

What readers say: “It’s the handbook that every bid and proposal manager keeps on their desk. Invaluable for both beginners and experienced professionals.”

Steven says: "Whether you're bidding for the next $1B NASA programme or deploying a B2B business-winning process, this offers proven techniques with a rich heritage."

Best for: Beginners that need an accessible, practical introduction to business winning.

Key lessons: Covers the bid process from planning to writing to submission. It demystifies proposal jargon, provides tips for writing compelling proposals, managing deadlines, and working with teams.

Why proposal professionals recommend it: A straightforward and friendly read that makes key concepts easy to grasp without skipping over the essential techniques.

What readers say: “An easily digestible guide that makes proposals less intimidating!”

Steven says: "Taking its cues from APMP's Body of Knowledge the 'dummies' moniker is a bit of a misnomer because it's rich in essential industry standards and best practice guidance employed by tens of thousands proposal pros worldwide."

​

Recommended by the Association of Proposal Management Professionals.

Best for: Looking for a comprehensive overview of proposal management and strategy?

Key lessons: Emphasises the importance of win strategies, storyboarding, and cross-functional collaboration. Focusses on managing the proposal lifecycle.

Why proposal professionals recommend it: Bridges the gap between theory and real-world application delivering both strategic and practical guidance.

What readers say:  “This guide is a must-have reference for anyone serious about improving proposal success rates.”

Steven says: "SMA have managed to cleverly distil over 40 years of business winning experience into a guide that draws from their deep well of hyper-structured bidding."

Best for: Beginners who can't see the wood for the trees... and for practitioners who are already lost in the forest!

Key lessons: Practical methods to simplify and structure proposals effectively, write persuasive content, and maintain customer focus. Offers time-saving tips for newbies and veterans alike.

Why proposal professionals recommend it: It's an easy read and handy desk reference.

What readers say: “The authors clearly have many years' experience and the anecdotes add to the ease which this book can be read and the information readily digested.”

Steven says: "Jon and BJ have focussed on efficiency and effectiveness without sacrificing quality or persuasiveness. Essential reading for time-poor practitioners."

Best for: Improving overall business writing, not just bids and proposals.

Key lessons: A strong emphasis on reader-focussed writing. The power of clarity, brevity, and impact in business writing. How to structure messages and communicate complex ideas simply.

Why proposal professionals recommend it: Even beyond proposals, it improves all professional business writing, helping teams persuade clients more effectively.

What readers say: “This is a masterclass in the lost art of clear writing. Use this book to eliminate ambiguities, jargon and grandiose claims in your business writing.”

Steven says: "It's no surprise that Tom features twice on this list! He expands on key concepts found in his other books with highly-relevant examples and practical advice."

Best for: Those seeking strategic insights into winning more business through proposals.

Key lessons: Combines selling strategy, practical tips, and real-world examples for differentiating bids, understanding client psychology, and increasing win rates.

Why proposal professionals recommend it: This is one of the best, most accessible books for clear, evaluator-focussed business writing.

What readers say: “This book delivers actionable tactics that go beyond standard writing advice, focussing on the positive impact of a winning mentality bidding.”

Steven says: "The real, untapped power here is in Scott's positioning of changing mindsets to 'be more commercial' which is a skill often overlooked by proposal pros."

Best for: Creating impactful pictures to support your proposal words.

Key lessons: Demonstrates simple methods to transform text-heavy proposal prose into visuals that communicate key points clearly. Covers charts, diagrams, infographics, etc.

Why proposal professionals recommend it: Not every proposal team has a graphic artist.

What readers say: “As a non-designer and not visually inclined I can create professional, persuasive graphics in minutes using Mike's tips and techniques.”

Steven says: "Even the most graphics-allergic proposal professionals can quickly transform their words into clear, persuasive visuals that enhance proposal impact."

Best for: Seekers of a comprehensive reference for all things proposal-related.

Key lessons: Acting as both a training guide and reference book, it covers the spectrum of proposal knowledge, including roles, writing, management, capture, graphics, etc.

Why proposal professionals recommend it: Considered a useful point of reference for both new and experienced bid and proposal professionals.

What readers say: “The book covers in detail all the elements that a company needs to establish and staff a successful proposal organisation.”

Steven says: "Chris has compiled a comprehensive resource for sellers and bidders in both the private and public sectors applicable to beginners and executives alike."

Best for: Understanding international bidding standards and winning strategies.

Key lessons: Packed with practical examples from real-world engagements. Covers compliance, strategy, risk management, and effective presentation.

Why proposal professionals recommend it: Useful for corporate and government proposal professionals with a strong focus on winning through proven best practices

What readers say: “It helps evaluate bidding opportunities, explains what to do and what not to do in preparing a bid, and discusses how to make a compelling presentation.”

Steven says: "Practical, instructive and grounded in real bidding experience, it's refreshing to see the focus on 'how' not 'what' and that sets this book apart in its field."

​

Recommended by the Institute of Directors.