Sales Training RFP Template

State who you are, the size and structure of the commercial team, the sales motion (inbound, outbound, field, channel), the average deal value and cycle length, and what has changed to trigger this procurement. Suppliers who understand the trigger write better proposals; vague context produces generic responses.

Name one or two commercial metrics the programme must move — win rate on qualified opportunities, average contract value, ramp time, renewal rate — with current baselines and target ranges. Add behavioural measures if you score calls. Ask each supplier to state explicitly which measures they are prepared to be judged on.

Specify population and cohorts by role and seniority, geography and delivery locations, delivery format (on-site, virtual, blended), the curriculum areas required, whether manager enablement is in scope, the reinforcement period expected, materials and IP handover, and any accessibility or language requirements.

Ask each supplier: who will personally deliver, and what have they sold? What proportion of content is bespoke versus licensed? What diagnostic work precedes design, and what access do you need? How is manager reinforcement handled? What happens in months two and three? Describe two engagements including one that underperformed and why. Provide two references with comparable team size and sales motion. Confirm insurance, data handling and subcontracting arrangements.

Require an itemised fixed-fee breakdown: diagnostic and design, delivery days, materials, manager track, reinforcement, travel. Require the cost of an additional cohort. Require payment milestones tied to delivery. Explicitly disallow undisclosed per-head uplifts, and ask for a multi-year schedule if the programme is phased.

Score each supplier out of five on: relevance of delivery experience (weight 20%), quality and specificity of the proposed design (20%), manager enablement and reinforcement (15%), measurement approach (15%), references and evidence (10%), commercial value (15%), and cultural fit with your team (5%). Publish the weightings in the RFP — suppliers respond better when they know what matters, and the process is easier to defend internally.

Give issue date, clarification deadline, submission deadline, presentation window, decision date and intended start date. Keep the whole cycle inside six weeks; longer processes lose good suppliers and delay the revenue impact you are buying.

Teams that want a skills baseline before writing Section 2 usually start with our sales skills assessment, which produces a gap analysis that maps directly onto requirements. To model the business case for Section 2, use the sales training ROI calculator. For guidance on comparing responses, see how to evaluate sales training providers.

Send us your draft specification and we will respond in the format you need, or tell you honestly if the scope should be smaller. Book a Strategy Call .