Sales Writing Course

Broad-based business writing improvement with a focus on writing clear and compelling sales documents. Write more effectively, closing more deals in less time.

Available for groups as a self-paced online course, instructor-led virtual or instructor-led onsite training, and for individuals as a self-paced online course.

Course overview

Most of the modern sales cycle is written. Your first contact, proposing a solution, LinkedIn messages, follow-ups, etc. It’s all in writing. 

Several core documents are the backbone of written sales communication: prospecting emails, a document sent after a findings call that delineates your services, the follow-up email, and a close-the-deal document. 

The ability to write these requisite documents well — and an understanding of how to craft any sales document — results in more sales.

This course teaches participants to write these requisite sales documents more effectively and in less time. This means more revenue and more time for sales activity.

It also teaches the optimal process for writing any sales document that conveys your value, using clear and compelling language.

This is not a sales training course. You know how to sell. This course will enable you to sell better by writing better. 

Participants receive detailed written feedback on their writing. The course concludes with a live one-on-one coaching session to review a participant’s most important sales document for their role.

Once you finish the Sales Writing Course
you will be able to:
  • Craft documents at each important juncture in the sales process that advances the sale.
  • Understand sales writing techniques that engage a reader, highlight the value of your offer, persuade effectively, and elicit the right action for each step in the sales process.
  • Match appropriate information to reader needs.
  • Generate ideas that present your value effectively, saving time and reducing frustration.
  • Use clear, direct sentences with no meaningless sales-speak.
  • Emote a professional, competent, trustworthy tone.
Download the outline
This course outline will show you exactly how we structure our classes to help your team or you quickly become an advanced sales writer.
Individual enrollment
Individual enrollment icon
Online self-paced course available for individuals. Sign up today and start learning how to improve your sales writing.
Group enrollment
Online self-paced courses, instructor-led virtual courses, and instructor-led onsite courses can all be customized to match your company's needs. Group discounts apply.

Who is this course for?

This course is a great fit for you or your organization if:

  • You’re in charge of a sales team or division in your company and looking to improve your team's overall sales writing skills.
  • You're an individual in a sales position looking to improve your writing skills to become a more effective communicator or more qualified for a new job.
  • You work in an industry or role that involves writing any key sales document.
  • You are new to sales writing yourself.

This course is not for you if you're looking for a sales training course. You or your team knows how to sell. We will teach you how to do so more effectively through better writing.

Browse all business writing courses.


Course Certificate

After completing the course, you will earn a personalized certificate. You can display your certificate in the certification section of your LinkedIn profile, download it to print, or mention it in your résumé.

Individual written feedback and live coaching 

During the self-paced course, you will apply what you are learning in a series of writing exercises. These tasks are designed to reinforce what you are learning in that section of the course. Additionally, after submitting these sales writing exercises, you will receive detailed written feedback from your instructor.

The course concludes with a virtual one-to-one coaching session to review one of the typical sales documents you've recently written at work and identify any additional writing improvements.

Objective feedback:
  • Does the document have a clear purpose and business objective?
  • Is the document based fully on reader perspective?
  • Does the reader have all the content needed (and none that is not needed) to achieve the business objective of the document?
Subjective feedback:
  • Is your tone too blunt or too timid?
  • Are your word choices clear and strong?
  • Can you cut any unnecessary words?
  • Are there any grammar errors?

Instructor-led group feedback

Onsite training is highly interactive, with many individual, peer, and group activities. We focus on the thinking and planning work that is the foundation of sales writing, as well as sharpening syntax and removing any bloat or jargon. 

Our instructor-led virtual training is equally as engaging, with plenty of "aha!" moments and interactive group and individual exercises.

Learn more about our self-paced online, instructor-led virtual, and instructor-led onsite group trainings.

Our students’ feedback See all testimonials
My instructor was so helpful and her detailed comments about my writing exercises helped me see where my writing can have more impact.
Sales Representative


FedEx logo
This course has given me confidence and tools to use moving forward. I feel like a better business writer for sure.
Communications Coordinator


The course provides amazing guidance when it comes to proper writing.

Defense Trade Solutions

Feedback from the instructor was very helpful and highlighted some areas of my writing that I need to be more aware of and work on going forward.
Sales Representative


It is worth it to learn these skills for more efficient and effective business communication.
Supervisor of Quality Assurance and Product Manager

I feel like I gained a lot of knowledge that will help me with writing more professionally while keeping my tone and personality. The feedback from the instructor was extremely helpful.
Membership Services Coordinator


The major lesson was to understand that writing, like any other activity, needs tools and training to be performed efficiently.
Project Manager

Oregon Beverage Recycling Cooperative

Oregon Bev Rec Coop.
One of the benefits is to understand how crucial efficient business writing is. This course helped me to write effectively.

In this comprehensive writing workshop we will teach you how to:
  • Use the optimal process to write any sales document well.
  • Write in clear, direct sentences with no meaningless sales-speak.
  • Match appropriate information to reader needs.
  • Eliminate bloat and jargon.
  • Emote a professional, competent, trustworthy tone.
  • Use correct grammar and punctuation.

What is included in this course?

This sales writing course is split into several detailed sections.

An Introduction and Self-Assessment

This module outlines the necessary foundation for writing better sales content and the process. We will work with you to develop specific learning goals that you want to achieve by the end of the course.

Module 2
6 Steps to Writing Effective Business and Sales Writing

Learn the optimal business writing process that enables to you write any sales document with skill and efficiency. 

You will be able to create better structure and help your reader take the desired action with clear purpose and compelling language.

Module 3
It’s Not “Ready, Fire, Aim”

Learn to break through blocks, target a prospect well, and write most efficiently.

Module 4
Introduction and Prospecting Emails

First impressions matter. Learn how to write a compelling and effective introduction or prospecting email to a potential new client.

How to clarify your value proposition, how to hook a reader's interest, and how to write a conclusion that elicits the response you want. 

Module 5
Delineating the Offer

The first email sent after a findings call is unique and important. It’s here where you summarize and delineate your offer and benefits.

It’s also your opportunity to control how your information is shared as the sale progresses.

Learn how to best communicate at this crucial point, and see an effective example of a follow-up email.

Module 6
Follow-up Emails that Get Results

Avoid perfunctory statements. Instead, apply tactics to add value to each follow-up opportunity.

Also learn how to deliver bad news and still keep the sale.

Module 7
Visual Persuasion to Hook Your Reader

Weave in at-a-glance persuasion hooks to engage your reader and highlight the value of your offer.

Headings and sub-titles can hook your reader and highlight your value. Learn to persuade visually. 

Module 8
Formatting to Emphasize Value

In this module, we share the best techniques that allow a reader to scan your document, quickly absorbing the value of your information.

Additionally, learn how to present graphical information so it's easy to understand at a glance, and persuasive.

Module 9
Cutting Bloat from Sales Documents

Clear writing best conveys your value. Clear writing evokes trust and respect. Clear writing makes the complex easy to understand.

In this section, learn techniques to cut bloat and jargon so your sales writing is vibrant, direct, and engaging.

Module 10
Style and Tone

Hone active voice, learn reader focus techniques, use respectful and inclusive language, and project an empathic tone that assures your readers you care about them.

Present yourself as a knowledgeable and caring professional. And, write with a balanced tone that advances the sale and engenders trust with your reader. 

Module 11
Grammar Correction and Helpful Writing Tools

Identify your particular grammar and punctuation errors, and learn tactics to avoid these embarrassing mistakes.

We also provide recommended tools that will ensure your writing is correct and professional. 

Closing the Deal

It’s time to close a deal with strong writing! Putting all you learned in the course together, write an actual work document that you use to close. Techniques, deliverables, next steps are addressed. 

The course concludes with a live one-on-one video call with your instructor.

Read more

During this session, you will review one of your typical sales documents that you have written using the skills taught throughout the course.

The live coaching call acts to solidify the information learned and allows you to ask any lingering questions, so you can apply your new knowledge to all future sales writing, no matter the document.

Read Less

Full Course Outline

Key skills you will learn:

  • Ability to craft well-written documents at each important juncture in the sales process
  • Identify and correct your individual grammar errors
  • Significantly reduce time spent writing sales documents
  • Include well organized, relevant content that is sequenced to help busy readers
  • Organize and format text for easy reader scan and improve persuasion
  • Use clear, direct sentences with no meaningless sales-speak
  • Generate ideas that present your value effectively
  • Write to elicit the right action for each step in the sales process
  • Use recommended tools to improve tone, grammar, and readability
  • Project competency and professionalism in all types of documents
Feature  Includes individual feedback

This course includes award-winning instructor coaching and feedback and ongoing support.

Sales Writing Course Instructors


Katie Almeida Spencer

  • M.A. in Applied Linguistics from the University of Massachusetts Boston

  • B.A. in Journalism from the University of Rhode Island

Katie is an experienced Business Writing and English as a Second Language instructor, business writing coach, and teacher trainer. She taught Business Writing, Non-Native Writing, and Academic Writing at the University of Massachusetts Boston.

She is very skilled at evaluating both the substance and language of business documents. Her writing critiques, instruction, and coaching have received stellar evaluations from our clients at Chartis Consulting, DuPont, Shell, Southern Middlesex Opportunity Council, and the World Wildlife Fund.

She holds a B.A. in Journalism from the University of Rhode Island and an M.A. in Applied Linguistics from the University of Massachusetts Boston. 

Katie lives in Rhode Island with her husband, toddler, and very old dog. When not teaching or creating courses, she can be found doing something (anything!) outside with her little family.

Janet D'Angelo

Janet D'Angelo

  • M.Ed from the Boston-Bouve College of Human Development Professions at Northeastern University.

  • B.S. in Education from Salem State College

Janet is a business writing and marketing instructor, consultant, author, and public speaker with more than 20 years of experience working with individuals, small businesses, and corporations to develop all facets of business communication.

She writes and speaks extensively on business writing and marketing writing and has been a featured speaker at numerous business and education conferences in the U.S. and abroad.

Janet taught analytical writing, marketing writing, proposal writing, and general business writing courses at the University of Massachusetts Boston.

She enjoys gardening, yoga, hiking, and exploring the endless beauty of the New England seacoast where she lives on the South Shore of Massachusetts.


Grace Cuddy

  • Graduate courses in Composition from Pompeau Fabra University

  • ESL Teaching Certification from Canterbury Consulting

  • B.A. in International Studies and Communication from Elon University

Grace supports Instructional Solutions' online courses and also works with individuals and groups from several multinational companies across Europe as a business writing coach.

She is bilingual in English and Spanish and has traveled extensively, providing a keen sensitivity to global writing. She has a strong background in corporate communication and management and successfully developed cross-functional writing and communication processes in a large corporate team in NYC. She is also a successful blogger and has received rave reviews from her writing critiques and coaching for our work with DuPont, Liberty Mutual, SparkPost, and many other groups. 

She is bilingual in English and Spanish. She enjoys yoga, travel, and dance. She splits her time between New York City and Madrid.


Elisabeth O'Quinn

  • B.S. in Business & Economic Development from Abraham Baldwin Agricultural College

  • M.B.A. with a specialization in International Finance & Investments from the University of North Carolina

Elisabeth has a unique combination of business and business writing acumen, with extensive background in writing, editing, and content marketing management.

She has supported a variety of businesses, writing blog articles, reports, presentations, and editing business documents. She has supported many of our clients with rave reviews of her writing feedback.

Elisabeth lives in Georgia with her cat and rescue pup. In addition to writing, she loves traveling with her twin sister, learning German, and creating watercolor prints.
Lisa Nelles Image

Lisa Nelles

  • B.A. in English and Creative Writing from Waldorf University

  • M.F.A. in Creative Writing from the University of Alaska Fairbanks

Lisa is an experienced technical writer and editor specializing in process and procedure documentation. She made her mark in aviation by developing and writing technical manuals that supported successful new programs for airlines of all sizes and set new standards for manuals in the industry.

She has also taught and tutored academic and technical writing for university students in a variety of fields. She loves helping people improve their writing to improve their careers.

In her free time, she enjoys writing creatively, crafting, and outdoor adventuring with her husband and twin boys. She splits her time between Iowa and Alaska.

Terrance headshot-sq

Terrance Collins

  • B.A. In Journalism and International Business from The University of Wisconsin-Madison

Terrance has deep experience in both writing and business. He has spent much of his professional life in sales and marketing positions in technology companies, where he was always the go-to person for writing. After 15 years in sales and marketing at IBM, he spent several years working internationally for Amdahl and Lotus Development in Australia and Japan. He spent four years in Rotterdam and London as European Managing Director for Persoft, Inc., a leading networking software company.

For the past six years, he held senior editing and writing coaching positions at Huawei in Shenzhen, China, and with The Motley Fool.

He enjoys gardening, travel, and pétanque. The top entry on his bucket list is to walk a sizeable part of the Camino de Santiago in Spain and France.

Become a better sales writer

For individuals and groups.

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Sign up today and start learning how to become a better sales writer.

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