Best Practice, Pragmatically Applied

Sarah Hinchliffe, presenting at the APMP Conference 2017

Creating a winning document is like choreographing a performance; it should be structured yet creative, with discipline and commitment. Helping companies to have more winning performances drove me to establish

i4, based on a lifetime of sales experience combined with an affinity for bidding and writing. During this time, I have choreographed winning campaigns and bids in the public sector (I am security cleared), the third sector and the private sector. I believe that...

  • successful selling relies not only on great salespeople but also on great supporting functions
  • the value of the sales team working in harmony with the supporting functions cannot be underestimated
  • bidding is a key supporting function - get a good salesperson who works well with a strong bid team and you will get better results
  • excellent bidding relies on skilled, knowledgeable and committed people working with structured processes.

I am a Master of the Institute of Sales Management (ISM) and qualified to Professional level in the Association of Proposal Management Professionals (APMP) accreditation scheme. I am a certified Shipley trainer and consultant.


When the going gets tough, I have a network of trusted colleagues who can support me.

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The Government Commitment to SMEs

The UK government aspires to procure 33% of its goods and services from small and medium-sized enterprises (SMEs). 

Sounds good, but it can be daunting for those new to public sector bidding, who do not understand procurement rules and fear the red tape. 

If you need help, contact

Contact Us

Please contact us on the following phone number with any questions or to make an appointment:

+44 (0) 7854 051979

Please also use our contact form.


Click on Winning Performances to see what success looks like at i4.

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