Expert-led work-winning intelligence for the rail supply chain from RIA.

Practical knowledge and strategies for improving top and bottom-line growth.

Led by Marco Zilberstein, with 25 years of international commercial leadership across rail, infrastructure, and technology, and RIA’s Member Relations Manager and training programme lead Fiona Broomfield, participants will examine the growth strategy model, where to compete, how to compete and where to gain competitive advantage, capabilities required, legislation, process, quality, commercials, interviews and smooth handover to delivery teams. 

Who should attend

This course is ideal for:

• Business owners, business development and sales teams, bid managers.
• SMEs, national and multi-national organisations.
• Any tier of the supply chain.
• Course outcomes are aimed at the chief executive officer, managing director, strategic growth director, commercial director, business development director and sales director. 
  
  

Course highlights:

• Evaluate why you need to invest in work winning.
• Analyse clients amidst operating context.
• Dissect the key components of building trust.
• Evaluate where best to deploy work winning effort.
• How to create the opportunity to win in ‘middle game.
• The importance of client account strategies.
• Find and assess opportunities.
• Listen meaningfully with clients/prospects to understand satisfaction with you and your competitors.
• Create work winning organisation structure and responsibilities.
• Build compelling value propositions.
• Compare the key requirements of doing business in rail.
• Develop approaches to convince clients to use your firm.
• Learn about training, structures, available help and activity that could lead to winning work exporting overseas.
• Plan and execute a robust bid response programme.
• Assemble the components of a winning bid response.
• Handover smoothly to the delivery team.
  
  
  

Marco Zilberstein – Course Lead

• 25 years of international commercial leadership across rail, infrastructure, and technology, winning complex B2B contracts for clients including Network Rail, Alstom, Hitachi, CAF, Bombardier, and NEOM across Europe, Asia, and North America.
• 11 years as Business Development Director at Enotrac UK, a specialist rail electrification SME, growing the international operation across six countries with an 18-territory footprint.
• 7 out of 8 UK rolling stock tender win rate. Over £15million in contract revenue won through competitive procurement, including contracts valued up to £850k individually.
• Executive coaching certified: Dale Carnegie Instructor, Institute of Coaching Madrid, and university faculty at Universidad Camilo José Cela. Fluent in English, Italian, French, and Spanish.
  

Fiona Broomfield – Course Facilitator

• More than two decades of experience in work winning, business to business (B2B) communications, content strategy, and an award-winning writer.
• 15 years as trainer and course facilitator across rail, business communications, PR and content. 
• 12 years in the rail industry - launching multiple award-winning publications for TOCs, supporting supply chain promotion and growth through Rail Business Daily and RIA.
  
• Chartered Institute of Public Relations Accredited PR Practitioner since 2019, and NCTJ and NCE qualified Newspaper Journalist. 
  
   
  
  

Cost

• RIA Member price - £350 per person, plus VAT
• Non-member price - £450 per person, plus VAT

Location

LONDON: Railway Industry Association, Kings Buildings, 16 Smith Square, London SW1P 3HQ.

LEEDS: Railway Industry Association, 5th Floor, 2 Bond Court, Leeds LS2 2JZ.

Duration

From 2026, the course will be one-day from 10am-5pm, with lunch and refreshments included.

Capacity

The course is designed to be delivered for 12-18 people.