Explain Yourself

Too often I see references in a proposal about similar customers an organisation has worked with, but with no real explanation given. It is almost as though a customer is supposed to be impressed that you have worked with a competitor (when it might have the opposite effect).

Boastful Statements

The fact that we have a portfolio of work is great, but where is the value for the prospect? These are simply boastful statements which in reality is a waste of words. We can share our experience and expertise in different ways but saying any of the following is generally not helpful:

• number of years in business
• who we know
• who we have worked with
• projects involved with

These are all great ways to show our experience, but not as stand alone statements because they offer no value. Is a customer supposed to be impressed, purely by name dropping? Would you be impressed or would you prefer more detail?

Value First

Instead of listing previous contracts, explain in more detail how:

• you provided a solution to their problem
• worked well to time and budget
• provided value to the team
• increased revenue
• the similarities in projects and how you are more experienced and the best company for the job (even mention lessons learned to show further value)
• how your organisation values align with theirs
• what would make you a valued partner to the business

We never want the prospect to do more work than they have too. They shouldn't have to think about what we mean, the value we demonstrate as a business should be clear.

Solution Driven

Pitch vs Proposal

A proposal document is usually sent ahead of a pitch/presentation. This will be a detailed business proposal which will give the prospect all of the detail necessary about your organisation and offer. Whereas a pitch should be delivered face:face, this is essentially the "convincer" - you will be discussing your offer and persuading the prospect why you are the best option for their requirements.

The Pitch is best delivered in a pictorial format, it allows you cover similar content in the proposal but more informally, allowing different team members to show their experience. Providing more freedom to ad-lib and speak freely whereas with a uniformed slide deck it can come across as a bit too scripted - and boring. You want to be memorable and stand out, the prospect doesn't want another boring presentation.

Remember: "People buy from People."

Stand Out

Always aim to do what 99% of people aren't doing. My own ethos where winning bids and business in general is just this, to go over and above with everything. It's the same with every opportunity in life, we won't attain what we seek through a lack lustre approach of minimal effort or with the attitude "but we've always done it this way", because my question then will be "but did it work?"!

Path to Success

When we are looking at an RFP ask yourself a few questions, instead of just thinking "that'll do". Is this the best answer we can give? And if not, why not? Would you be impressed with the proposal to be sent if you were to read it amongst, maybe another 20-30 on the same topic? What makes it stand out against your competitors? What are you doing better or different? This is the bare minimum you should be providing.

Business Ready

I've said it before but "business improvement comes before contract wins" - the reason proposal responses are often not good enough is because the business doesn't have the information available. And again this is why we develop a solid Bid Library as we learn from failed opportunities in order to improve for the future.

Deep Work

A business needs to think more deeply about the information a future customer is going to expect from them. This can then be interwoven within not only policies and official documentation, but essentially through the branding and marketing response, so they understand who you are, well before entering into contract negotiations. This gives you a warm lead from the start which results in fewer meetings, a shorter pipeline and greater business efficiency overall.

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