Strategic proposals ten tips for winning tenders
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Ten tips for winning tenders Stavanger, 2 February 2010
Jon Williams PPF.APMP
Managing Director
Strategic Proposals
© Strategic Proposals 2010
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From common proposal challenges…
How can we improve our win rates?
I hate writing
proposals!
Late nights, cold pizza!
Did we really say that in our
tender?
Is our bid always the
best...?
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… to strategic proposal excellence
Creative
Compelling
First-class Persuasive
WINNING!
Professional
Customer- centric
Effective
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Our expertise
Benchmarking
Live proposal
support &
interim staff
Training and
accreditation
Pre-written
content
Process &
organisation
development
Getting connected
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Working internationally, across all sectors
“I'd like to thank Strategic Proposals for
helping us to develop so rapidly and
successfully.
Their strategic guidance has been
invaluable, allowing us to embed best
practice from the outset and avoid many a
pitfall on the way.“
David Skinn
Head of Bids & Proposals
Aviva
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Scene setting
Buyers’ views of proposals
Research survey presented 20 January 2010
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“The primary means primary means primary means primary means by which information is communicated between the buying and selling organisations” Director of procurement, Director of procurement, Director of procurement, Director of procurement,
construction sectorconstruction sectorconstruction sectorconstruction sector
(One) critical component of the sales process
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“Critical”
“Critically important”
“Very important”
“Increasingly”
“Extremely important”
“Very important”
“Very important”
“V important”
“Very”
“Crucially important”
Are proposals important?
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“We evaluate
tenders solely on
the written
response”
Head of procurement, public sector
Proposals: crucial in some markets…
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“A way to cut
down the number
of potential
suppliers to a few
that can then be
assessed in
detail” Director, purchasing
consultancy
Narrowing down the field
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“A good written
proposal might
not, in itself, win
you the business
but a badly
conceived and
badly writtenbadly writtenbadly writtenbadly written one
may put you out of out of out of out of
the racethe racethe racethe race”
Director of procurement,
construction sector
Contribute to the win… ensure that you lose?
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“Huge variation… some are articulate, really have got under my skin, are really convincing – whereas others look mechanical, dull, pre-written and could have
been meant for anyone.”
Procurement director, financial services
How good are proposals?
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are so bad they have just copied their sales blurb
Head of IT Procurement, retail sector
5%
do not actually answer the questions posed, and try and shoehorn a ready made answer to almost any question
have answered the questions without the hard sell, but have woven into the bid reasons why you want to do business with that organisation
At least
15%
The best
The ugly, the bad – and the (few) very good
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“They vary from
excellent (rare) to
awful (quite common).
But most of them are
mediocre.” Chief purchasing officer,
telecoms sector
Excellence is rare: an opportunity?
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Development & benchmarking framework
Centre of Excellence –
professional staff leading
proposal & presentation effort
Focus: superbly articulate a
compelling story
End-to-end, strategic process
High quality output
No proposal support
Focus: “Get them a
document”
Inconsistent output
Salespeople tied to
office
Back-office ‘factory’
Reactive to RFP
Focus: a complete,
compliant document
Chase everything
Low quality output
AD-HOC TACTICAL STRATEGIC
Maximise win rates
Optimise costs
Reduce risk
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Tip 1 Chase the right deals
Qualify!
Is it real?
Do we want it?
Can we win
it?
Can we do
it?
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Tip 2 Prepare for success
A robust pre-proposal planning
process, or…?
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Tip 3 Tell a story
A great proposal
superbly articulates
a compelling story.
‘Why us, why not them?’
Competition Capability
Customer
Strategy
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Tip 4 Write professionally & persuasively
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Tip 5 Make life easy for evaluators
Structure
Layout
Graphics
Packaging
Formats
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Tip 6 Review proposals professionally
“
”
The scariest moment of our bid? When the customer told us we’d won!
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Tip 7 Hire & empower proposal professionals
Tenders?
Too important to be left to the salesperson!
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Tip 8 Train all of those involved
“All of those
involved in
proposal
development must
have the
necessary skills”
BJ Lownie
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Tip 9 Equip the team with the right tools
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Tip 10 Learn and improve
Client debriefs
Internal learning
Client audits
Benchmarking
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Where could you improve?
1 2 3 4 5
6 7 8 9 10
Qualification Pre-proposal
planning Strategy Writing
Design & submission
Reviews Proposal
team Training Tools Learning
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Delivering tangible benefits “Win more, win more easily”
Initial customer win rate Win rate after Strategic Proposals intervention
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As the great philosophers once said…
“The greater danger is not that our goals are too high and we miss them, but that we aim too low and reach them.”
Michelangelo
“If you are first you are first. If you are second you are nothing.”
Bill Shankly
“Common sense isn’t all that common”
Voltaire
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Questions now? And we’d love to talk further after the event!
Jon Williams
+44 (0)781 333 2294