Winning Bid Masterclass
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This could be the reason you fail…

When it comes to writing a sales pitch or proposal, the most critical thing to consider is the importance of focusing on the real needs of the client rather than yourself or your company.

The harsh reality is that they are not at all interested in how brilliant your technical solutions are or how long you’ve been in business.

In fact, the only question at the forefront of their minds is:

“So what? What’s in it for me?”

Knowing that, you must headline the key client benefits and gains. However, it’s here that your technical writers suffer with two main limitations when it comes to writing pitches and proposals:

And so they write from their technical perspective. Describing processes and systems, discussing risks and opportunities, outlining options and alternatives, but all from their in-depth technical perspective.

Problem is, the assessor probably doesn’t understand, and they are still back at square one whilst your authors are waxing lyrically about this or that technical detail.

And if by chance the assessor has the technical expertise to understand they won’t have the time to put in the required effort to work out what it all means.

A winning proposal is not about what you are going to do, but what you are going to do for them.

But technical authors tend to focus on the technical perspective not on the benefits the clients will obtain.

A winning sales pitch must address the questions at the forefront of the client’s mind:

“So what? What’s in it for me?”
“How will I benefit from that technology?”
“How will that help improve the service to my customers?”
“How will you help me deliver my business objectives?”

So, what IS in it for the client?

Benefits for your clients may come in many forms:

It’s not one size fits all.

Within each client there will be many different groups involved in the decision making process; and the answer to the, “So what? What’s in it for me?” question will be very different for each group.

So, next time you have a sales pitch or proposal to write, make sure your focus is on giving each group the answers they are looking for.

If you do that successfully, your chances of winning the business increase dramatically.