Pitching for new business? Here’s how to create proposals that really work
How to create winning tenders and proposals
Company research – A wealth of information
Before even thinking of pitching for new business, a good proposal writer will always do research into the prospective client. Visit the company’s website and look at the style in which the web copy is written.
If the style is more formal, you would need to adapt your writing style to meet their standard. If the client is consumer driven then you would get a clear indication from the way they communicate with their target audience.
If the company is always in the news there will be even more information that would give you an idea of the public’s perception of your client. Read as much as you can on your prospect. If the media has built a negative perception of the client’s reckless spending habits, think about how would you address this by providing them with a cost effective solution?
Competitor research – Infiltrate, innovate, impress
When you are submitting a tender document or you’re invited to pitch for a particular piece of business, you must always remember that you are not the only applicant. Rest assured that your competitors are creating similar documents and crafting similar pitches.
Use all the resources at your disposal to find out more about your competitors. Visit websites, read brochures, call their reception and ask a few questions about what they do and how they do it. Find out what the driving force behind their overall offering is. Then, better it.
Never use competitor research to slander your opposition, instead subtly address their inadequacies and NEVER mention their company’s name in your proposals. Use the information ethically but to your advantage.
3 vital questions your research should answer:
- Does your client operate in a profitable market?
If the answer is yes, it means that your client is willing to spend money for an outstanding service. If the answer is no, then you would need to adjust your offering to adapt to the client’s profile.
- Does the client operate in a highly competitive market?
If the prospective client operates in a market with many competitors, you can rest assured that they will expect the best possible service you can offer. Your job will be to uphold the client’s reputation by delivering a service to knock the competition out of the water.
- Does your prospect operate in a niche market?
If your client provides a unique service or product to a select group of people, you will need to do even more research to establish exactly what this product and service is. You need to position yourself as an expert in your field. The only way to do this successfully is to understand your prospects product offering.
Winning new business doesn’t have to be difficult. The secret to winning is simply to persuade prospective clients to choose your products and services. This course will show you how to create winning tenders and proposals. Now you can impress prospective clients and knock your competition out of the game.