We all know how difficult it can be to differentiate ourselves from our (often very) successful competitors.
However, differentiation is critical to a winning proposal – without it, you will simply be one of the pack.
Four keys to effective differentiation are:
- focus on what your client thinks is important – not only on what you think is important
- quantify the impact of your differentiator on your client’s business
- demonstrate the impact by substantiating your claim, using relevant examples or testimonials
- ensure your value is derived from something unique in your systems or processes, not from service features or operational efficiencies.
Differentiation confers many benefits. It’s worth the effort to distil what distinguishes you and your services from a sea of alternatives.
Tender readability remains a problem for some in the 21st century. I still see submission documents that cling to a handful of really old hat tender presentation and formatting techniques. I suspect this is because some of these ‘rules’ are viewed as being more appropriate to a ‘formal’ style of document such as a tender. […]