Proposal strategy
The proposal strategy tab is where you define the winning strategy for the proposal. Use the workflow here to gain a deep understanding of your client, their needs and contacts, conduct a competitor analysis so you know how you stack up against and can stand out for other bidders, and define the differentiating factors that will help your organisation win the work.
Client performance analysis
The data in the client performance analysis section comes from the key performance indicators (KPIs) on the client record.
In order to create a winning proposal that not only addresses the client's needs but also showcases your expertise, it's crucial to evaluate the client's performance. Here's why:
Defining Key Performance Indicators (KPIs)
KPIs are measurable metrics that are used to evaluate the success of a particular goal or objective. Before you can analyse the client's performance, you need to first define the KPIs. These KPIs can vary depending on the client's industry and business goals. For example, a KPI for a marketing agency might be the number of leads generated, while a KPI for a retail store might be sales revenue.
Measuring Client Performance Against KPIs
Once you have identified the KPIs, you can begin to measure the client's performance against these metrics. This analysis can provide valuable insights into the client's current standing and where there is room for improvement. By understanding the client's strengths and weaknesses, you can create a proposal that addresses their specific pain points and offers a solution that aligns with their business goals.
For example, if the client's KPI is website traffic, you can use tools such as Google Analytics to analyse their website traffic and identify areas for improvement. This might include improving the website's search engine optimisation (SEO) or creating more engaging content that encourages visitors to stay on the site longer.
Using Performance Analysis to Create a Winning Proposal
By taking the time to analyse the client's performance, you can create a proposal that is tailored to their specific needs and goals. This level of personalisation can be the difference between winning and losing a client. By showcasing your expertise and offering a solution that aligns with their business goals, you are demonstrating your value as a partner and increasing the likelihood of securing their business.
Create a new client KPI directly in the proposal by clicking the +Add button below the existing KPIs.
Enter the name of the KPI, the units being measured, the year the KPI relates to, the target KPI, and actual results. Use the dropdown menu to select a rating of met, exceeded or not met. Save the KPI. Any KPIs created in the proposals module will automatically be added to the client record.
Needs analysis
To ensure a successful client proposal, conducting a needs analysis is vital in understanding the client's challenges and needs thoroughly.
Change Drivers
Identify the change drivers that influence the organization, be it internal or external. Understanding these drivers, such as industry trends, competition, or leadership changes, helps tailor the proposal to address immediate needs and establish ourselves as a strategic partner in navigating transformations.
Strategic Options
Recognize the client's strategic objectives, whether it's market expansion, revenue growth, or operational streamlining. Aligning the proposal with these goals showcases how you can contribute to their success and solidifies your position as a valuable partner.
Theory of Change
Develop a theory of change, outlining the relationship between the client's current situation and desired outcomes. This guides the proposal's structure, persuasively demonstrating how your solutions directly address their challenges and produce desired results.
Challenges
Identify the client's specific challenges, whether it's resource limitations, outdated technology, or market adaptability issues. Tailor your solutions to directly address these pain points, showcasing your understanding and expertise as a strategic partner.
Our Solution
A needs analysis is the foundation of a winning client proposal. By aligning with change drivers, understanding strategic objectives, developing a theory of change, and addressing challenges, you create a solution that precisely meets the client's needs and positions you as the ideal partner. A well-researched proposal, born from a thorough needs analysis, increases your chances of success and helps your clients achieve their objectives.
Key contacts
When crafting a client proposal, remember it's not just the primary contact reviewing it, but other stakeholders too. A solid stakeholder management plan ensures you address everyone's needs and concerns.
Click on the +Add button below the key contacts matrix to add a new contact to the proposal.
Identify the Contact
Select the contact from the dropdown list. If the contact does not already exist in advaise.app, type their full name then click on + Create. This will create a basic contact. Don't forget to go to the contacts module later and complete the contact details.
Assess Their Level of Influence
Determine the influence level of each stakeholder. Prioritise efforts to address the needs of the most influential stakeholders.
Understand the Buyer Roles
Know the role of each stakeholder in the process - advisor, budget holder, end-user, executive sponsor, or legal and compliance owner. Tailor your proposal to their specific concerns.
Assign a Relationship Owner
Appoint a relationship owner to manage stakeholders effectively. This person will be responsible for maintaining communication with stakeholders, keeping them informed, and managing their expectations. They will also be responsible for addressing any concerns or issues that arise, and ensuring that stakeholders remain engaged and supportive throughout the project.
Develop the Stakeholder Management Plan
Customize your approach for each stakeholder by identifying their primary and secondary drivers, assessing their attitude towards your proposal, and understanding their level of influence.
Defining your stakeholder management plan is critical for a successful client proposal. Tailor your proposal to the specific needs and concerns of each stakeholder to increase its acceptance and overall success.
Competitor analysis
When crafting a client proposal, it's not just about showcasing your strengths; it's about understanding your competition too.
Click on the +Add button at the bottom of the competitor analysis section to conduct a new competitor analysis.
Identify Your Competitors
Know your direct and indirect competitors to assess your market position. Analyzing their strengths and weaknesses is key to staying competitive.
Add Notes on Your Competitor
Compare your strengths and weaknesses to your competitors. You can use this information to highlight your unique selling points and to position your solution as the best in the market. When creating your client proposal, you can reference this information to show your potential clients why your solution is superior to that of your competitor.
Benchmark Competitors
Evaluate your competitor on these factors:
- Commercials: Check their advertising and marketing impact. Do they have a larger budget than you? Do they have more exposure?
- Partnerships: Assess if your competitors have partnerships or alliances with other companies or organizations that may give them an edge in the market.
- Price: Compare pricing strategies. Are they more expensive or cheaper than you? How do they justify their pricing?
- References: Review customer satisfaction and testimonials. Do they have more satisfied customers than you? Are their references more credible?
- Relationships: Look at your competitor's relationship with this customer. Do they have a better rapport with this customer than you do?
- Solution: Assess the solution your competitor offers. Is it better or worse than what you offer? Do they have any unique features that you don't offer?
- Team: Look at the experience and expertise of your competitor's team. Do they have more experienced and knowledgeable employees than you?
By analyzing your competitors, you gain insights to refine your approach. Showcase why your solution outshines the competition in your client proposal. Embrace the competitive edge for proposal success!
Win strategy
When it comes to submitting a proposal to win a contract or project, it's important to have a solid strategy in place that sets you apart from the competition.
Click on the Edit button at the bottom of the section to update the win strategy for your proposal.
Summarise the Commercial Value Proposition
It's important to clearly articulate how we can provide more compelling terms and conditions than our competitors.
Describe the Partnering Approach
If you have any strategic relationships or partnerships that can add value to the client's project, be sure to highlight them. This could include relationships with suppliers, subcontractors, or other industry experts. Be sure to highlight any previous successful partnerships and how they have benefited the client.
Define the Pricing Strategy
Your pricing strategy should be competitive and based on the value that your proposed solution brings to the client. Clearly outline the costs associated with your proposed solution and how they compare to the competition.
Identify Key References
Providing key references from previous clients can go a long way in establishing your credibility and reliability. Choose references that are relevant to the client's industry or project and have a proven track record of success.
Outline Strategic Relationships
Outline how we can better engage with the key stakeholders than our competitors.
6.Summarise the Winning Solution
Your proposal should clearly outline the solution you are proposing and we can leverage our proprietary assets and differentiated skills to bring the best solution. Make sure that the solution is innovative, feasible, and aligns with the client's goals and objectives.
Identify Key Staff
The client wants to know who will be working on their project and what experience and expertise they bring to the table. Highlight key staff members who will be involved in the project and how their skills and experience make them uniquely qualified for the job.
Find Other Ways to Stand Out
Finally, consider other ways to differentiate your proposal from the competition. This could include showcasing any awards or recognitions that your company has received, highlighting your commitment to sustainability or corporate social responsibility, or providing a creative and visually appealing proposal design.
By incorporating these key elements into your proposal, you can develop a winning strategy that sets you apart from the competition and positions you for success.
Now that you have completed the proposal strategy, it's time to develop the solution.