The Importance of Unique

Lets just get it out!

Often a business will respond to an RFP without the luxury of time.

Most of the energy goes into producing the document, making it presentable, answering the questions in the RFP and making sure that it doesn’t overcommit the business in terms of financials or reputational risk.

Only sometimes when time permits do companies indulge in ghosting.

Ghosting? Sounds kind of spooky?

What is ghosting then? This is the process of trying to second guess how your competitors have answered the RFP and if done thoroughly can help you to adjust your bid to increase the win probability.

Simply put, if you determine that your competitor will bid the same solution as you then it may be down to price and even then it is worth thinking what level they will be able to pitch at. If your business means that your solution is likely to be different to your competitors then develop your ghosted versions of their solutions to a sufficient level to allow you to do a side by side comparison. Use any marking criteria supplied with the RFP to help make an assessment of each solution from the customers perspective.

What makes your solution unique?

Once you have understood what makes your solution unique you’d better hope it is against a key criteria for the customer, just because your solution is painted sky-blue and everyone else’s is black doesn’t lift your chances of success, in fact it may reduce them.

The Importance of Unique

The Importance of Unique

The real test is what is it about your solution that your competitors solution absolutely won’t have, they can’t copy and it should give you marks against a key assessment criteria.

Don’t leave it to chance

Once you have done all this and you are sure the uniqueness of your solution adds value, don’t just leave it for the RFP assessment team to make the connection. Tell them in your words and make sure you repeat the benefits of your solution in each section of the response in some way because remember your RFP response is likely to be broken into sections for different people to evaluate.

Imagine the power of your solution when the assessors come together with their ratings and their statement of how good your solution is because of your unique position or solution and they all agree!


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