1. Start with your value proposition
What is a value proposition in tenders?
Value propositions in tenders explain the value that the prospective client will gain by choosing your organisation. They are a crucial part of your tender response. It’s vital that you shout out your value proposition throughout your tender submission or proposal response.
Research by rogenSi a few years ago found that the reasons why a person buys from a business or chooses not to buy are very clear. The research was backed up by similar research by HP.
If your tender or your proposal doesn’t have a clear, strong value proposition, it is much more likely to be unsuccessful.
What do successful value propositions in tender responses include?
Your prospective client wants to read about any or all of the following:
- A good rate of return (value for money)
- Improved financial performance (savings of money)
- Operational efficiency (savings of time and money)
- Reliability for mission-critical systems (minimal risk)
2. How can you emphasise your value proposition in your tender responses?
Research by the University of Minnesota found that if you add a graphic to text, it increases persuasiveness by 47%. So, adding an image or an infographic to your value proposition will make it even more powerful.
Examples of graphics include:
- A professionally designed cover for your tender
- Organisation charts, illustrating your organisation or the account management team
- Flow chart to illustrate your methodology
- Bar charts to show the savings that the prospect will gain by using your product or service compared to the industry average or their current performance
- Photos of your people, facilities and products
- Photos of awards won
- Thumbnails of certifications, insurance certificates of currency, industry memberships
- Your clients’ logos
- Short client testimonials in pull out boxes
- Coloured headings and subheadings in tables and paragraphs
- Screen shots of IT solutions such as a dashboard
Give evidence for all your statements about your organisation
For example, whether for your business or your team, include:
- Case studies – these are super important!
- Map for your locations
- Testimonials and quotes from happy clients – these can be just a single sentence
- NPS score or survey results
- Business awards won
- Positive media coverage
- Accreditations and compliance ratings, e.g. ISO certifications
Don’t use vague statements, such as:
- Best of breed
- Best in class
- Enterprise class
- Cutting edge
- State of the art
- Next gen
- Cost efficient
- Game changer
These terms sound trite. They’ll only make your tender or proposal read like poor marketing copy.
Instead, if you’re selling a service, clearly emphasise:
- How you will do it
- Who will manage the work
- Who will do the work
- Any special equipment or skills that are needed
If you’ve got more questions about how tender writing and proposal responses can grow your business, feel free to contact Proof Communications at 02 8036 5532 or complete our form.