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Winning hearts and minds: The logical and emotional sides of winning
In the high-stakes world of bidding, the battle is often won or lost in the minds of the buyers long before the RFP is issued.
While the logical aspects of a proposal – compliance and completeness – are scrutinised under the microscope of evaluation criteria, it's the emotional connection that often tips the scales towards one bidder over another.
The logical labyrinth:
As deadlines loom and the pressure mounts, teams naturally shift into task mode, focusing on the logical side of the equation. Answering questions, meeting the requirements, iterating drafts, and finalising submissions become the all-consuming priorities. But is this singular focus on logic enough?
Consider the simple act of buying a cup of coffee. It's rarely a decision based purely on price. Personal preferences, brand loyalty, trusted chain or local owner, the appearance of the exterior, and even the ambiance of the coffee shop play significant roles. These emotional factors are no less influential in the more formal procurement process. They just hide behind technical specifications, terms and conditions, requirements and questions.
The rules of the game and
the room for subjectivity:
Procurement rules and evaluation criteria are designed to make the decision process prescriptive, to quantify the qualitative, and to justify the decision. Yet, when it comes down to it, the difference between a score of nine and seven is often a matter of interpretation – the space where subjectivity and emotion reside.
In UK defense bids, for example, evaluators often express a level of confidence in the respondent's answer, opening the door to subjectivity. If we accept that subjectivity is an inherent part of even the strictest procurement processes, then we must acknowledge that the emotional side of the buyer's brain is not given its due weight.
Winning hearts early in the capture process:
Our 'Buyers guide to bidding' survey revealed that around 40% of buyers had a clear idea of who they expect to win before the competitive process begins.
Successful bidders are those who have already engaged the buyer, forming that emotional decision in their minds. It's the 'hearts and minds' decision where the buyer has developed a preference for you, your product, or services.
The emotional edge:
If you're not winning over the buyer's heart early, you risk being the one scoring seven out of ten for an answer that's not much different from your competitor's equivalent that gets a nine. The key is to integrate emotional appeal into the capture process, to ensure that when the logical evaluation takes place, the emotional groundwork has already been laid.
While the logical elements of a bid are essential, they must be complemented by an emotional narrative that resonates with the buyer. It's a delicate balance, but one that can make all the difference to winning.
To find out more about the key skills and tools necessary to develop powerful, compelling proposals contact our experts on 0800 009 6800 or email us at This email address is being protected from spambots. You need JavaScript enabled to view it.
