A recent interaction with a seasoned solution architect during one of our writing courses brought to light a common oversight in proposal contributions - the focus on features over benefits.
When discussing the 'so what?' challenge during the course, this highly experienced proposal contributor had a light bulb moment. He realised that over the last 30 years he'd not been describing the real value of what his solutions were providing.

Features versus benefits

While features often catch the eye, it's the benefits that capture the heart and mind of the evaluator. In the competitive bidding environment, it's not enough to list the attributes of your solution; you must make the customer see beyond the feature to the benefit it will bring them.

The 'So What?' challenge

The 'so what?' challenge is a simple yet powerful technique to ensure you're communicating benefits, not just features. By repeatedly asking 'so what?' after each statement, you push deeper into the value your solution will offer to the customer. For example:

"Does Strategic Proposals provide training courses?"
"Yes, we cover all aspects of the work-winning cycle, from capture to bid to proposal to pitch."

"So what?"

 "This will improve the winning skills of your teams."

"So what?"
"Ultimately, we help you win more work by enhancing your team's capabilities across the bid lifecycle."


Evidence that speaks volumes

 Backing up your benefits with evidence adds credibility. Following on from our example, you could add the icing to the cake by saying "For example, we helped a professional services company double their win rates over 12 months by training and coaching their teams."

Understanding the distinction between features and benefits, and effectively communicating the latter, can significantly impact your proposal's persuasiveness and ultimately it's success. By employing the 'so what?' challenge, you'll ensure that your proposal resonates with the evaluators on a deeper level, showcasing the tangible advantages of your solution. 

For more insights on crafting winning proposals and to learn about our training services that can elevate your team's skills, visit winning bid and training services. Let us help you transform your proposal contributions from feature-focused to benefit-driven and winning narratives.


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.