In the competitive arena of bidding, the three Cs - Customer, Capability, and Competition - form the cornerstone of a win and proposal strategy.
But it's the first C, the Customer, that often holds the key to unlocking a winning bid. To truly understand the customer, we must delve into the three (and sometimes four) tiers of understanding. Let's test if you've unpeeled all these layers on the bid you're working on at the moment…
Tier one: The buying organisation
Not rocket science, but understanding the buying organisation is crucial. For example, we need to know their mission and values, if we're going to show them that we're a good fit for them, and vice versa. This alignment creates empathy and trust. That we're a partner who understands their ethos and goals.
Tier two: The opportunity level
Going one step further in, at an opportunity level, we need to understand the specifics of the service or project the customer wants to procure. The 'why?' and 'why now?' are amongst many critical questions that need answering. Without this understanding, our proposals might meet the requirements on paper but miss the mark on what truly matters to the customer.
Tier three: The people
Ultimately, people buy from those they know, like, and trust. Identifying the influencers, decision makers, and their needs, motivators and challenges is akin to a detective who hasn't gathered all the crucial pieces of evidence. Being unable to get under the skin of the RFP and understand the key drivers and hot buttons is often the difference between win and loss. Without that we can't tell them how we'll help them achieve their goals and objectives.
Tier four: The end-users
Depending on the nature of the buyer's organisation, there may be a fourth tier: the end-users, citizens, or customers who, while not directly involved in the decision making process, influence it. Their needs and concerns must be considered, as they will undoubtedly be on the minds of your customer's influencers and decision makers.
Without peeling back these layers to understand the customer at every level, our proposals risk being uninformed guesses rather than targeted, persuasive offers. It's about building a complete picture, analysing the information, and converting it into win and proposal strategies that resonate on all levels.
For more information on how we can help organisations build this comprehensive understanding in a structured way, visit the winning bids services section on our website. Our experts are ready to guide you through the process, ensuring that your next bid is built on the right customer foundations.
