Features versus benefits
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:
"So what?"
"This will improve the winning skills of your teams."
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.
