Choosing your bid win themes
A key starting point for any bid is the identification and agreement of your win themes – why should the buyer choose you?
Working closely with your operational, pricing, and - if you have one - business development teams during the bid launch meeting it’s important to agree on the win themes before you begin writing your submission. Win themes allow the bidder to clearly articulate their important messages throughout each response providing consistency across the written responses.
Align your win themes to the client's requirements: What are the key objectives that your client is looking to achieve? These can range from cost, excellent communication, and environmental initiatives, to your approach to the delivery of social value projects. Take time to understand your client and align your win themes to exceed their expectations.
What can you offer the client that will differentiate you from the competition? These can include innovation, technology, a comprehensive understanding of your client's local communities, and tangible efficiencies that may ensure that your service is delivered ahead of the client's expected timescales.
How you ensure that the client notices your win themes: With the client receiving multiple submissions for each opportunity, it is likely that they will only read each bid once. Ensure that, where possible, your win themes are highlighted in text boxes or visual graphics.
Keep your win themes simple: Win themes need to be viewed as the ‘golden thread’ of a bid and be consistent in all relevant responses. Keep the narrative for your win themes short to ensure that the reader clearly understands them.
Need help with your bid programme? Get in touch.
We work with a range of different businesses to help them win new work, providing expert support and advice on bids, marketing, and business development.
If you need support with your bid programme speak to our bid specialist, Stephen Timmins.