Winnend inschrijven op aanbesteding is geen kwestie van geluk of mysterie. Het is een vaardigheid die elk bedrijf kan leren. Het draait allemaal om het schrijven van een goede en overtuigende offerte. U moet uw inschrijving opstellen zoals de klant, de overheid in dit geval, uw offerte zal beoordelen. Geef hen alle informatie die ze willlen. En op een manier dat ze ermee uit de voeten kunnen. Schrijf uw inschrijving naar de klant toe en wees daar zorgvuldig en volledig in. Het is ook goed regelmatig de inschrijving tegen het licht te houden als u er mee bezig bent. Ook moet u uw toegevoegde waarde goed onder het voetlicht brengen.
Writing Winning Proposals is not a "Black Art", it is a Science that can be mastered by most organisations.
The fundamental principles of writing good proposals are:
Over the last 20 years Shipley has evaluated proposals, on behalf of its clients, and identified the characteristics of proposals that consistently win business. These characteristics are shown in the following radar diagram. Proposals that score higher against these characteristics tend to win more business.
Winning proposals have characteristics that make them customer focused.The purpose of a proposal is to provide the customer´s evaluators with reasons why they should select you and not your competition.
This White Paper discusses these characteristics and provides suggestions as to how you can change your approach to writing proposals, to achieve greater customer focus and win more business.
Compliance means strict adherence to the customer´s request - both to the submittal instructions and to the customer´s technical requirements.
Compliance with instructions means that you have followed the requested proposal format, page budget and answered all questions. Compliance with requirements means that you have agreed to meet all requirements as asked for in the request.
If you want to give the customer a simple reason to reject you then ignore their submittal instructions and/or be significantly non-compliant with their requirements.
There are three key things that you can do to make your proposals better in this area. In your proposal:
Responsiveness means understanding and responding to the underlying business issues behind the proposal request.
If "Compliance" is about answering the question, then "Responsiveness" is about knowing why the question was asked in the first place. Demonstrating solutions to the customer´s underlying business issues provides you with competitive advantage over those who may only be compliant to technical requirements.
If you want to give the customer a simple reason to reject you then ignore the business issues behind their proposal request.
There are three key things that you can do to make your proposals better in this area. In your proposal:
Strategic Focus is about making it clear to the customer why you should be selected.
You achieve
this primarily by emphasising specific strengths that relate directly to their request, demonstrating the benefits that your solution will bring to them and by discussing value, not price alone, particularly where you expect to be more expensive than a competitor.
If you want to give the customer a simple reason to reject you then ignore one or more of these factors.
There are three key things that you can do to make your proposals better in this area. In your proposal:
Competitive Focus is about raising concerns in the customer?s mind about the dangers of selecting one of your competitors.
You achieve this primarily by "ghosting" your competitors, making it clear to the customer where they should be looking to find the weaknesses in a competitor?s approach.
If you want to give the customer a simple reason to reject you then ignore potentially strong competition and allow them to "ghost" you.
There are three key things that you can do to make your proposals better in this area. In your proposal:
Succinct & Structured Writing is about having a sales message and stating it clearly in a grammatically correct way.
If you want to give the customer a simple reason to reject you, make your proposal as convoluted and as difficult to read as possible.
Don´t let the customer be the first person to proof read your proposal. Poor standards of grammar and spelling will tell the customer something about your organisation?s attention to detail.
There are three key things that you can do to make your proposals better in this area:
Visualisation is about using appropriate graphics, photographs, tables and diagrams, to add visual appeal to your proposal.
Visuals are also used to help you convey key messages.
If you want to give the customer a simple reason to get bored, when reading your proposal, don´t include any visuals.
There are three key things that you can do to make your proposals better in this area:
Document Design is about organising the proposal such that key messages can be found easily and understood.
Most customers will not read a proposal cover to cover. Instead they will look for the answers to their questions and reference to their business issues.
If you want to give the customer a simple reason to reject you, then make your proposal as difficult to navigate as possible and hide your key information inside long paragraphs.
There are three key things that you can do to make your proposals better in this area:
If you follow these suggestions, you will write more winning proposals.
However, it is important to keep in mind that:
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