Six 1. Analyze: Market Research Domains 2. Plan: Marketing Plan of 3. Develop: Client and Business Development Practice 4. Propose: SOQs/Proposals 5. Promote: Promotional Activity April 18, 2017 6. Manage: Info, Resource & Organizational Mgmt Wendy Wark , CPSM Marketing Manager HSC Builders & Construction Managers wwark@hscbuilders.com
1. Go / No-Go 2. Proposals Agenda 3. Teaming 4. Interview
STAT Average Win Rate of Proposals 25 – 30%
A sign of an Reason underlying for Low PROCEDURAL Win % problem
Go / No-Go Process Databases Proposal Manager Combat Low Work Plan Process Win %
Go Go / / No-Go Go
Remove emotionality Why Match strategic biz plan Determine profitability Go / No-Go Go Identify staff available Match niche expertise Opportunity for repeat biz Worth value of effort
gates No No-Go Form
[logo] No No-Go points Form
Strategy Gather intel … Develop CAPTURE about clients winning PLAN & projects … strategy
It’s A Hand deliver a short response confirming why No No-Go! you will not be submitting.
Kickoff Meeting • Strategy It’s A Work Plan • Staff Go! Go! • Teaming Partners • Assignments • Timelines
Strategy
Prop opos osals
STAT What % of proposals should make an owner’s short list ? 90%
You are BEST choice Show competitive Objectives of advantage Proposal Owner-centered content
I have 2 things Strategy in mind… 1. I need to solve a problem 2. I have a desire that I want
D IFFERENTIATORS • technical Strategy • contractual Clear value • managerial proposition Effective • qualitative Theme • service- oriented
Photography Graphics Proposal text Databases Resumes Experience lists Stats Client quotes Reference letters Peer professionals
RESPONSIVE QUALITY • Outline & • Support Work Plan Claims • Clarify RFP • Proofread Proposal Manager STRATEGY CREATIVITY • Theme / Value • Illustrate • Differentiators • Compelling Narratives
Proposal Work Plan timeline staff partners
Proposal Work Plan partners assignments supplements production
Proposal Work Plan assignments & timeline team schedule meetings
1. Executive Summary 2. Firm overview 3. Project approach RFP 4. Organizational chart Sections 5. Resumes 6. Project experience 7. Cost / Fees 8. Add’l info / forms
Note: Some content removed/changed for confidentiality. [logo] Team Member Name [Name] [Name] [Year] Resumes [#] • Role Description • Project experience • Special Certifications • Education [Firm Name] [Bid #]
Note: Some content changed for confidentiality. Logo Project Profiles [Firm Name] [Year] [Value] [Bid #] [Firm Name]
“Readers want important info to be Writing clearly laid out ; & Graphics they will not read what is troublesome .” Jan Tschichold Typographer & book designer
1. Intel 2. Theme 3. Outline Effective Writing 4. Draft 5. Refine 6. Review
Active voice Concise, no redundancy Parallel items Bold & italics sparingly Clear Writing Consistent tone
NO “We have no doubt that, because of our extensive years of experience with this type of project, Company ABC will be able to complete your project in an expeditious Writing manner that can satisfy all involved parties,” YES “Because of our expertise with similar projects, Company ABC can reduce the schedule by 2 months.”
The “so what” test. Trick: Add “so” & then describe Owner-centric Writing the benefit.
Writing Technical vs. Persuasive Balance the facts with the feelings
FACT Pictures & Graphics help increase reader’s retention by _____% 300%
Low res images Boring images Too many fonts No white space 6 6 Too much color Common Too much noise Design Errors
All RFP questions answered Strong Team & PM Final Relevant Projects Wrap-Up Up Compelling Narrative Great Photos & Infographics Proofread 5 Second Test
5 Second Test Look at the page quickly … main point clear?
5 sec test [Organization Name] [logo]
[logo] [Facility] 5 sec [Facility] test [Facility] [Facility] [Organization Name] [Bid #]
Red Team Objective reviewers Give directions & goals Review from client’s perspective Provide RFP Proposal ready?
Post Proposal Checklist
Shake & Bake
Team aming
Compatibility Complementary Services Qualities Common Core Values Market Position & Reputation Flexible Successful Experience Technology & Resource Capabilities
Prime / Sub Association Joint Venture • Traditional • 1 project • 1 project, large teaming & & complex Structure common • Informal • Short term Types • Prime: contract • Good for with Owner entering new • Separate legal market entity creation • Prime subcontracts • Single source of services contact & legal responsibility
Alliance Design-Build MBE WBE DBE • Several projects • A/E & CM services • Government within a market under 1 single agencies Structure sector contract with recognizes Owner Business Enterprise as 51% Types • Long term owned by • Design Docs Minority, Women, complete & free • Formal & both or Disadvantaged of error firm equal weight • Partners support each others’ biz goals
Intervi view
Differentiate
First 60 seconds GOL GOLD
“If you want the What’s client to remember Your 1 thing only, what Point? would that be?”
Interview is about people & approach, not about Reminder qualifications.
STAT Ratio of interview content: __% client & __% your firm 60% client & 40% you
Interview Checklist
save time Purpose of of add impact Visuals aid retention create interest illustrate if hard to verbalize
Potentially difficult questions Prep & for Q&A practice delivery of answers
Winging It Over-reliance on visual aids Monotone, low enthusiasm Not Persuasive Reading slides Interview Mistakes No eye contact Back toward audience
Say something Closing memorable!
Sample Questions Debrief 1. Who won & what are the 3 main reasons why? Win 2. How did all the firms rank? or or 3. What did we do well & what areas Lose need improvement? 4. What could we have done differently to win?
What Next Debrief 1. Analyze the feedback Win or or 2. Pass along findings Lose 3. Periodic Debrief Summary Report
Final Thought
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