Your win themes are a series of marketing statements that should run through your tender response. Having good win themes is essential but presenting them is also extremely important. A quality presentation shows professionalism and shows that you are willing to make every effort to succeed.
Don’t worry that they are being repeated, the whole idea is that the message needs to sink in when the evaluator(s) are reading the submission. Repetition is good!
When defining your win theme(s), it’s important to consider the following:
Representing your Win Themes
How are you going to present your win themes in the tender document? An effective way is to use a heading, such as:
Then, list all the reasons why the client should select your company. The list should be concise, easy to read, and to the point.
At the bid or no bid process, it is important to decide on the three (or so) win themes of your company and how these will meet the client’s requirements, but more importantly – how they will benefit the client.
To develop your win themes, you need to focus on your business. Consider:
Answering these questions will help you to establish your competitive advantage – the edge you have over your competition. A floral delivery service may have as its competitive advantage: Fastest local delivery at affordable prices.
One way of using your win theme is to convey your competitive advantage to your customers is to develop a sales slogan. For example:
Other sample Win Themes can include:
Download my Win Theme document, to assist you in identifying the themes for your business. (Download available from the Module 2 downloads lesson).