50 Words and phrases that call attention to your benefits, strengths, and discriminators

Call out your benefits, Strengths, and discriminators to help raise your proposal score.Calling out your benefits, Strengths, and discriminators helps the customer recognize them and can help raise your proposal score. You can call out benefits, Strengths, and discriminators using icons, graphics, tables, words, and phrases.

Consider using any of the following 50 words or phrases to call attention to the benefits, Strengths, and discriminators in your proposal.


  1. Advantage
  2. Benefit
  3. Differentiator
  4. Discriminator
  5. Eclipse
  6. Exceed (requirements, service levels, acceptable quality levels)
  7. Excel
  8. Exclusive
  9. Go beyond
  10. Greater than
  11. High (confidence, marks, recruitment, retention, value)
  12. Low (risk, cost)
  13. Master
  14. More than
  15. Only
  16. Outclass (outdo, outshine, outstrip, outweigh)
  17. Over
  18. Pass
  19. Significant
  20. Singular
  21. Strength
  22. Surpass
  23. Top
  24. Transcend
  25. Unique


Before using one of these phrases, connect it to a user requirement, quantify or qualify the phrase, and follow it with a proof point from your experience.

  1. A benefit of our approach is [fill in the blank]
  2. A differentiator of our approach is [fill in the blank]
  3. A discriminator of our approach is [fill in the blank]
  4. A key takeaway from our presentation is [fill in the blank]
  5. A strength of our solution is [fill in the blank]
  6. An important idea is [fill in the blank]
  7. An advantage you receive from our approach is [fill in the blank]
  8. Customer’s gain [fill in the blank]
  9. Our approach significantly improves mission outcomes because [fill in the blank]
  10. Our approach significantly reduces the risk of contract performance because [fill in the blank]
  11. Our outcomes top (or transcend) those of our nearest competitors because [fill in the blank]
  12. Our solution benefits operations because [fill in the blank]
  13. Our solution exceeds requirements because [fill in the blank]
  14. Our solution minimizes technical risk because [fill in the blank]
  15. Our solution offers best value because [fill in the blank]
  16. Our solution surpasses the requirements because [fill in the blank}
  17. Our team has signed exclusive subcontract agreements with us to [fill in the blank
  18. Our performance metrics are greater than [fill in the blank]
  19. The expertise of our staff exceeds requirements because [fill in the blank]
  20. You can have high confidence in our solution because [fill in the blank]
  21. We are singularly (or uniquely) qualified to perform the work because [fill in the blank]
  22. We have over [fill in the blank]
  23. We have mastered [fill in the blank]
  24. We offer exclusive access to [fill in the blank]
  25. We are the only company that can [fill in the blank]

By Brenda Crist, Vice President at Lohfeld Consulting Group, MPA, CPP APMP Fellow

Lohfeld Consulting Group has proven results specializing in helping companies create winning captures and proposals.
As the premier capture and proposal services consulting firm focused exclusively on government markets, we provide expert assistance to government contractors in Capture Planning and Strategy, Proposal Management and Writing, Capture and Proposal Process and Infrastructure, and Training. In the last 3 years, we’ve supported over 550 proposals winning more than $170B for our clients—including the Top 10 government contractors. Lohfeld Consulting Group is your “go-to” capture and proposal source! Start winning by contacting us at www.lohfeldconsulting.com and join us on LinkedInFacebook, and Twitter.

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Lohfeld Consulting