I recently worked on a proposal that required – not an executive summary – but an introduction that called out the vendor’s differentiators. Perhaps one of the hardest aspects of our industry is coming up with real differentiators to cite in our proposals. In his book, “Collapse of Distinction. Stand out and move up while your competition fails”, Scott McKain suggests we spend too much time trying to duplicate and outdo our competitors. When we compete rather than emerge as a differentiated leader in our field, we are driven by the competition and not by the customer. McKain says that to have an advantage, we must pay more attention to what the customer wants than to what the competition is doing. Has this happened in your organization? The competition creates a point of distinction, so you duplicate it and try to do it even better. Each competitor introduces incremental changes … Continue reading Strategic differentiation with a customer focus
Welcome! Over the next few weeks, we will be posting a series on the importance of Go-to-Market (GTM) Strategy—a significant tool for successful business development and sales efforts. So, let’s start at the beginning. What is Go-to-Market? While the term seems self-explanatory (no, it is not about a trip to the grocery store), developing and executing an actionable GTM strategy can elude even the most experienced professionals. And, regardless of where your company is in the spectrum of selling to the Federal Government, you need to seriously consider a solid, executable GTM strategy. A GTM strategy is an action plan for your organization, specifically developed using internal and external research that outlines how to reach customers and achieve competitive advantage. The purpose of the GTM strategy is to provide a roadmap for delivering your products and/or services to the end customer, understanding such factors as pricing and distribution. Even if … Continue reading Show me the money! (Part 1) What is Go-to-Market?
In today’s blog post, Lisa Pafe follows up on her 7 questions to ask before RFP release with insights on crafting effective data calls… In my previous blog, I discussed 7 questions to form the basis of the data call. But, how do you ensure that your proof points are any good? Here are some examples of typical bland proposal statements that beg the reader to ask for proof: We enjoy high levels of customer satisfaction. How high? We have low employee turnover. Compared to what? We offer relevant experience. In what? We have the personnel reach back to rapidly staff task orders. Prove it! By crafting an effective data call, you get proof points that POP as shown in the following examples. P: Persuasive We will meet or exceed performance expectations. In all 12 of our Past Performance Information Retrieval System (PPIRS) ratings for eight agencies over the past … Continue reading The art of the data call: proof points that POP