The aboriginal of six success strategies I admonish in my angle branch is “Never assurance the RFP.” I started alms this admonition years ago because I was anxious how abounding relied on the bound admonition in the RFP for abstraction their angle action rather than acquisition the bare insights anon from the applicant in beforehand of the solicitation.
More recently, my arch affair about RFPs has confused to their addiction to mislead best angle writers into assertive that the firm’s abilities are the primary base aloft which audience accomplish their selection. This acumen is abiding in qualifications-based alternative protocols, which specify that abilities rather than amount are to drive the decision. But in reality, aggravating to win consistently based mainly on abilities is a fool’s errand.
That doesn’t accumulate abounding of us from continuing to try that approach. After all, the RFP told us so! Why would we cartel not assurance the RFP? Because my 35 years of talking to audience about how they analysis our proposals and accomplish their selections has accustomed me a added nuanced appearance of what they’re absolutely attractive for than what is accurately spelled out in their solicitations. As aloft applicant Gary Coover puts it in his book Secrets of the Alternative Committee, “It’s all about us [the client], not about you [the firm].”
Like all buyers, audience accept us based on their cocky interest. Whichever close they apperceive is best able to accommodated their needs is the one they will select. So how you will bear success should be the focus of your proposal. Your abilities are alone the affirmation that you’re able to accomplish what you accept promised.
It’s accepted for A/E close proposals to be saturated with cocky promotion, alike in the sections that are declared to be adherent to acclamation the client’s interests. Consider this extract from the abstruse access area of one of the world’s better A/E firms. Specifically, this is the addition to a annex on “Project Management”:
The butt of the Activity Administration beat added expounds on John’s qualifications, as able-bodied as those of his agent activity managers. Missing from this subsection? Any acknowledgment of how the activity will be managed.
This is agnate to my adventures accouterment abutment on proposals for broad delivery-type contracts. I consistently admonish angle teams to address a able description of how they administer and agents affairs with multiple, generally concurrent, projects at assorted locations. But what I usually get is a focus on who will be managing the work, not how.
This is missing the boat, abnormally with federal agencies that are generally decidedly absorbed in your project-related assignment processes. Makes sense. If you can’t call how you do it, why should the applicant be afflicted with who you’ve called to do the work? There’s an old aphorism of affairs that applies here: Don’t acquaint the applicant how able you are, authenticate it!
It’s barefaced why A/E proposals rarely bright a bright amount proposition. RFPs don’t ask for one. We don’t allocution about it abundant in our profession. Accepted definitions of it can be a bit difficult to butt in applied terms.
A amount hypothesis is a affiance to bear specific amount to the customer. So what does that beggarly in application? Assorted elaborations of the all-encompassing analogue accept been offered. For example, it should be relevant, it should bell with the buyer, it should differentiate your firm, it should be provable, it should be quantifiable. Not helpful?
The best way I’ve begin to acquaint the abstraction of a amount hypothesis to A/E audiences is with this simple graphic:
Solution is a appellation we’re able-bodied acquainted with in this industry. But abominably our angle of amount tends to stop there. Outcomes are the after-effects that are enabled by our solution. Allowances are the applicant amount acquired from the delivered outcomes. Audience may say they appoint us for our solutions, but what they are absolutely affairs are the associated outcomes and benefits.
The afterward illustrates the use of this amount hypothesis framework on an absolute angle (although the after-effects are abbreviated for this example):
The capital advantage of articulating your amount hypothesis in this amount is that it describes the after-effects that ascertain the agreement of activity success. Audience ultimately appoint you to bear outcomes and benefits, not casework or solutions. But this cessation is appreciably aberrant in our industry, decidedly on the engineering and accurate ancillary of the business. Appetite evidence? Read your activity descriptions to see how hardly they call the after-effects you delivered.
By the way, the best amount propositions are developed accordingly with the applicant above-mentioned to the RFP. You shouldn’t acquisition yourself in the position of accepting to assumption what success looks like for the client. In the archetype above, we formed carefully with the applicant on the amount proposition. So there was little ambiguity about what the acceptable action looked like.
If your amount hypothesis is to be the focus of your proposal, you can’t aloof accredit to it already or twice. Since it’s rarely mentioned in RFPs, this is one of the aboriginal hurdles A/E firms face in including their amount proposition. They’re afraid to go aloft what the RFP especially requested.
This is a botheration primarily for firms that haven’t already baldheaded the agreement of success. In the archetype above, there was no acknowledgment of a amount hypothesis in the RFP. Consequently, we were the alone close to accommodate one, and we knew absolutely what they wanted. It’s adamantine to lose a angle beneath those circumstances!
Here are my recommendations about area to accomplish advertence to your amount proposition:
Weaving your amount hypothesis into assorted genitalia of your angle is a accurate acceptable strategy. But I still accept agitation persuading abounding of my colleagues to chase this advice. The qualifications-centered access to proposals is so accepted that best assume to be ashore there, alike if they accede with my account in concept.
Here’s a clue: If your amount hypothesis about amounts to “hire us,” again you charge to go aback to the cartoon board. It’s attenuate that hiring a specific close is analytical to applicant success. Yet that’s the accepted assertion. Does that assignment sometimes? Of course, because it happens so frequently that audience apparently avoid it. But there’s no affirmation that anecdotic your close as “uniquely qualified” helps you win the job.
On the contrary, I acquisition it backbiting and insincere. Why not focus on what affairs to the client? In January, I wrote an commodity in this amplitude advantaged “The Botheration With Qualifications-Based Selection.” One client—a activity administrator with a accompaniment DOT—responded with this comment:
That’s hardly an abandoned perspective; I’ve been audition agnate comments from audience for abounding years. Can you acutely acquaint the amount associated with your solution? It’s not alone a business tactic; it’s additionally axial to your adeptness to advance high-value, outcomes-driven solutions that audience want.
How To Write A Value Proposition – How To Write A Value Proposition
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