How do I win more tenders?

Watch below as we answer:

Q: Our tenders aren't standing out, how do I win more of them? 

• Featured strategists are: 

  David Siegel – Strategy Exec.

  Adam Long – General Manager

  Jeff Cooper – Senior Partner

• About Stump The Strategist:

  • Questions from the floor, answered live in nine minutes
  • It's opinion, not advice
  • Step Change charges clients for advice, Stump The Strategist is free

A:

• Develop a purpose: Create a purpose that touches, moves and inspires all stakeholders. A good example is Ford's founding purpose, 'To help Americans explore this great land'
• Focus on the pain points and tap into those drivers: People react 1.5-2.5 times more to pain than gain. By addressing the pain, you start to frame the value you're providing for prospective clients
• Tender audit:
  • Make sure each headline highlights value
  • Use of icons and graphics for scan-ability
  • Specific checklists by job title, for example 'Checklist for the CEO'
  • Value modelling. If you're more expensive, what is it that actually justifies this value?
• Develop an A3 discussion guide: It creates effective frequency and outlines your key points of value. Use it to win the tender before the actual tender document is sent - remember that most tenders are won before the request for tender is even released

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