Emphasise your strengths, mitigate your weaknesses, highlight your competitors’ weaknesses, downplay your competitors’ strengths.
Of these four, most Business Development teams and Bid Managers tend to focus most on the first – emphasising your strengths.
It feels right – tell them how good we are, they choose us. Wrong!
When most bidders look and feel very similar, buyers de-risk their decisions by looking at bidder weaknesses to eliminate less certain choices.
What this means is that identifying your most troubling weaknesses – as perceived by the buyer – and mitigating these can sometimes be the most powerful aspect of your proposal strategy.