Yes, proposal strategy is about how you convey key information in the proposal, but a winning message is so much more than – for example: “we offer a safe pair of hands”.
To craft and present an aligned message, all members of the selling team must agree to use a common process and common definitions:
• Capture strategy is the plan to win a specific, defined opportunity.
• Proposal strategy is a plan to write a persuasive, winning proposal.
The proposal strategy is a subset of the capture strategy.
First, prepare the capture strategy, and then prepare the proposal strategy.
If you lack a capture strategy, you are poorly positioned to win and should consider not bidding. In capture planning, you plan and take actions to convey information that persuades each customer to prefer, or at minimum, favourably regard your organization and solution.
Your persuasive actions might comprise white papers, presentations, meetings, site visits, demonstrations, and media buys or events. In a proposal, you should be conveying identical, aligned information in words, text, and graphics. Hence, the proposal strategy evolves from the capture strategy.