Selling points (win themes) and the Customer Intelligence Questionnaire should be developed concurrently as a customer relationship is established. Selling Points emanate from knowing the customer and understanding the RFP requirements from a customer viewpoint. They are the heart of a winning proposal.
The Proposal Manager and sales people (with the assistance of technical staff) should develop a Selling Point Table and use the contents of the table later in the proposal writing process to write understandings of issues, technical and management insights, feature and benefits of the proposed solution, and related customer centric proposal content.
Prepare a Selling Point Table like the example shown below for an IT Infrastructure project. Elaborate on each selling point using bullet points as shown in the example. The more elaboration the better; you can’t have too much detail. Use the selling point table as a way to brain storm and develop ideas for your proposed solution.
More detailed selling points will emerge as you develop the detailed proposal outline. Selling points become the basis for describing the features and benefits of your proposed solution.
When the proposal outline is prepared later in the process, break up the selling points and copy them into the appropriate sections of the outline. Individual selling points may be copied into several places in the outline. For example, Technical Approach selling points should be placed at the beginning of the Technical Approach and also subdivided into the selling points that should be addressed in each major task of the Technical Approach.
Example Selling Point Table
Agency:
Sub-agency:
Opportunity Title:
| Customer Requirement
| Source of Requirement
| Selling Points
| Proposal Section |
| Contract start up will be accomplished without any disruption of operations and service performance |
Meeting with agency CIO
RFP Section X.XX |
Exclusive agreements with incumbent contractors
- Experienced staff in place and working on Day 1
- Seamless performance
Open key positions and who will fill them
- Proposed staff members
- Commitment to staff availability on Day 1
|
Executive Summary
Technical Approach
Personnel
Corporate Experience (describe successful large scale Infrastructure projects) |
| We will provide the Contract Manager the customer knows, wants and can trust |
Meeting with agency CIO
Meeting with H Maynard
Meeting with N Olson |
J Ellison, our Contract Manager has worked at DOA and is know and trusted by agency management
- Describe DOA project experience
- List key performance results while at DOA
|
Executive Summary
Technical Approach
Management approach |
| Help desk response time will be reduced from __ to __ |
Meeting with agency CIO
RFP Section X.XX
Meeting with Help Desk Supervisor |
Knowledgebase will be implemented
- New knowledgebase software
- Conversion form current system
- Improved knowledge quality and accessibility
PMS will use performance statistics from helpdesk software to measure response time
- Describe performance reports
- Frequency and availability to agency management
|
Executive Summary
Technical Approach
Executive Summary
Management Plan |
| Help desk service quality will be improved |
Meeting with agency CIO
Meeting with Help Desk Supervisor |
Quarterly training program will held in Corporate Computer Training Center
- Who will attend
- When will they attend
- Impact on operations
- Curricula and software
- End users will be invited
- Training will be conducted by system developers
|
Executive Summary
Technical Approach |
Common Requirements of Federal Service Customers
Federal service customers share a set of common requirements and solutions that can be used as guidelines in developing customer selling points and specific solutions. Keep in mind that the common requirements/solutions listed below are generic and should be viewed as guidelines only. Actual customer requirements are usually more complex than the guidelines.
| Common Requirement |
Selling Point/Solution -add links below |
| 1. Contract start up and initial performance will be accomplished without any disruption of service/operations (for existing contracts) |
See Management Plan Model Text, Transition Plan |
| 2. Customer will make policy decisions and contractor will make contract management decisions |
See Management Plan Model Text, Contract Management Policies |
| 3. Customer will participate in contract management decisions |
See Management Plan Model Text, Contract Management Policies & Contract Organization and Management |
| 4. Contract problems will be corrected immediately |
See Management Plan Model Text, Contract Management Policies |
| 5. Communications between the customer and the contractor will be instantaneous and direct |
See Management Plan Model Text, Contract Management Policies & Contract Organization and Management |
| 6. Contractor understands uniqueness of customer’s requirements |
Technical Approach |
| 7. Contractor will provide a Contract Manager the customer wants and can trust |
See Management Plan Model Text, Staffing Plan& Contract Organization and Management |
| 8. Contract Manager will be full time and committed to contract |
See Management Plan Model Text, Staffing Plan& Contract Organization and Management |
| 9. Contractor will implement a responsive Project Management System |
See Management Plan Model Text, Project Management System |
| 10. Contractor will provide qualified and proven staff members |
See Management Plan Model Text, Staffing Plan& Contract Organization and Management |
| 11. Contractor will minimize staff turnover |
See Management Plan Model Text, Human Resources Plan |
| 12. Contractor’s corporate organization/resources will support Contract Manger in all aspects of contract management |
See Management Plan Model Text, Corporate Support/Project Management Office |
| 13. Contractor will improve on current operating performance |
Technical Approach
- New systems and procedures
- New quantitative operating goals, objectives, and performance standards
- Performance measurement methodologies
- Feedback of performance results
|
| 14. Contractor will improve on program performance and results |
Technical Approach
- New systems and procedures
- New quantitative program goals, objectives, and performance standards
- Performance measurement methodologies
- Feedback of performance results
|
| 15. Contractor will improve business processes and train customer personnel |
Technical Approach
- How will process be improved
- Standards
- New COTS software
- Describe training program including facilities, frequency, curricula, instructors, features, and benefits
|
| 16. Contractor will improve information flow, program performance reporting, and system effectiveness |
Technical Approach
- Design principles
- Conceptual design
- Performance standards
- Example reports (actual versus performance standard)
- Compliance with Federal Information Architecture
|
| 17. Contractor understands and will meet customer’s security requirements |
See Management Plan Model Text, Information Security Plan |
| 18. Contractor will minimize contract performance risks |
See Management Plan Model Text, Risk Management, Quality Assurance Plan, & Subcontractor Management and Relationships |
This list of requirements can be used to develop selling points (win themes) for a federal service proposal. Any particular customer may have one or more of these requirements. Keep in mind that this is not an all inclusive list of selling points and each customer will have their own set of unique selling points which you must develop during the sales process. The unique selling points are often the most important when writing a federal services proposal.
Selling Points and Bid/No Bid
Reconsider your decision to write a proposal if you can’t produce a Selling Points Table for the bid opportunity. Bid/no bid decisions are not complex.
- No selling points
- No customer-centric proposal
- No customer perspective, probably no win
- No win, thousands of dollars wasted and an unhappy staff
A winning bid is all about sales and a customer driven proposal.
Click here for more information on Bid/No Bid Decision