The client has a problem that it can’t solve itself. So it submits an invitation to tender (ITT) in order to discover the best available solution to that problem. In order to attract the client’s attention, a bid writer needs to have the most compelling solution to that problem, and that should all be encapsulated in the Win Theme which needs to run through the entire bid proposal.
Brainstorm the problem
If you are having trouble coming up with a win theme, consider the client. Is it a public sector tender or for a private company?
- What does the client want?
- Why do they want it?
- What are the client’s priorities?
- What are the client’s long term goals?
- What worries the client?
- What skills or products do I have that can answer those questions for the client?
Focus on the client
The client’s problem isn’t going to be solved by a detailed description of your company, its history and achievements, or even the quality of your general services. It needs a specific solution, which your bid writer’s win theme should address. Is there one primary focus – cost, regulatory compliance, innovation?
What can you offer the client that beats your competitors?
Make it the theme of your bid proposal
Once you’ve decided on a win theme, weave it through your document – not just the executive summary. Your bid writers should emphasise how your technical solutions reflect the theme. Highlight how your solution will allow the client to meet the goals you have identified.
If you or your bid writers are having trouble finding a compelling win theme, Win that Bid can help you find the answer!