By Kristina Mills
Below are the top 10 rules to follow when preparing your tender document.
To find out their needs, always call them
When you phone your prospect, don't just ask for a copy of the tender document or a list of specifications. You need to find out why they are calling for tenders, what is important to them and why they want to undertake the project. Have a conversation with them and get to know them a little better, to discover what they are all about. You would be surprised how much information you can find out. This would be priceless information when going through the process of creating the tender.
Follow the salesmanship formula that is already proven
Instead of just talking about being able to carry out the work, start by identifying their problem, or the core reason that they included that criterion. Then you can talk briefly about the downside of the problem. When you have done that, you can talk about the solution - how you are really going to get their needs fulfilled. You need to include specifics about the mechanics behind the processes that you use. Prove your claims by including case studies, results, guarantees and testimonials.
Send them a pre-proposal letter
When you have made the initial telephone call finding out the facts, always send a quick note thanking them for their time. The letter should also thank them for the information provided, and should include something that makes them feel good about what they want to have achieved. Finish off the letter by thanking them again and letting them know that you are looking forward to putting together a tender document for them, or some quotes and ideas. An important factor in your success is to establish a relationship with your prospective clients, a relationship that begins from when you first call them.
Do a lot of research
Find out everything you can about the company - even if you are only submitting a 'quote' for an easy job. Do an online search; get them to send you a brochure; know what their competitors are doing; find out what their customer service philosophy is, their mission statement, and what their culture is about - regardless of the job you need to do. By doing this, you get a feel for what is important to the company, as well as some priceless ammunition that you can include when preparing your tender documents.
Follow the guidelines so precisely
When you are tendering for Government contracts, there are always specific guidelines to follow. Structure your documentation around these guidelines, which makes it easy for the prospect to assess your tender. If there are any other sections that you'd like to include, you can place them towards the end of your tender document.
Use graphs and tables
Show figures in a graph, rather than in text format. Include a comparison of your results with other companies' results.
Make a list of your most impressive customers
By listing your customers, it gives prospects an understanding of how you can cope with a business of their size, reputation and type.
List the best results you have achieved
List any great 'claims to fame', if you have any. Doing this proves that your company has 'runs on the board' and suggests to them that they can also get results from you. Include a brief description of the project, industry and the results which were achieved.
Include a guarantee
In the tendering process, people can be very sceptical. They are fearful of being ripped off and of not getting the results that they expect. If you include a powerful money-back guarantee that reverses the risk, it takes away one of their major buying fears. In effect, that lowers their barriers against doing any business with your company.
Include some testimonials
If you say something, they may not believe you, but if someone else says it, then it must be the truth. This is definitely true when you are talking about selling your services to them. When you tell someone how good you are all the time, it's not until they can hear it from the 'horse's mouth' that they will believe you. For this reason, you need to include in your documentation as many testimonials as you possibly can.
Bonus points
- Talk in benefits - Because people are basically selfish they don't really care how big you are, or how professional you are, or even how long you have been in business. They just want to know what you are going to do for them, how you are going to deliver those results and what it will mean for them. You need to tell them. Talk benefits, Instead of talking features. Tell them what is in it for them.
- Use the word YOU more frequently - 'You' is the most powerful word in the English language, because people are so self-absorbed. Use the word 'you', instead of 'we' and 'us' to keep your prospect interested.
- Present it professionally - You should include action plans so your clients know what to expect and when to expect it. It is a bit difficult to know how a project is going to work, what needs to happen, and when it should happen - particularly with large projects. Include a comprehensive action plan which clearly sets out each step. This gives your prospective client a much clearer picture of how you are going to deliver these results.
- Do not stop when you have submitted the tender - That is only part of your process. You need to develop a structured follow-up system, which includes some nurturing follow-up letters or a series of telephone calls, which are designed to 'check-up' and provide them with further information, if it is required. This shows that you're committed to helping to get results for them.
- Never give in - Because you didn't win a tender, it doesn't mean that the company will not want to do business with you sometime in the future. Make sure you keep in touch with them, with telephone calls, newsletters, interesting news articles as well as 'how are things' letters. These show that you care about them.
Kristina Mills is an author and business consultant
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