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It’s all about price if…

8/20/2013

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Posted by Jon
Your proposal strategy is all about price if you can convince the buyer that:
  • you have the most efficient solution to meet their requirements, consuming the fewest resources
  • those resources are cheaper than anyone else’s
  • your stakeholders require a lower return on their investment – i.e. margin – than your competitors’.
Oh, and also, that:
  • the fact that you’ll give them the lowest price will be embedded contractually, underpinned by benchmarking (for what that’s worth)
  • none of your competitors will outsmart you in the way they present their price (e.g. ‘bid low, recover to margin’, ‘buy the business’) or will underspecify their solution
  • no competitor can offer a significantly higher return on investment – i.e. quantifiably larger benefits for their higher price
  • cheap really is cheerful for the customer’s team – not fraught with risk and hassle
  • the customer trusts you.
If you’re not confident of all of the above, then your story really can’t be all about price, can it? Youhave to create value – and a good strategy process becomes essential.
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    BJ Lownie and Jon Williams are the co-founders of Strategic Proposals.

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