dson Julia Ric har APSE Soft F ac ilitie s Gr oup 01 st Nove mbe r 2016
WINNING NEW BUSINESS
▪ Who is our target market? DE DEFINI NING NG Y YOUR ▪ What key services do we want to bid for? BID S STRATEGY GY ▪ Do we have a robust infrastructure in place and do we deliver these services efficiently? ▪ What do other successful businesses in the same field offer? ▪ Is our pricing structure competitive? ▪ Develop and define CRM intelligence database ▪ Important to define bidding strategy and stick to it!
“If you cast your net too widely through ” all fish will swim
▪ Important to register on main portals PQQ STAGE • Once PQQ arrives, look at key information and weightings • Main areas to consider – Financial, H &S, accreditations , scope to deliver and relevant referees • What info does it tell you about your prospective client? • What prep can you do before tender stage?
TH THE TE TENDER
▪ Is this still right for us? ▪ Bidding is expensive and time Psychology o of consuming! Bid idding ▪ Have we done enough research? ▪ Do we believe we can still be in the running? ▪ Who are the top potential winners ▪ Are we just padding? ▪ Do we know the relationship between the incumbent and the client?
▪ Do we have the right proposition? To o Bid B o or n not to t o Bid B ▪ Can we demonstrate true value? ▪ Do we have adequate proof and evidence? ▪ Is it the “correct business fit” for us? ▪ Who are our competitors and what is their USP? ▪ Do we have any previous relationship? ▪ Can we deliver this service/services effectively? ▪ Will it impact on our ability to provide current services? ▪ Will it impact on our organisation?
Added V Valu lue ▪ What added value can we provide ? ▪ Think about the business from the perspective of the clients requirements • From the bid can we define the Clients WITY • Can we create genuine solutions to their issues? • What will set us apart from our competitors
▪ Normally attended by Sales/Development The Pre Tender and Head of Operations or MD/Director ▪ Make sure you have read the document meeting fully !! ▪ Questions should be intelligent and relevant ▪ Show enthusiasm and interest ▪ On the visits note down anything that you feel needs clarifying further ▪ If you think of a great innovation or way to improve the service
KEEP IT TO YOURSELF!!
Th This is a very ery c complicated worl w rld, it's a a very ery noisy worl rld. A And we' e're n not go going to get et the c chance t to get et peo eople t to r rem emem ember er muc uch about us us. No c company is. . So we h have t to be rea eally clea lear o on w what we w want them em to know about us." us ." Stev eve J Jobs – Apple In Inc
Have y you u ▪ Do you have a core business message de defined yo your ur running through your bid and submitted promotional material? messa sages? s? ▪ Can the reader see exactly what you do well and what you have achieved for your clients? ▪ Have you created an offer that highlights your Unique Selling Point? ▪ Does your promotional material and website reflect this? ▪ Do you have testimonials or case studies from happy clients!
▪ The tradeoff between what you charge for a The Financial Offer service and what your ideal client thinks it is worth is a careful balancing act. ▪ Clients pay you for what you know and how you apply what you know to solve their problems. ▪ How your ideal clients perceive the value of your services is a critical component of “Everything ing is s worth w h what w t its s contract success purch chaser will wil pay p for it it.” .” ▪ Mould your services so that they appeal to your clients ethos and vision Publil iliu ius Syrus S .
WHAT DRIVES SUCCESS
▪ EM EMOTIO TION v. v . LO LOGIC What d driv ives purchasi sing ng decisi cisions? Emotion or Rationalism?
Emo Emoti tional B Buyin ing Motive ves • Because they feel connected through previous relationship • Because they recognise your empathy with them • Because they aspire to your product/service • Because you have achieved corporate recognition • Because there may be a positive personal reflection
Ratio ional B Buying ▪ Because you will increase something for moti tive ves them ▪ Because you will improve ▪ Because you will reduce ▪ Because you will save ▪ Because you will gain ▪ Because you have convinced them ▪ YOU HAVE EXCEEDED THEIR NEEDS “Sati tisfy the the criti tical mi mind.” AND OBJECTIVES If yo you w want pe peopl ple to buy w what yo you a are selling, y you hav have to to give the them the the logical pe permission t to buy” y”
▪ Perception of greater risk ▪ Expectation of unacceptable disruption Non- Buying Motives ▪ Unwillingness to lose current relationships ▪ The offer of little or nothing new ▪ Perception of no added value ▪ No real demonstration of benefits ▪ Unconvinced by your solution ▪ Too generic as opposed to personal
Procurement nt Opini inions ▪ How important is the proposal in selecting your supplier? ▪ What is your opinion of the quality of the bids you receive? ▪ What is one piece of advice you would give prospective bidders?
▪ Answer – • The proposal is the moment of truth which captures the essence of what a contractor will do for them. Narrows down the field of suppliers ▪ Really varies! 5% 5% Exc Excel ellen ent 10% 10% Very V ery Good ▪ Prepare a proposal that exceeds the 15% % specification and gets under our skin Satisfacto ctory/M /Medi diocr cre Res est, j jus ust p plain awful ul !!
▪ You have the right people in the team ▪ Have a great Executive Summary Key M Must st do’s in in any ny b bid id ▪ Meet or exceed all their requirements stated in the bid ▪ Their aspirations must be clearly visible in your bid ▪ The client must see themselves throughout the bid (or how they imagine they look)! ▪ Evidence that you know your proposed client’s ethos ▪ Must understand the NAO of the custome r.
▪ All aspects of the question have been covered Conte tents ts o of a winni inning ng a answ nswer ▪ You have recognised the importance of the question to them ▪ Clear benefits and outcome ▪ High quality evidence/proof ▪ The answer is personal to them not generic
The T Truth uth ▪ Focus o on what sets ts yo you a apa part ▪ Lim imit the he s spin! in!! ▪ Clien ents w will b buy uy from y you if they f feel eel they ey can w work rk w with you! u! ▪ A gr grea eat b bid may w win y you the c contract ▪ But ut i integri egrity a and trus rust in you a and your ur bus usines ess w will ret etain it!
“Only 60% of companies retain contracts on a rebid, in many cases this drops to less then 50%”
They y w will respe spect yo you more f for yo your ho hone nesty! y!
1. Clients want their suppliers to develop a deeper understanding of their business needs and personal motivations. 2. Clients want their suppliers to be more proactive. 3. Suppliers that collect and act on client feedback have stronger client relationships • Trust = Good Relationship • Understanding • Responsiveness • Delivering on promises
Cleaning & Hygiene Suppliers Association “CHSA” Driving up Standards
Established in the late 1970s to provide manufacturers with the opportunity to connect with distributors of janitorial products. Launched the first of the respected Accreditation Schemes in the late 1990s.
Run by our members for our members, we represent all the major manufacturers and distributors supplying cleaning and hygiene products in the UK.
Manufacturing members are the industry leaders • Kimberly-Clark Professional • Cromwell Polythene • SCA Hygiene Products • Europackaging • Metsa Tissue • Polaris Plastics • Northwood Hygiene • Scot Young Research • Diversey • Robert Scott & Sons • Proctor & Gamble • Ramon Hygiene • Deb • Charles Bentley & Son • Selden • Harrison Wipes • GoJo • Numatic rrison Wipes • Bpi Recycled Products • Numatic
Distributor members are the industry leaders • Bunzl Cleaning & Hygiene Supplies • Jangro* • Nationwide* • Arco • Maxima Group* * Groups of small to medium sized independent distributors
The challenge faced by the maturing market in the 90s • Soft tissue products narrower or shorter • Refuse sacks not fit for purpose • Cotton mops lacking absorbency and with variable weights Buyers weren’t getting what they paid for!
This prompted the CHSA to introduce its Accreditation Schemes Our Standards, Your Guarantee
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