YOUR UNIQUE SELLING PROPOSITION

While all the services presented in my Pursuits Academy Services section are both relevant and available to smaller enterprises, there's an additional dimension to my work for SMEs.

If you want to move upwards and out of the "lower tiers", it's critical that you:

(a) differentiate your smaller enterprise against its larger corporate competitors (in order to provide a bid-relevant and compelling reason for the client to choose YOU), and 

(b) are clear about how your enterprise’s core strengths align with the client’s specific needs or challenges.

Your enterprise needs to be crystal clear about your USP (Unique Selling Proposition) and all aspects of your overall marketplace and industry positioning. 

Fundamental to Every Bid Strategy

This is fundamental to the very foundations of your bid strategy, and from there, underpins all of your bid’s content, and every piece of communication related to your submission. 

Frequently, when I am called in by a smaller, or lower-tier, organisation, I find that its marketing and messaging is unclear, mixed, undifferentiated and lacking any real direction (consequently, so is the broader organisation). More often than not, that entity is trying to be all things to all types of client, and service every type of need, in every possible circumstance. In doing so, it fails to differentiate itself at all, creating nothing but confusion in the collective mind of the marketplace, and the same with its bids and their recipients.

Conversely, the competitor with a cleaner, clearer understanding of exactly what its competitive strengths are, has crisper messaging around those strengths or that core strength, and greater impact, believability and memorability with the target.

Inevitably, I therefore find myself working closely both with marketing and business development personnel and key members of the C-suite, to clarify and even to overhaul and substantially re-position the enterprise’s industry and marketplace profiling.

From there, we have - almost without exception - not only gone on to win the pursuit I was called in to lead, but the new-found clarity and direction has also propelled the leadership and broader team forward to new and greater levels of success.

Let’s Talk About Winning