Myth: Hot buttons and discriminators are the same things.

Reality: A hot button is a customer need, motivator, or key issues. Discriminators are part of our solution that focuses on satisfying a requirement and/or a hot button.

To put it simply, the hot button is the customer issue and discriminator is your unique solution to these issues.

Myth: Deals are won or lost in the proposal.

Reality: All aspects of selling and proposing matter.

A bid is not just about winning or losing. Each bid involves an analysis of your customers as well as your competitors. Each bid requires you to prove how your proposed solution is the best for the customer’s needs.

Myth: The customer has made their buying decision before the orals briefing or demo. Why bother?

Reality: Oral proposals, demos, and briefings are becoming more critical to the buying decision—not less. Customers want to confirm everything they read in the proposal—in person or live on the web.

Even after reading the proposal, customers would want you to present your solutions and strategies orally. They would want to gauge your knowledge of the RFP and how well you will be able to work with them.
Myth: We need to have a win theme for every factor and subfactor.

Reality: False – and unhelpful

An impactful proposal requires not more than one or two win themes centered around the customer’s needs; which are usually low priced, effective solutions and low risks.

Myth: Solution benefits and advantages are the same things.

Fact: An advantage your solution offers is only a benefit if the customer values it! Priorities benefits over advantages when writing proposal sections. Mitigating any weaknesses is more important.

Two similar words but different applications in the bidding world!

Myth: Lengthy explanation of a proposal graphic in body text helps evaluator.

Fact: Don’t count on evaluators spending much time trying to decipher a complicated graphic. They should be able to understand a graphic without any text beyond the action caption within 10 seconds (or less).

Indeed, less is more in this context!

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