Winning When You Don’t Know the Customer By: Muhammad Zarif The best way to win proposals is to know the customer. All the best practices say so. Unfortunately, sometimes it makes sense to bid, even if you don't know the customer. When you find yourself in this circumstance, the best practices won't help. The first thing you should do is to make a heroic effort to get the information you should have about the customer. We've written plenty about doing that elsewhere. But it's not enough to say "do the best you can" and then proceed like usual. You need to follow different bid strategies when you don't know the customer. When you know the customer, the focus in your proposal should be on them and not on you: How your offering will benefit them How you will help them meet their goals Next >> |
