The Art of Winning Requests for Proposals (RFP's)

Name: The Art of Winning Requests for Proposals (RFP's)
Rating: 4.5 (88 reviews)

How clients choose service providers in RFP competitions and how elite providers align and win.

Created byBob Potter

Last updated 6/2019

English

What you'll learn

Significantly improve your chances to win competitive Requests for Proposals (RFP's) without competing on price, fees and rates.
Provides a map and navigation tools for winning RFP's
Understand then align the the client's motivation and decision process.
Learn how to create a Preference Value Proposition that makes it easier for client to choose you.

Course content

6 sections • 16 lectures • 1h 6m total length

Is There a Better Way? Reading3:28
When clients have a choice among service providers, they differentiate their universe of alternatives using the following questions:
Is There a Better Way? Video3:11
You may not have come into this business thinking you would become a sales person. Yet, by now you realize that you cannot advance in your career unless you can acquire new clients, retain the clients you have, and expand your existing client base. That is selling.
Airbags: Why You Are Being Commoditized2:26
Your clients tell me that, “everybody is saying the same thing.” If they cannot see why your are better, you will be forced to compete on price, fees and rate.
Accelerate Your Message with Difference, Preference and Proof2:54
In this section we show you how to accelerate your message to make it easier for clients to choose you.
Accelerate Your Message: Reading11:51
As soon as the client has even one alternative, they have three more questions you must successfully answer to enter the realm of Preferred Provider. They are:
1. How are you different? (Difference)
2. Why is that difference important to me? (Preference)
3. Why should I believe you? (Proof: Stories, benchmarks and testimonials)

The Decision Funnel: Reading4:00
In this section we go into more detail on how and why clients choose one provider over another in competitioin.
Navigating The RFP Decision Funnel Level 13:55
The Decision Funnel is that map you need to navigate to get invited, make the short list and be chosen from the shortlisted providers.
Navigating the Decision Funnel: Level 1 Reading4:33
As the old saying goes, "90% of life is just showing up." Perhaps the same could be said about selling your services. Even if you are not doing it well, more client contact will lead to more sales. More at bats will lead to more hits even with a low batting average.
Navigating the RFP Decision Funnel Phase 22:22
Once the client has even one choice, they are no longer asking if you can do the project. They are now asking if you can do it better than their alternative providers.
Navigating the RFP Decision Funnel Level 2 Reading1:50
Your rank is your most compelling proof. The more you focus the more you can dominate your market. The more you dominate your market the easier it becomes for new clients to choose you.

Navigating the RFP Decision Funnel Third Level3:16
There are 10 reasons why clients choose you, but once you reach the short list, everyone is well qualified. The best way to win is to find and align to the 5 Client Differentiators. That is the Third Level.
Tale of Three Landscape Architects8:33
This simple personal story demonstrates the power of selling at the Third Level to build strategic partnership to win in competition.

Third Level Proposal Presentations Video2:56
In this video we show you how to align your Vendor Differentiators with Client Differentiators to build a Third Level client-centric Presentation.
Third Level Proposal Presentations Reading5:39
The objective of Third Level Selling is to help you migrate from a vendor to a preferred provider to a strategic partner. Your proposal or presentation is the payoff for all of the deliberate practice you have completed.

Requirements

This course is gleaned from the comprehensive Third Level Selling course. It is for those who want to focus on winning RFP's. If you have taken the Third Level Selling course, you already have access to this content.

Description

Service provider competition has never been more brutal. As markets mature and competition increases, the perceived differences between you and your best competitors decrease. You are probably feeling increasingly commoditized as clients begin to view you and your competitors as pretty much the same. Your win rate may be decreasing. More decisions are being made on price, and competitors are “buying” the business with low-ball bids. But you also may be the victim of your own loss of identity because your message and tactics have not evolved with your client’s increased choice.

The best way to win RFP's (request for proposals), is to make sure you understand how and why clients choose one competitor over another, and how elite providers align and win without competing on price, fees or rates. This is the same program that we offer to our professional, financial and commercial real estate clients internationally.

Who this course is for:

Those who are responsible for or participate in the Request for Proposal (RFP) process.
Those who have not already taken the comprehensive Third Level Selling course

The Art of Winning Requests for Proposals (RFP's)

What you'll learn

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Course content

Is There a Better Way to Play the RFP Game?5 lectures • 24min

The RFP Decision Funnel: How and Why Clients Choose One Competitor Over Another1 lecture • 4min

Navigating The RFP Decision Funnel5 lectures • 17min

Third Level - Becoming a Strategic Partner2 lectures • 12min

Third Level Proposal Presentations2 lectures • 9min

Conclusion - Becoming a Strategic Partner1 lecture • 2min

Requirements

Description

Who this course is for: