TRANSFORMATION
UNDERSTAND YOUR
TARGET AUDIENCE
Understanding not just your customers’ needs and what they think of you, but also those of any allied opinion formers is critical to the development of a cohesive strategy.
Our research process gathers valuable internal and external insights that help inform your capture planning, key messaging and bid strategy.
01
RESEARCH AND INTELLIGENCE
02
CAPTURE PLANNING
DEVELOP A
STRATEGY TO WIN
Are you worried that you aren’t converting large, competitive opportunities? Do you take a scattergun approach to bidding which results in a low win rate?
IMPACT capture planning will guide you through a rigorous, proven process that helps you focus on your opportunities. Then take you through
an approach that helps you develop specific bid-winning strategies and influence your customer at the earliest possible stage.
So you maximize opportunities and improve your bid win rate.
CREATE A COMPELLING
REASON TO BUY FROM YOU
If you don’t develop and communicate a compelling proposition, you’re not going to win: your key messages form the backbone of your bid.
Our workshop methodology captures, structures and articulates your most compelling offer.
It turns features into benefits, brings your proposal alive and gives your sales team a set of tools to engage your
customer - promoting, clarifying and differentiating your offer.
03
STRATEGIC KEY MESSAGING
04
PROPOSAL MANAGEMENT
STRUCTURE YOUR BID TO FOCUS ON YOUR VALUE PROPOSITION
Proposals need to single-mindedly focus on your value proposition, using a combination of logic, creativity, persuasiveness and intelligence.
We use our globally proven techniques to convert your win strategy into words and position it in the forefront of your target audience’s mind. IMPACT will help you prepare impressive, compelling bids.
Our proposal management service frees your bid leader to focus on pursuing your customer strategy, directing your solution, pricing and commercial teams and gaining internal governance approval.
Our consultants and writers work collaboratively with your technical subject matter experts to write from scratch or to improve your raw drafts into compelling well-written propositions.
POSITION YOUR
BRAND AS FIRST CHOICE
People prefer to buy from those they feel most comfortable and engaged with. How you position your people, products and promises define you in your customer’s mind.
We provide programmes that specifically influence customer perceptions,
in the critical pre-submission phase, as well as during and after a bid submission.
05
CUSTOMER ENGAGEMENT
06
COACHING AND COORDINATION
UPSKILL YOUR BID
WRITING TEAM
Your bid authors will gain new skills and insights into writing compelling proposals through coaching that combines specific expertise and bid-winning methodologies.
Our APMP- certified bid coaches bring years of experience and the backup of IMPACT’s proposal support centre.
DEMONSTRATE CREDIBILITY AND UNDERSTANDING
In large complex bids, it’s unusual if all your stakeholders and decision makers think the same way. One wants innovation, another proven products. One wants a Rolls-Royce, the other’s happy on public transport.
So our award-winning production team delivers a range of Account Based Marketing activities that communicate specific messages to specific audiences.
07
ACCOUNT BASE MARKETING
08
BID COPYWRITING AND EDITING
USE THE BEST TALENT TO
WRITE A COMPELLING BID
Proposals need to single-mindedly focus on your value proposition. Using a combination of logic, creativity, persuasiveness and intelligence.
IMPACT experts will collaborate with your technical subject matter experts to write from scratch or to improve your raw drafts into compelling, well-written submissions and answers.
We’ll help you to put your win strategy into words and layouts in order to communicate it to maximum effect, using emphasis techniques such as callouts, theme statements, summaries and informative headings.
DIFFERENTIATE
YOURSELF VISUALLY
If you’re bidding via a portal, skip this section. But where you’re allowed a bid document, you’ll improve emotional impact and demonstrate you want the business through bespoke bid media tailored to your value proposition.
We provide a complete design and production capability that engages your audience throughout your proposal, highlighting key messages and making them more memorable.
09
PROPOSAL DESIGN
10
REVIEW AND EVALUATION
MAXIMISE YOUR
BID SCORES
A proposal content review is one of the best ways of improving your chances of winning.
We review early, to ensure that you’re implementing your win strategy, and review at the end, to optimise your score against your customer’s evaluation criteria. We make sure you don’t just win hearts and minds: you get the top score.
IMPACT will take you through a structured and rigorous review process. To maintain your team’s motivation, we promote constructive, not destructive reviewing. And our review leaders don’t just facilitate reviews: we bring extra value through our own proposal evaluation and benchmarking process that measures you against the average, and best, in your sector.
PUT ON A WINNING PERFORMANCE
It’s rarely what you say that wins or loses bids, but how you say it. A great presentation can win over a sceptical audience. Or a bad one can lose the business when it was all but won.
We create presentations that support what you’re saying, rather than say it for you. And our presentation coaches will help you capture your audience’s attention so they remember your value proposition when they’re deciding who to appoint.