But how important are these things to the client? Or do they have their own overriding interests and priorities?
It’s all about the results
‘We are already providing the service to the authority next door or to similar clients’ is not, in itself, a persuasive argument.
In short, they care about their benefits, not yours. So make their benefits and the ways that your solution meets their needs the focus of your presentation and tender submission. The risk with continuously searching for the ‘win-win’ can be that you take your eye off what matters most to your prospective client.
Which means that…
As always it’s a question of focusing the information you provide and the way you present it in a way that addresses the client’s real needs. A useful alternative to ‘which means that…’ would be ‘and the benefits to you are…’
What are the client’s real needs?
Your aim is to discover their deepest underlying concerns and focus the benefits your solution offers against these. Stick to addressing their main concerns and don’t dilute your efforts by trying to address all their needs or obsessing about the ‘win-win’.
While I’m all for the ‘win-win’ as a general business objective I would say it’s a mistake to focus on this when you’re presenting to a client. If you don’t think that’s the case, think about your own behaviour when you buy something for your business: Do you care how much the supplier gets out of the deal, or are you only focused on what you need?
If you'd like to get better at understanding clients' needs and focusing your bids and presentations give me a call on 01963 240555, or email firstname.lastname@example.org