Mastering Your Tender Win Strategy: 6 Key Aspects for Success
6 Key Aspects of a Tender Win Strategy
Tender win strategy is a common term in the sales world, but more clarity about what it means is often needed. We break down the six critical aspects of a winning strategy that can help shape your sales approach:
- Leverage Your Strengths. When selling a product or service, you should have particular strengths to promote and emphasize with your customer. Focus on leveraging those strengths.
- Mitigate Your Weaknesses. If you have weaknesses, such as being late on contract deliverables, try to mitigate them and turn them into more of a strength.
- Neutralize Competitor Strengths. Competing for work means your competitors likely have some advantage over you. Find ways to neutralize their advantages.
- Exploit Competitor Weaknesses. If your competitors have a weakness, such as not having cell towers in certain areas, consider exploiting it in your sales efforts.
- Focus on Discriminators. Identify your customer’s needs and issues, and find ways to improve or differentiate from your competitors. These become your discriminators, which you should focus on in your sales efforts.
- Laser Focus on Evaluation Factors. When responding to a formal solicitation, the customer tells you how they will pick the winning solution. Focus all your communication on those evaluation factors to enhance your probability of winning.
Focusing on these six aspects of a tender win strategy and putting yourself in the customer’s shoes can give you a greater chance of winning the work. Elevate your sales game and create a strategy that sets you apart from the competition.
