by Leslie McKerns--McKerns Development
http://www.freewebs.com/mckernsdevelopment
In a previous article, Top Secrets to Great Teaming, I wrote about the importance of having all the essential documents you need for an RFP proposal, and how to make sure they reach the right people. In this, 5 Top Secrets to Winning the Bid, I’ll share some secrets to winning that bid.
Tip # 1. Make sure you use all the real estate given to you. Use the cover to promote your firm and leave the name of your firm front and foremost in their minds. Use an outstanding color to make a strong visual impression and have the name of your firm large enough to be seen as it sits on the table in full view of the selection committee. I understand--you usually design a nice cover showing their project and their project name, while your petite logo sits quietly in the corner. Why is this wrong? Because they already know about their project--their name, their site and logo–now they need to see yours. It is a subliminal message with an association that sticks strongly in their minds and is fully visible as they review the choices.
Tip # 2. Use the cover letter as more than a pleasantry saying nothing. This is your first chance to show what the RFP or RFQ asked for and how you meet that need. This is your opportunity to use bullet points and checklists to hit home why your firm is the specific and outstanding choice for this project. Your letter of interest must go beyond the usual boilerplate including your years in business and awards. Your generic expertise is what got your architectural, engineering or construction firm pre-selected. Now you must clearly show that what you have done before is relevant, and that the knowledge you have of their project is specific enough to make them see your firm as the only logical choice.
Tip # 3 Design a theme to your submission. The central theme should be built around why your A/E/C firm is right for this project. Everything you do or say about your projects and people in this proposal must revolve around this theme.
Tip # 4 Pick two stars in house. Star number one is the person most likely to impress the selection committee with the absolute dead-on qualifications and relevant project know how. Make that person come alive by re-writing their resume to show specific and relevant expertise to this project.
Star number two is the outstanding architectural, engineering or construction project that demonstrates your exact relevant expertise. Turn this project into a case study showing what the primary project goal was, the main concern and issues (time, money, site difficulties) and how your architectural, engineering or construction firm solved those issues. Quantify your results in dollars and time.
Tip #5 Pick a star to team with. Here is your chance to bring a consultant to your RFP team with an impossible-to-resist charm. The world is open to you here--if you have met the point criteria elsewhere, this person is your freebie. Pick someone that brings something irresistible to the table and make sure the reason you chose that person is clear. Consider using client testimonials that can be pulled out magazine style.
Have you overlooked anything?
Sure. You need an independent review. Ask the reviewer the following:
Have we shown what our firm and team brings to the project that will make this proposal land at the top of the heap?
Have we demonstrated that we have researched the project needs, shown our understanding of the concerns and issues and listed specific and unique abilities that will meet those needs?
Have we demonstrated our relevance to the construction project with similar case studies, targeted resumes and verifiable results?
Have we customized our RFP response materials to be outstanding at meeting the RFP?
Will the judges clearly see our RFP or RFQ response as ‘canned’ or custom? Are our graphics clearly excellent?
If the answer is no, or just maybe, your proposal is still in its infancy. Make sure you give it legs and get it walking strongly to the finish line.
McKerns Development writes, rewrites and reviews RFP proposals, working with a variety of companies including developers, architects and engineers to increase visibility, reach the right customers and build business. Leslie McKerns, firm owner, is an architectural development industry professional, PR, marketing and business development specialist. Want to be selected more often as the winning RFP team? Go to
http://www.freewebs.com/mckernsdevelopment
Leslie McKerns, BA, BS, AIA Allied, FL Licensed Designer, Professional Member Gold Coast Public Relations Council, Board Member of American Lung Association. Ms. McKerns is an independent publicist and business development specialist for the A/E/C industry, a well-published professional writer, a member of the Gold Coast Public Relations Council (GCPRC), a consistent contributor to major magazines, trade and newspapers, and the Real Estate Editor of CitySmart magazine.