Presentations need an Executive Summary too

I'm sure you all understand the importance of a good Executive Summary for your tender submissions, but do you have one at presentation stage?
Last week I had to attend a Q&A session after being shortlisted for a large tender. I knew that there were a couple of areas where we were potentially weak so rather than hope the panel didn't drill down too deeply, I made sure I covered them off in my introduction. The result was that I wasn't later questioned on these issues and had been able to place our organisation in the best possible light.
Without such an introduction I would have been restricted to answering just the questions that were put to me, or worse have our offer held out as being deficient.

Don't let design get in the way of a good story

While good presentation is important in creating the right impression, don't let it overpower your story.
When I worked as a Creative Director in an advertising agency I always used design as a tool for presenting the story or message in the best possible light - you have only a few seconds of someone's eye on the page to make a strong enough impression for them to read on.

Here's 10 tips to consider:

1. Black text on a white background is by far the easiest to read (and also comes out clearly when your proposal is photocopied).
2. A serif typeface (like Times) is easier to read the a sans-serif face (like Arial) - particularly when there is lots of type on the page.
3. Avoid using CAPITALS IN HEADLINES OR WHOLE SENTENCES - they tend to make the text look like a "block" and interrupt flow. I tend to use underlines and indenting to emphasize.
4. Don't right-justify your paragraphs - this also has a "block" effect that makes it easier for the eye to skip over.
5. Use bullet points to reinforce key messages rather than dense paragraphs.
6. Remember that your audience (the Evaluation Panel) are not all experts in your field so minimise the amount of technical jargon (in non-technical sections) you use.
7. Graphic elements (such as photos and graphs) are useful in getting your message across so make sure that they are relevant to what you are saying and also use captions to recap your message rather than just as a simple description of the image. This is important as the eye usually goes first to major graphic elements on the page and a caption that conveys a specific benefit will help generate interest.
8. Break-out comments and quotations (if used sparingly) help add interest and also give a feeling of endorsement if they are attributed to respected individuals.
9. Use sub-heads to help the reader navigate your story and where possible write them as a benefit statement.
10. And lastly, my favourite, don't put full stops at the end of headlines or sub-heads - they just stop people in their tracks!

If you have  design tips you would like to share I would welcome your comments.

Treat your subcontractors as partners

I have many subcontractors complaining that they are frustrated with the tendering process because main contractors use it to screw down prices.
While price is always an important element, in many cases a subcontractor (who is an expert in his field) can help you win the main contract by sharing their skill with you. I've been in a situation where a subcontractor shared with me a different (and superior) way of installing curbing on an athletic track that we then recommended and it helped us to win the tender.
A win-win situation like that will always turn out better than a win-lose one.

Are your people costing you work?

In many tenders you are asked to attach CV's for key personnel.

Make sure you take the time to write them specifically for the tender you are responding to. Highlight relevant skills and experience and also make it clear what "value" that person brings to the job.

Remember you have to "sell" your people to the client and a standard recruitment style CV won't do it. Worse it could have the opposite effect!

Presentation Power

What you've written in your submission has got you on the shortlist, but your task is only just beginning when there is a presentation involved.
I was reminded of this when talking to a purchaser recently. After evaluating written responses in a particular tender there was one clear leader, however a presentation formed a significant part of the final score. In this case the person giving the presentation was the company's CEO who obviously decided that his credibility and experience would win the day.
Unfortunately for him, things came unstuck pretty quickly when the first question asked related to a technical component of the bid – and he was unable to give an answer!
The tender was awarded to a smaller competitor.
If a presentation forms a part of an evaluation you can usually assume that it will have a fair influence on the outcome. Make sure you prepare accordingly and not just rely on a Powerpoint version of your written submission.

It's not all about me

I'm often asked to review people's Executive Summaries. To me these are very important in "selling the sizzle" to your potential client, yet often they read like the are "all about me"!

"We are a large company..." "We offer a quality service..." "We have a good reputation..."

All this says to the reader is that you are more concerned about yourself than them. Try to rephrase those statements so they don't start with "we" and then also add a benefit to each so the client gets a good idea of what it means to THEM.

For example: "With a staff of 25 qualified technicians, we guarantee to be onsite within 60 minutes, which means you will be operational again quickly with minimal downtime."

Take a look at your last Executive Summary and have a go at changing all your "we" statements into strong selling points.

Stranger Danger

At my seminars people often mention how difficult it is to compete against incumbents. Usually they want to know effective ways of overcoming the advantage incumbents have.

Well, there's good news – the single most important thing is to ensure you are known by the purchaser before you make your submission! Say an incumbent has an 80% advantage going in (which is a figure commonly quoted), you only have a 20% chance to start with which almost reduces to nothing if the purchaser has never heard of you. I know some companies who make a rule that they will not bid under these circumstances. If you seriously want the business make sure you identify companies you want to work with and approach them before a tender comes out.

Of course, incumbents don't necessarily win 80% of the business. Purchasers have told me the principle reason is "arrogance" – incumbents often presume that their relationship is enough to retain the business and don't put a good submission in. So, to even up the odds make sure you answer every question carefully; attach all the requested documents and follow the order and format required. Do this and the odds are much more in your favour.