Key Themes And Message - A Free Tool

We recommend you use the tool before you pursue any new tender or request for a proposal. Read the tender documents first, capture your customer's key issues, then complete the tool. You will get a sense very quickly whether you really know enough about the opportunity, the customer and the competition.

Bids and proposals are often read by different people and often reviewed in sections. Knowing your key themes and messages is important so you can include them in all sections, appropriately worded.

You need to be very careful in talking about value and benefits. This has to be positioned from the customer perspective. What is the value that they will perceive? What is the benefit to them? We would only suggest highlighting these as a direct answer to their issues. 

This can and should take some time. If you've completed this quickly, the chances are you haven't really thought about what's really important to your customer.

This doesn't have to be in words. In fact, a picture is much better. For example, if a client issue is related to local supply, you may be better including a map with travel times showing how close you are to your clients' premises. 

Yes, but the chances are you only have one unique differentiator over your competition if any. So this is more about have a clear and consistent message about your offer. Think it through carefully. As you develop your themes and messages ask yourself "so what?". If you can't answer this, your message isn't clear.