Page 224 - Writing Winning Business Proposals

Writing the Fees Slot 215

The Relative Capability of You and Other Consultants
to Answer Our Question(s) in This Project

You’ll note that the questions in Figure 13.5 are really the same questions I sug-
gested you ask when you were trying to qualify the lead. Once the lead has been
qualified, you need to ask them again, answering in greater detail.
Have you ever hired a roofing contractor? I’d pay almost anything to have the
job done right. Price is seldom the primary factor for critical work where my risk
associated with a poor job is significant. I want (and have found) a roofer who is
never the lowest bidder, but he does outstanding work. Before he begins the work,
he thoroughly inspects the roof (just as you might do a preproposal diagnostic),
suggests the appropriate materials (seldom the least expensive) to complete the
job well, and takes a holistic view of our home. In fact, he suggests that our house
is “talking to him” through its cracks, spots, and coloration. Although he’s one of
the weirdest guys I’ve ever met, he knows his trade, his results are consistently
excellent, and he stands behind his work.
As a client, I sometimes compare consultants the way I compare roofers. If one
consulting firm has significantly more expertise related to our industry and/or
our issue, that firm has a leg up. If one firm has proprietary tools and methodolo-
gies that suggest a better final product, that firm has a big advantage. If one firm
has the right team available or can achieve measurable results substantially faster
than others can, that firm is advantaged. If your firm has capabilities that others
lack, we will pay a premium.

How does your capability compare with the competition’s?
How does your capability compare with the competition’s?
• How urgent is my need to begin the project?
• How urgent is my need to begin the project?
• How quickly can you assemble the right staff?
• How quickly can you assemble the right staff?
• How capable are you, relative to the competition, of achieving the project’s
• How capable are you, relative to the competition, of achieving the project’s
objective(s)?
objective(s)?
• Do you have the proper level of industry and functional expertise?
• Do you have the proper level of industry and functional expertise?
• What is the quality of your proprietary tools for this project?
• What is the quality of your proprietary tools for this project?
• Compared to the competition, how do I and my colleagues perceive your firm’s
• Compared to the competition, how do I and my colleagues perceive your firm’s
capabilities?
capabilities?
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F FIGURE 13.5 Pricing strategy related to your competition