Seven top tips for incumbents
Robyn Haydon | The Winning Pitch
by Robyn Haydon
5y ago
Did you win a new contract that has just started in this new financial year? Congratulations. Now your work and thinking really needs to start. Incumbents face a special type of challenge when trying to hold on to business that they already have. From the customer’s perspective, you’re their chosen one. So, doing a great job is a just a given, and not a selling point. Competitors are never going to stop knocking on the customer’s door. It won’t be long before the customer has seen you warts and all, and thinks they know everything you can do. And in three years’ time – thanks to the recency ef ..read more
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Reinforcement, not just repetition
Robyn Haydon | The Winning Pitch
by Robyn Haydon
5y ago
When working on a tender bid, it’s quite normal to feel uncomfortable about the apparent need to repeat yourself over, and over again.Tender requests often ask what appear to be similar questions, but in multiple ways. You might pick this up on an initial read of the RFP, or it may not become apparent until you start developing your content, and find you’re needing to cover issues that you feel have already been asked and answered before.When you are working intensively on a tender bid, it’s natural to go a bit stir-crazy when re-reading your own content for the fourteenth time.This is amplifi ..read more
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The story of the aspirational fish
Robyn Haydon | The Winning Pitch
by Robyn Haydon
5y ago
People buy things that they feel good about.   If we have learned anything from the surprise result of the Australian federal election, it’s that big, ambitious plans can be more off-putting than they are attractive – something that those of us who pitch for business would do well to remember.   Way back when I worked in the print manufacturing industry, we sponsored a conference for magazine editors and executives. The conference program once included a panel of magazine editors comparing notes on what makes a successful magazine cover.   A magazine editor’s job is to know what their re ..read more
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The secret to getting great customer case studies and testimonials – fast
Robyn Haydon | The Winning Pitch
by Robyn Haydon
5y ago
Customer case studies and testimonials are the most valuable content in your sales and marketing toolkit. They convince others without you needing to brag; they show how you have helped customers with similar needs; and they deliver social proof.Gathering customer case studies and testimonials is also a great way to boost your conviction in the work you do, making it much easier to sell yourself. What’s not to like about that? Yet many of us struggle with volume, value and validation when it comes to customer case studies and testimonials. Maybe you just don’t have enough of them. Or, what doe ..read more
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Work trumps worry: how to free yourself from procrastination
Robyn Haydon | The Winning Pitch
by Robyn Haydon
5y ago
Writing a tender response is a bit like sitting an exam. You won’t always know what’s going to be on it, but you can study and prepare if you know it’s coming. Surprisingly often, however, with a big tender on the horizon, many people want to ‘wait and see’ what’s in the Request for Proposal (RFP) before they do anything.This seems crazy to me, because RFPs are designed to level the playing field – not to give you an advantage. Your competitors are going to get it too.Waiting times may seem long, but when it comes, the submission timeframe will feel very short. So why don’t we always prepare o ..read more
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