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How do you develop powerful win themes?

How do you develop powerful win themes?

Plan A

Plan A

win themes

It’s Tuesday afternoon, youve gathered your team together for a bid kick off session and most of it has been focused on what is in the documents. The last item on your agenda is Win Themes. With everyone wanting to get back to their desks, you agree that your experience as the incumbent and your track record of delivering on time is definitely your strongest selling point…

So, you lock these in, write up your Executive Summary, complete the bid and … you lose. And the reason you lost is that you effectively had no win themes.

There are only two things that win bids: the best price and/or the best value. Your experience including your incumbency is not a win theme on its own. It’s how your experience and incumbency will add value to your client. This is what you need to demonstrate.

A winning theme is one that provides benefit to your customer. It addresses what your client is trying to achieve and their risks. To develop meaningful win themes, follow these steps:

1 Look at your competitors. What can you deliver that they can’t? And if there is something they do better, how can you counteract that?

2 Consider the evaluation criteria as this highlights what is important to your customer. Make sure you score well against these throughout your bid.

3 Carry out a risk assessment from your client’s perspective. Once you know what their concerns are and what could go wrong for them, the ideas will start to flow.


Once you have carried out these four tasks, you will be better placed to identify the strongest win themes. Capture these on a focus sheet and have them alongside you at all times as you develop content. The end result will be a compelling submission that will score highly.