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Executive Tips
Making the Most of the Pre-RFP Window of Opportunity
According to a recent study by Market Connections, Inc., 83 percent of companies with a higher win rate made communicating win themes a top priority. An integrated communications plan is crucial and it is often neglected when companies construct pre-RFP programs to pursue major opportunities.
To avoid this common omission, and improve your win rates, consider these key components of a successful pre-RFP communications plan:
1. Focused Messaging
Winning messages require a clear, strong theme and team taglines that are memorable. Know the competition and identify your company's key discriminators to drive messaging that will capture the attention of your intended customers.
2. Compelling Graphics
Once you’ve developed a concise message, you’ll need graphics to support it. Use team logos, ads, presentations to create an image that communicates your win themes - this image can then be used across your trade show and advertising efforts, as well as by your sales team, to create a visual identity for your pre-RFP campaign.
3. Strategic PR
Public relations offers a unique opportunity to speak to customers via a third party. Utilize tools such as bylines, newsletters, media briefings and white papers to help establish your subject matter experts as thought leaders in the areas most important to the contract. This traffic strengthens your company’s brand in the eyes of key decision-makers.
4. Timely Advertising
Particularly during the time of restricted communication, paid advertising is a help tool for maintaining visibility with your target audience. Consider placing print, Web and outdoor ads that will help you stay top-of-mind.
5. Targeted Trade Shows
Trade shows require a dedicated strategy just like every other portion of your pre-RFP efforts. Attend shows that provide the greatest opportunity for interaction with key decision-makers. And be sure that all components of your presence – from your booth design to your company’s representatives – align with the campaign’s win themes and messaging.
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