tender guidelines

8/8/2019 Tender Guidelines

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The Art of Effective Tender Documentation21 October 2004


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What we will cover

Structure, content & messaging> Document structure & ow

> Value propositions

> Content avoiding assertions, motherhoodstatements & repetition

> Tone of voice

> Technical & quantitative information

> Copy templates

> External document review

Design & visual elements> Design templates

> Effective visual techniques & tools

> Selecting & applying appropriate software


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Structure, content & messaging


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Context The tender process

Assesstenderopportunity

Establishteam

Developinitialstrategy

Informationgathering +rene strategy

DocumentationPresentation

Post tenderevaluation

RFT / EIO


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Common issues

> Features not benet-focused

> Generic content lack of denition around clientneeds & critical business issues

> Dont satisfy information requests non-compliant

> Documents overly wordy, repetitious

> Lack of compelling, concise Executive Summaries

> CVs inconsistent, not tailored, not benet-oriented

> Claims & assertions without credible substantiation

> Lack of personalisation

> Lack of visual relief / techniques


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The fundamentals

> Tender document is = sales communication

> Value proposition: direct, consistent, concise reinforces what is distinctive about your rm

> Strong understanding of client needs, business issues

> Comply with information requests

> Interesting to read (impactful language, visual appeal)

> Easy to read & understand

> Easy to navigate through document

> Differentiating message / themes, language, look


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Brand alignment

Tender document must be consistent with yourrms brand strategy; in particular, it must supportand reinforce your:

> Brand personality (tone & character)

> Brand positioning (differentiator vis a vis competitor)

> Brand promise (the claim you make)


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Key Drivers

Tender decision making

Service delivery

Technical expertise Value for money

Understandingindustry & business

Tender

decision


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Document structure & ow


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Document structure & ow

Many government & corporate tenders stipulatea tight structure; where not so xed, structure reectskey drivers for tender decision making:

Executive Summary =

Value Proposition

Understanding Industry-Business =Meeting Your Needs / Industry Expertise

Service Delivery =Our Team / short-form CVs for key people

Technical Expertise =Audit / Risk Management Methodology etc

Value for Money =Fees, value adds

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Document structure & ow cont...

> Adding value latter part of document

> Firm resources & capabilities latter part of document

> Firm policies latter part of document

> Detailed team CVs Appendix

> Document content checklist for quality control (i.e. compliance)& reader navigation = content checklist(i.e. summary of informationrequirements in RFT & corresponding page / section number)


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Executive Summary

> 2-3 pages maximum (concise, punchy)

> Bullet point / short sentence format

> Reinforce value proposition> Summary of client / prospects needs & priorities

(and how your rm will meet them)


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Team section / CVs

Quality photography; CVs based on a standard template:

> Name & role in tender

> Key contact details> 34 core benets individual brings to tender

> Relevant expertise & experience

> Previous work history

> Qualications & memberships +

Team structure matches client / prospect organisational structure


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Industry / specialist expertiseWhere possible, summarise diagrammatically;use testimonials / case studies; demonstrate howexpertise meets needs

FeesConcise, easy to read tables

Technical sections / content

Present diagrammatically to effectively communicatemethodologies & processes


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Value propositions


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Value proposition

Three Key Elements

It differentiates you (no other rm can make the sameclaim) in a way that is relevant to clients

It resonates with clients / prospects incorporates key client benets

Its credible your rm can deliver on it

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Value propositions cont...

Three types of value propositions based around:

Operational Excellence =best price for service &products at greatest convenience.

Product Leadership = consistently provide the mostadvanced products and / or services.

Client Intimacy = meet needs of individual clients throughproduct and service personalisation: best total solution for clients.

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Value proposition cont...

Delivery & Geographic CoverageDelivery (online, face-to-face, both); Eastern

seaboard, national, regional, international

Industry-Segment ExpertiseSpecialist resources, expertise& capabilities in relevant

industries / market segments

Product SpecialisationActual offering; product mix, product

innovations, technical knowledge

Service style-commitmentAllocation & mix of resourcing; levelof consistency; service commitment;service delivery; value-adds

PricingPricing-value proposition:value equation, differentialpricing, pricing options

FIRM A


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> Value proposition is not a slogan doesnt needto be reduced down to just a few words

> It must contain more than one differentiator (too easyto be replicated / surpassed by competitors); ideally,identify multiple differentiators (24) harder to match


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Value Proposition An example

We specialise inaccredited nancialservices education, structuredprofessional development andcompliance support.

Our content ispracticalandrelevant,our delivery isexible.

We enablenancial advisers andinstitutionstofocus on their clientsneeds, meet regulatory obligationsand drive competitive advantage.

Differentiation(Product Specialisation)

Differentiation(Product Offering,Service style)+ Customer Benets

Differentiation(Segment Specialisation)+ Customer Benets


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> Strongly project in Executive Summary (remember thismay be the only part of the entire document that someof the decision makers and people who can inuencethe decision actually read)

> Key messages / themes in value proposition demonstratedthroughout document


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Content


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Content

CHECK In all sections, reinforce differentiators

CHECK Consistently show understanding ofclient / prospect needs, concerns & businessissues (answer the RFT and more)

CHECK Tailor content to organisation & industry(especially for major / strategic tenders)

> refer to information provided during scoping / briengs

> incorporate own research

(industry trends, drivers, developments)> acknowledge needs / interests of key decision makers

> refer to key decision makers by name


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Content cont...

CHECK Dont just recite features, show how theydeliver client outcomes, benets

(e.g. integrated national practice with ofces in allState capitals = consistent service delivery acrossAustralia, exibility in allocating resources)

CHECK Eliminate excessive wordiness, repetition

> use impactful wording, shorter sentence structure

> short-form communication(diagrams - summarise processes/methodologies,

use breakout quotes & client testimonials)> review for repetition, jargon

> if necessary, use external writing resource forediting / review


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Content cont...

CHECK Unsubstantiated claims, assertions major turn-off for decision-makers

we are the leading,

one of the leading

we have the best peoplewe have a unique culture

we are experts

You must substantiate (e.g. 3rd party endorsements,client testimonials, independent surveys, case studies)& they must be relevant (only resonate if related toclient benets)


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Content cont...

Executive Summaries> Rather than Why XYZ (asks a question, interrogative)

use The benets we offer XYZ

> Suggested introductory wording:

XYZ will receive the following key benets and outcomesby appointing ABC as its auditors

Puts client / prospect at the centre & focuses on benets,outcomes rather than features.


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Content cont...

Value-Add sectionsTend to be generic (shopping list of extras rms thinkclients might value / want)

> Seminars / briengs on topics of specic & direct relevanceto client / prospect

> Leverage corporate responsibility programs to partnerwith clients in different, interesting ways

> Think laterally, creatively how you can add genuine value(access networks, speaking opportunities)


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Tone of voice


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Tone of voice

> Write about your rms services, products, experience& capabilities from a client-benet perspective.

(WIIFM whats in it for me / so what test)

> PersonalisationUse you, your, our and we = connotes partnering& involvement; refer to key decision makers onclient-prospect side (sense of already working together,recognise specic needs)


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Tone of voice cont...

> Use impactful language avoid cliches, jargon

> Generate word lists for use in tenders reecting vibrant,fresh language (but language must be appropriate toindustry / client & your brand personality)


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Technical & qualitative information


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Technical & quantitative information

> Present technical information (e.g. audit / risk managementmethodologies, workow processes etc) diagrammaticallynot textually:

Easier to comprehend, take in More succinct, concise

> Quantitative data / statistical information more powerfully communicated in diagrams than via text


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Copy templates


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Copy templates

> Enhance efciency of producing (and updating)tender documentation by developing copy templates used by BD specialists, tender teams

> Copy templates available in soft copy format

> Appropriate for more generic sections / content(e.g. core content for CVs, rm & ofce proles, industry clientlists & assignment/project summaries, practice proles, rmprocedures & processes) & small-medium sized tenders


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Copy templates cont...

Example Firm prole> About XYZ rm (history, ofces, contact details, national

reach, organisation structure, board members, title &registration details, staff nos)

> Agents & afliated rms

> Areas of practice / industry focus (brief description of each)

> Client list

> Client endorsements

> Corporate social responsibility / pro bono programs

> Financial viability / stability

> Vision, values (organisational / brand) &, culture


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Example Firm procedures & processes> Approach (accountability, responsiveness, probity, transparency)

> Conicts of interest

> CRM program

> Environmental policy

> HR policies (training, EEO, disability, anti-discrimination, OHS etc)

> Insurance (rm PI, workers compensation, public liability)

> Implementation plan for new clients

> Matter management

> Quality processes (includes client review)

> Reporting (matter & management reporting)> Risk management

> Security & condentiality

> Technology (matter management, billing, disaster recovery)

> 3rd party providers


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Tender Resource DatabaseCopy templates (and other key tender information& materials) located in one central electronic resource:

> Save time for BD & professional staff

> Deliver a consistent tender product> Easy access to critical information

> Track & evaluate tender statistics / data


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Copy templates

Tender resource database hierarchy

TENDER STATISTICS

> Tender statistics

TENDER PROCESSES> How to respond to an RFT / EOI> Decision to bid assessment-matrix> Client-prospect questions:

briengs / scoping meetings> Tender strategy processes> Best practice: oral presentations> Post-tender evaluations

TENDER PRECEDENTS

> Generic rm information> Practice information> Industry information> CVs

TENDERSTender documents

> Sorted by organisation name> Sorted by practice area> Sorted by industry


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External document review


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External document review

Use coach/es (former executives / Board members,contacts / colleagues of decision-makers, experienced NEDs)to review tender documentation:

> Tone is right

> Key messages are right / value proposition resonates> Look & feel of document ts with culture

> Various decision-making / inuencer sources arebalanced & recognised


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The fundamentals

> Tender document is = sales communication

> Value proposition: direct, consistent, concise reinforces what is distinctive about your rm

> Strong understanding of client needs, business issues

> Comply with information requests

> Interesting to read (impactful language, visual appeal)

> Easy to read & understand

> Easy to navigate through document

> Differentiating message / themes, language, look


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Design & visual elements


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Design templates

> e-templates are an important part of any identity tool kit

> in the service brand environment they are critical

> they are often the only touch point the end user sees

> they are often more important than the letterhead or the glossycapabilities brochure


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Design templates common issues

> e-templates are often considered by designers as the low end ofthe identity tool kit

> they are often built in house by the IT / precedents departments

> the available technology still lacks the renement of high endpublishing software

> nearly all organisations have the same or similar software whichcan lead to a generic look lacking personality and differentiation

> often e-templates are not locked down to an appropriate level

> platform compatibility issues between design consultant andclient is a constant source of frustration


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Design templates issues to consider

> what is the current technical skill level of tender team?

> what publishing software is currently used and who has accessto it?

> is there an intranet or doc lexicon and what levels of access arerequired?

> who is ultimately responsible for maintaining brand visual assets?

> how many authors will ultimately be accessing the document?

> will authors be accessing document simultaneously?


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Visual tone of voice

> achieving the right balance of style and substance

> consider reader ease of navigation

> give reader permission not to read

> establish a corporate chart, table and graph style that can accesslive data

> consider how much of the clients business/identity you wish tovisually acknowledge

> establish a consistent typographic hierarchy

> with corporate colour palette, consider on-screen vs print

> team photography should be of quality and on brand

> avoid clip art, low quality stock photography, visual cliches andany other visual assets that are not part of the brand tool kit


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Judging a book...

> consider the wrapping / cover of the document

> consider customised, one off covers and binders

> embrace every opportunity to illustrate visual brand values

e.g. stock(s), dividers, binding methods, slip cases, gate folds,

die cuts, e-versions

Imagine the tender as a pitch documentand less of a capability statement


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Tender presentation levels

> consider having a number of tender presentation levels from

generic (but still on brand) to customised.

e.g.

Level 01

Precedent driven

Standard corporatecovers and dividers

Can be built byanybody in the rm

Level 02

Precedent drivenwith somecustomisedelements

Content builtinternally with

limited externaladvice

Level 03

Fully customised

Built in highend publishingprogramme

e-printed or offset

depending onvolume


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Typography

> corporate typefaces vs system fonts

> rythym, texture, balance, scale, colour

> legibility, readability

Typography is a critical tool fordeploying visual identity


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Tender toolkit checklist

> typefaces,

> typographic hierarchy

> typographic styles - Caps, sentence case etc

> colour palettes - primary and secondary

> image library

> team photography

> chart, graph, table, diagram styles

> navigation

> e versions - pdf, html

> template styles and precedents> graphic elements - wallpapers, textures, illustrations, symbols

> bullets and indents

> breakout boxes, quotes, pullouts and testimonials

> outers, covers, dividers, binding, case


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Contact details

For more information contact:

Nigel Beechey

Creative Director

[email protected]

T+612 9692 0088 M 0412 075 501

Dianne Davis

Brand Strategy Director

[email protected]

T+612 9252 3172 M 0417 257 791


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Thankyou