Think like Sherlock Holmes.
Imagine you’re
the project manager for the Paradise City Parks Department. It’s 4 pm on
Wednesday, and you still haven’t accomplished the top three things on your
“must-do” list because you’ve been fielding calls from Paradise residents. The
pickleball courts are too bright at 10 pm and should be turned off by 9 pm. The
kids out on summer break toss their snack wrappers willy-nilly and the
playground looks trashy.
You still need to
talk to the maintenance staff about the parking lot potholes. The City Manager
needs his report by 5 p.m. today, and the City’s Community Information team
wants you to attend the Summer Band 40-Year Recognition at the Community
Center.
You’re exhausted,
and you have 20 proposals on your desk to review before Friday’s 5 pm proposal
review deadline. You thumb through them. They all look the same. You look for
something to stand out. Something to catch your eye. Something to make you
want to read more.
Now, imagine
you’re the marketing professional who must create the proposal for your
Paradise City Parks Department Project Manager. The RFP has the same questions
as all the other City proposals: Firm Qualifications. Team Expertise. Proven
Approach.
You ask your
Project Manager to respond to the questions. You get back the same ‘ol stuff
you always get. You know that City Project Manager is overwhelmed and exhausted,
and the same ‘ol stuff won’t pique their interest.
How do you get to
the real meat of a proposal? How do you uncover what only you can claim: Your
Unique Value Proposition?
Think Sherlock
Holmes. Ask good questions.
Asking the right
questions is crucial to uncover and understand your firm’s unique
differentiation. Here are some targeted questions to help you identify
customized solutions, innovation, and client-centric approaches. Use these to
prompt your technical team in an interview setting (record a virtual meeting so
you can have a transcript) or email questions and make it easy for them to
reply. Your job is to uncover the unusual!
How to Uncover Customized
Solutions
- Understand Client Needs
- What are the specific challenges
or pain points the client faces with this project?
- Are there any unique
requirements or constraints that we need to consider (e.g., budget,
timeline, site conditions)?
- Tailor Solutions
- How can we customize our design
or engineering approach to meet these specific needs?
- What are the potential risks or
obstacles, and how can our firm mitigate them effectively?
- Past Successes
- Can we identify past projects
where we successfully customized our approach to similar client needs?
- What feedback did we receive
from clients on those projects about our customized solutions?
Questions to
Prompt Your Innovative Solutions
- Technological Advances
- What new technologies or
methodologies can we apply to this project that sets us apart from
competitors?
- Have we developed proprietary tools or techniques that could benefit this client?
- Innovative Approaches
- What innovative design or
construction practices have we used previously that could be relevant
here?
- How can our approach improve
efficiency, sustainability, or cost-effectiveness for the client?
- Industry Trends
- Are there any emerging trends in
the industry that we can leverage to enhance our proposal?
- How have we demonstrated
leadership in adopting and integrating new industry trends in our
projects?
Questions to Help
You Develop Client-Centric Approaches
- Client Engagement
- How can we involve the client
more deeply in the design and construction process to meet their needs?
- What communication strategies
can we implement to keep the client informed and engaged throughout the
project?
- Customization Based on Feedback
- What feedback have we received
from previous clients that can help us improve our approach for this
project?
- Are there specific ways we can
tailor our service delivery to align with this client’s preferences and
expectations?
- Value Addition
- Beyond the core project
requirements, what additional value can we offer this client (e.g.,
sustainability initiatives, community impact)?
- How can we demonstrate our
commitment to the client’s long-term success and satisfaction?
How to Uncover Specific Differentiators
- Competitive Analysis
- What do our competitors offer
that we can do better or differently?
- How can we highlight our unique
strengths or advantages compared to others in the market?
- Unique Capabilities
- What specific capabilities or
experiences does our firm have that are particularly relevant to this
project?
- Are there any partnerships,
collaborations, or subcontractors we work with that enhance our ability
to deliver superior results?
- Client Testimonials and Case
Studies
- Can we gather testimonials or
case studies highlighting our ability to deliver customized, innovative,
and client-focused solutions?
- What stories from past projects
vividly illustrate our commitment to excellence and client satisfaction?
By asking these questions, you can uncover valuable insights that will help you craft a compelling narrative around your firm’s differentiation in your proposal. This approach demonstrates your commitment to understanding and addressing the client’s unique needs and highlights your firm’s innovative capabilities and client-centric philosophy.
“Aspiring leaders frequently face the allure of speed, which, if unchecked, can sidestep vital learning opportunities. Impatience not only hampers decision-making but also strains relationships and workplace culture.”
Impatience leads to lessons not learned.
Leadership sometimes seems like the pinnacle of success. Experienced climbers know the trail isn’t always straight and sometimes there are false summits that slow down the trip. Instead of focused on the end, using a “Learn | Do | Master | Teach” approach sets professionals up for all types of experiences that build their leadership skills and insights.
