winning work: proposals that sell
TRANSCRIPT
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Winning Work: Proposals that Sell
• Pre-proposal: Teri Jones, Vice President of Business Development , Sundt Construction
• Proposal: Al Grasso, Director of Market and Client Strategy, Mascaro Construction Company
• Joint Ventures: Dana Galvin Lancour, Director of Communications, Barton Malow Co.
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Pre-Proposal Teri Jones
Vice President of Business Development
Sundt Construction
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Go/No Go is an iterative process • Does it fit our tactical plan?
• Who is the competition?
• What is our value proposition?
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• Market
• Size
• Geography
• Delivery Method
Tactical Plan Fit
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Client Meeting/Research
• Hot buttons
• Process for selection
• Culture
• Timing
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Condition the Opportunity
• Seeds of differentiation
• Help with the RFQ
• Meet w/ Stakeholders/Decision Makers
• Meet with Design Firm
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RFQ is issued: Go/No Go? • Pros & Cons
• Validate process
• Evaluate the risk factors
• Competition analysis
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Tough Questions
• Available staff?
• What do we know about the competition?
• Is it “wired” for someone else?
• Can we win?
• Can we make money?
• Risk vs. reward
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Value Propositions
• What are they?
• How can we use them to our advantage?
• Obvious or not?
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The NO of Go/No Go
• Saying NO is hard to do!
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Proposal Al Grasso, Director of Market and
Client Strategy, Mascaro Construction Company
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• Prepositioning efforts generate “hot buttons”
• You must communicate these in submittal
• But, how? – RFQ/P’s ask for many, many items
– Your audience is busy
– They are each reading multiple submittals
– Your differentiators can get lost
Don’t make them work to find it
It’s a Go…Now What?
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• You must clearly communicate your competitive advantages
• You can’t be nonresponsive
• How do you stand out? – Focused content
– Enhanced layout • Graphics and pictures
• Charts
• Bulleted lists
• Call out quote boxes
How to Stand Out
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• Layout principles are out the window – Leads to more creativity…and more terrible layout
– Some old principles are worth remembering
• Remember – Moderation
– Consistency, simplicity, clarity
– White space
– Eye placement
– 7 +/-2
Graphic Communication Principles
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Examples
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Examples
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Examples
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Examples
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Examples
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Examples
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Examples
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• Boilerplate
– Some experts warn against it
– Need to reinvent the wheel?
– When to use
• Use boilerplate process text when a construction process will show a benefit from being consistent and repeatable…then customize
Last Thought
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Joint Ventures Dana Galvin Lancour, Director of
Communications, Barton Malow Co.
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Joint Ventures
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Joint Ventures
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Joint Ventures
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Joint Ventures
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Joint Ventures
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Joint Ventures
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Joint Ventures
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Key Takeaways
Build Your Team Early!
Bring Marketing to the Table Early!
Utilize Tools for Seamless Delivery!
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Questions?
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Join the AGC Business Development Forum
www.agc.org/businessdevelopment
Sarah Gallegos – [email protected]