Bid writing

What are win themes and why are they important?

We often see confused use of the term ‘win themes’, with various different interpretations within even a single organisation or a business unit, let alone across sectors or markets.

We see anything from great big long lists of what we would determine as client needs or service features to a single statement that is inward facing and means nothing to the client. Here is our interpretation …

Your win themes are your big memorable messages that will resonate with the client. We believe they should be three clear, succinct, client centric headline statements that sum up the outcomes you will deliver for them and the value those outcomes create.

So, what does all that mean?

We always say – visualise the key decision maker at the water cooler in their office talking to a colleague after having appointed a winner of their procurement process. When asked who has secured the business with them the decision maker should respond with your name followed by your three win themes as their reasons why. Your key messages. “Company A won the deal because of X, Y and Z . .  .”

Win themes are the ‘golden threads’ that will run throughout your executive summary, into your submission and your presentation. They should be the proposition at the heart of your exec summary and wherever possible – at least one of them should feature in every response or area of your bid. They should be the key anchor pillars of your presentation, and referred to at the start and in conclusion.

Win themes should:

  • be the ‘sum of the parts’ of your proposals, linking to your solution and propositions
  • resonate with the client as solving their issues, delivering their needs, and deriving value
  • be easy to understand – the client should ‘get it’ for each win theme in three seconds
  • be client centric, articulated in their language and terminology
  • provide clear unique differentiation from your competitors
  • be restricted to three big messages only, as people do not tend to remember more than three things from any form of communication.

Why are win themes important?

Your bid needs to be exciting and memorable. But more importantly, it needs to tell the client what’s in it for them and why they should select you – very clearly and quickly. Having well defined win themes that permeate throughout your proposals helps you achieve that. They provide three hooks that draw the client in and help them believe you are the supplier for them.

The development of win themes early in the bid process also helps galvanise your bid team, giving them belief that you will win and to go that extra mile by having clear differentiation.

 

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