I’ve been fortunate to work closely with commercial teams and leaders from small, privately owned businesses through to multi-billion pound Times ‘Top Track 100’ organisations. It’s enabled me to blend commercial, marketing and project management disciplines in some amazing sectors like telecommunications, fintech, law, telematics and more.
While not an exhaustive list, here are my key focus areas, and if I can help, get in touch below.
Your value propositions are the value your company promises to deliver to a customer should they choose to buy from you. It’s your declaration of intent or statement that introduces your brand, its products and services, by telling customers what you stand for and why you matter.
It may sound a ‘fluffy’ concept but if you do it (and get it right) it’s extremely powerful. Why? Because it acts as your ‘master narrative’ that shapes your product positioning, the content you create, your messaging, sales literature, proposals, sales and account manager training, and more.
Once you have it you’ll start to see new perspectives on what you do and the value you create for your customers…rather than just what you sell.
When evaluating the market, companies often aren’t sure how to conduct a thorough analysis from competitor research through to customer appetite (and therefore can’t rely on the results) or they miss out on key focus areas.
Go-to-market strategies encompass an array of activities that jointly formulate your understanding of a given market, how best to segment and approach it, and where you fit (or don’t fit). Done correctly it informs your buyer personas, buyer journeys, pricing, channels, competitors, political or economic factors that positively or negatively affect you / your competitors / the market, and much more.
The answers to these and other questions will better shape your understanding of the markets you serve (or wish to), and only through that can you develop your go-to-market strategies with confidence.
You cannot create great content without understanding the value you bring (back to the value proposition), and your proposals won’t convince prospects to sign without content that aligns to their challenges, wants and needs, convincing them that your company can help.
You also need a framework and style sheet to ensure anyone writing for you knows how to present your business in terms of format, length, alignment of content to different stages of your buyers journey, and so on.
I’ve written content that’s been featured in a host of publications and for numerous successful campaigns.
Bid / Proposal Writing
What goes into proposals that close, and what is it about a winning proposal that convinces the prospect to sign?
Managing bids, or creating template frameworks that enable sales and commercial teams to manage them can be challenging. I’ve been there. The first time I tackled this was with a company where the standard sales proposal was 40 pages!
There’s a lot of science that goes into bid responses. For example, imagery improves close rates by over 20%, and winning proposals are viewed on average 2.5 times, whereas losing proposals are viewed 3.5 times. Why? Because prospects simply require less time to be convinced by a winning proposal.
By the time I was done with that 40 page proposal, it was seven pages long (11 pages for a ‘full fat’ version), we closed more deals more quickly, our sales team had less objection handling to manage, and our proposal turnaround time improved by 20%.
Ultimately a proposal is a marketing document (as is anything created to attract attention and provoke action), but it needs a project management and commercial focus.