You won’t win every piece of work you pitch for; it’s just not possible…and very time you lose a contract it’s going to a competitor. However, you can help prevent this from happening by analysing the competition.
Why analyse competition? How does this help? It allows you to understand why your competitor looked like a more appropriate fit for your perspective clients needs as well as what they are doing that you aren’t. To get contracts, you need to understand how you lose them.
You need to evaluate their strengths and weaknesses. How are they better than you? Do they have more experience? Do they have existing relationships with the client? Figure exactly out their strengths and then do two things.
Firstly, figure out how to turn their strength into a weakness – find a way to twist a positive aspect into a negative one. For example, are they an older company with more experience? Then emphasize that you are more creative, free-thinking and adaptive.
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