#9 “Why Don’t You Take a Good Look at Yourself and Describe What You See?”

(Misty Mountain Top, Led Zeppelin)

Preparing to bid should always involve a SWOT analysis of your company, as it will provide clarity on your offering and allow you to highlight your unique selling point for the particular buyer and contract (USPs can differ for different types of contract and buyer).

This should also include a review of your business’ public persona, including a social media audit. What is the buyer likely to know about your business and its reputation? How do you compare to the incumbent? The answers to these questions, along with any gaps you uncover and any unique strengths can be used to inform and improve your bid response and final bid presentation. And scrutinising your business strengths and weaknesses on a regular basis will only make your more competitive, more responsive and more successful at winning contracts.

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