How to Write
Differentiators in Proposals
Differentiating Your Solution When Responding to RFPs
Class title: Differentiating Your Solution When Responding to RFPs
In highly competitive markets, it’s not enough to be compliant because most of your competitors are also compliant. They’re well-qualified, too. To improve you RFP win rate and win more business, write differentiators that show how your solution is both different and better than what any other vendor is offering.
Class summary
This class is organized around four primary lessons:
1. What makes a good differentiator?
There are far too many proposals that promote generic differentiators, the kind that look good in a marketing brochure but fall short in a sales context. This section teaches students the four things that make your differentiators effective in a proposal.
2. How do you find your best differentiators?
Business development teams struggle to identify their best differentiators. It’s never easy, but this class includes multiple techniques that make the effort easier.
3. How do you make your differentiators stand out?
A differentiator is only relevant if buyers recognize it is a differentiator. Too often, though, among pages and pages of proposal text, it’s easy for your differentiators to blend in, to get lost in a sea of less relevant text. This class teaches how to use contrast statements to make your differentiators stand out.
4. Where and how do you articulate your differentiators in your proposal?
It’s not enough to discuss differentiators in a vague, non-specific way, it’s important to also demonstrate how to “deploy” those differentiators into the proposal content you create. This class shows writers how to effectively articulate differentiators for the greatest effect.
Class delivery options
Instructor-led, onsite
Onsite proposal training includes an instructor-led training program and, at your option, a workshop. Use the form below to contact an instructor to discuss your objectives.
Instructor-led, online
Distributed teams often prefer an instructor-led webinar instead of onsite training. Use the form below to contact an instructor to discuss your objectives.
Self-Paced, Online
This class is available in a self-paced, online format through our online learning platform, SeibertLearning.com. You can access the class here.
Pricing
- Self-paced, online: $139 per person. Quantity discounts available. You can learn more about the class here.
- Instructor-led, online: $139 per student with a minimum of five students. Please use the form or email at the bottom of this page to begin a conversation.
- Instructor-led, onsite: This class is available in an instructor-led, onsite program. It can be delivered either as a standalone class or in combination with others. Please use the form or email at the bottom of this page to begin a conversation.
Details, logistics, and specifics
- Students: This class is designed for proposal writers, along with anyone else on your staff who writes proposal content and needs to differentiate your solution from competitive alternatives. It may also be helpful to salespeople to help them identify differentiators they can share with proposal writers.
- Market focus: All of our classes are designed for business who sell to other business or to SLED (state and local government and educational) agencies. Though not created with federal contractors in mind, some sellers in the federal market may still find this class helpful since its lessons are universal.
- What’s included: Each student receives a comprehensive workbook with relevant slides from the class and lots of examples. Students love our workbooks.
Getting started
If you have questions about our differentiators class, or if you’d like to discuss a training engagement, please contact Dave Seibert by email at David.Seibert@ProposalBestPractices.com, or you can use the form below and Dave will follow up with you.