Understanding the value your business delivers to customers is critical. If you cannot clearly communicate how your business delivers value to clients or customers – how will a tender evaluation team or Government buyer understand the value you deliver?
In engaging with Government buyers, the ability to describe your business’ value proposition succinctly and with clarity (e.g. an elevator pitch) is important given the competitive nature of supplier markets and the limited time presented to directly engage with Government buyers.
Similarly, your tender response should offer a clear statement about the value your business can deliver. Don’t be misled by thinking ‘value’ simply implies ‘lowest price’. Your value proposition is what you specifically and uniquely offer customers: it is your promise of what you and your business can deliver to meet your customer’s needs.
Quick Tip
It is recommended to try and include your value proposition upfront, and reinforce it through the body of the response.
So when you reflect on your value proposition, try and think of value as a ‘bundle of benefits’ to the customer rather than a single characteristic.
For example, rather than say:
“We offer same day delivery”
a more meaningful value proposition could be:
“We carry a broader range of products, offer same day delivery and volume-based discounts for bulk orders”
Justin Sara of ArcBlue Consulting understands the South Australian Government procurement market well, offering guidance and advice on how businesses can decipher and clarify their value proposition. See more of what he has to say in the video below.
