We have seen a lot go right and wrong over many years and many proposals. We have learned that, regardless of the type of opportunity or the size of program or target market, there are common threads – things that work well and common behaviours that trip up proposal teams. This article provides a high level overview of some of the key lessons that we have learned, with emphasis on what should be done in advance of the formal RFP release. Continue reading
Tag Archives: competitive forces
Why we buy brands
Customers buy from you for a large number of reasons and the psychology of purchase decisions is very complex. At a very basic level, however, you can allocate most customers into one of four value bins.
We have expressed this as a pyramid (consultants love geometric shapes for some reason), reflecting the diminishing number of customers at each level.
Your job is to move customers up the value pyramid.
The Five Stages of Strategic Grief
Way back in 1969, Elisabeth Kübler-Ross wrote the book “On Death and Dying” in which she described a model commonly referred to as the “five stages of grief”. Applied to terminally ill patients, the stages were: denial, anger, depression, bargaining and acceptance.
The model stuck and has been used in many settings. It transpires that a variation on the theme has relevance in the field of business marketing and competitive forces.
Surprised and intrigued? We were. Continue reading