EP039: Identifying Your Differentiators for the RFP – with Lisa Rehurek
What differentiates your company from its competitors? If your answers are centered around years of experience or passion for what you do, it may be time to rethink your strategy. The truth is, your clients EXPECT you to have a solid background and to care about what you do. So, what REALLY sets you apart? What is true about your company—that your competitors CANNOT claim? And how do you back up those differentiators with proof in an RFP response?
Today on the podcast, I’m discussing the difference between baseline expectations and true differentiators, revealing the ONLY time it’s okay to use an expectation as one of your differentiators in an RFP response. I explain why you can’t just list what sets you apart and describe how to prove your differentiators with statistics, case studies and testimonials.
I also share my 5-step process for identifying differentiators, addressing the importance of interviewing your clients as well as employees at every level of the organization to uncover what makes you better than the competition. Listen in to understand the value in sprinkling your differentiators throughout the RFP response and learn how to lean into what sets you apart and win more business!
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Key Takeaways
The difference between baseline expectations and differentiators
The only time it’s okay to use an expectation as a differentiator
How to prove your differentiators with statistics + case studies
How to identify your differentiators
1. Compile list of client expectations
2. Brainstorm how better than competition
3. Interview clients, review testimonials
4. Talk to employees at every level
Find patterns, identify 3-5 differentiators
The danger of your RFP blending in with the competitors’
The value in sprinkling your differentiators throughout the RFP