If there is a secret to consistently winning government contracts, this is it.

It is one of those things that is simple to say and difficult to do. Satisfy the customer's needs! To make the customer want you to win, you must understand their needs and satisfy them. There is a huge difference between meeting all of the contract requirements and satisfying all of a customer's needs. Contract requirements are straightforward and simple; needs are often obscure and complex. Your proposal cannot stop at presenting features and benefits, you must present the advantages of every feature as they relate specifically and directly to the customer's needs. Your entire marketing system and win strategy should be directed towards developing a deep understanding of the customer's needs and presenting a proposal that satisfies those needs (while meeting all of the contractual requirements).

You must operate your entire business, from initial marketing to contract closeout, in a manner that makes your customers want you to win. To compete effectively today it is mandatory for a firm to possess this skill.

This is the third level of proposal presentation: the Motivation Level of the proposal. This is the proposal that exhibits a deep and significant knowledge of the customer's needs and an ability to satisfy those needs beyond the requirements of the RFP. It is the fulfillment of the customer's needs that motivates the customer to want your firm to win.

Typical Categories of Customer Needs