Persuading the client
The best way to convince the client that Garney is the best is by connecting with them on a personal level, clearly establishing what separates Garney from the competition, and establishing how that benefits them. Convincing the client that we are the right choice takes more than technical competence—it takes trust and likability.
- Show them we understand their situation and needs
- Present a solution to their challenges
- Clearly communicate our value of services and differentiators
- Personally connect with the client by calling out specific people in the audience or selection committee
Separating Garney from the competition
Simply telling a client that we will complete their project on time and on budget will not differentiate our team. That is an expectation. Think outside the box and consider what really makes Garney stand out from the competition. If it aligns with the win theme, don’t be afraid to be aggressive. If they know we can build the job, say that and don’t spend any time on it.
Similar to the way we perform a SWOT analysis during capture planning, you should perform another one with the pursuit team during interviews. This process can help you determine what sets us apart from the others shortlisted to interview.
EXAMPLES OF GARNEY DIFFERENTIATORS
Culture/values align with the client's
Client experience
Innovative Solutions
Unique Approach
Presenting to the client
Each firm shortlisted to interview with the client is qualified to perform the work. During the interview stage, the ONLY thing we can do to affect the outcome of the selection is to give a presentation that connects with the client and convinces them to choose Garney.
Presenting to a selection committee can be intimidating, but it’s important to remember that you are talking about a job you know inside and out, and that you do every day.
Focus on:
Confidence
Voice Inflection
Connecting with the audience
