Capture management comprises a thorough understanding of the customer, the problem statement, the solution, the competition, and then using these into making a winning plan.
Information is KingWhile gathering intelligence about the customer and competition, the importance of being thorough cannot be stressed enough. Pursuing an opportunity mandates collecting as much information accurately. A complacent approach has no place while collecting information for a proposal. However, it is easy to focus on the wrong things. As much as a proposal is not won because of what you know, it can easily be lost because of what you don’t.
Building your Capture PlanWhen evaluating your progress towards the completion of a capture plan or a proposal, follow this approach:
- Start with what you don’t know. Knowing what you don’t know is the sensible step towards a complete proposal.
- Ask yourself questions that seem impossible to find answers to – Does the customer like the current provider? If they do (or if they don’t), what is the reason? Who are the competitors? What are their strategies and pricing?
- Run through your networks, both internal and external and see if you can find answers. You will be surprised how much information is actually publicly and freely available.
- Make unanswered questions a priority. Seek those answers. Learn from past proposals. Which unanswered questions costed you the bid? Which answers sealed the deal for you?
- Use feedback to ensure effective capture plan processes are in place.