Being the best bid

Do you watch BBC’s Question Time?

If you are like me, some panellists can do no wrong but some aren’t going to convince me no matter how lucid their arguments. But how can that be? 

Just like you, I pride myself on my unbiased, objective ability to weigh up the pros and cons and come to a considered opinion based on what is in front of me. I listen to the logic and the evidence that backs it up. I follow the train of thought. But I do have my favourites and if they have a little slip here and there I can forgive them and wait for their usual sparkle to return. No such charity for those I expect to insult my intelligence or challenge my cherished beliefs. One word out of place and my prejudices are confirmed once again. Why did I expect anything else from them?

Of course, it’s not their fault. Some time ago, somehow, they let me know that they didn’t hold my views, even my values. I know they don’t share my experience so they don’t see things the way I do. Why would we agree? My favourites on the other hand have shown me that we have been to the same places, done the same things, think the same things. We are bound to agree on all the important things so what’s the odd detailed difference here and there?

The “best bid” will have the same credentials. Of course it needs to be a high quality job but if it is clearly written by someone who has “been to the same places and done the same things” it will sing to them. Unlike the panellists, we can get to understand our clients individually, understand what really matters to them and build the rapport that will lead them to want to listen. Do it well and they will expect us to say the right things and may even overlook some of our weaknesses.

So ask yourself

• Do we really know how our offerings make a difference to our customers? Are we good at telling the story in their terms?
• Which people in our customers matter most to our business and are we talking to them? How do we deal with barriers?
• Who else in our organisation has a big effect on ensuring our customers trust us? Are they fully engaged in winning work?

When we talk to our customers we need them to listen to us fully expecting to be impressed. If not, they may not even spot our silver bullets.

It’s just like being on Question Time !